For companies and cities hoping to act as early plug-in adopters, OEMs could hold a competition for the trial of a vehicle fleet. The competition could determine ‘who gets to trial vehicles next’ engaging consumers through various mediums including online social networks. Response to the competition could be tied into consumer demand estimates.

Solution Details:

Pain Point:  Consumers have a limited understanding of plug-ins

General Implementation Strategy:  Let consumers experience the plug-in lifestyle BEFORE they have to invest

Primary Actors:  Business

Other solutions to this pain point:

• Host demo projects in your region to showcase plug-in technology
• Reach out to students of all levels
• Sponsor an plug-in related contest for students
• Allow employees to volunteer and give plug-in related presentations to schools
• Invite educators or promising students to shadow plug-in using employees for a day
• Offer EVs for transportation days at schools
• Develop an plug-in curriculum for community colleges
• Create an plug-in fleet manager education program
• Provide information to car dealers on 'utility-side' aspect of owning an plug-in
• Ensure plug-ins are used as high-profile vehicles
• Early roll-out in taxi fleet, rental cars, corporate fleets.
• Virtual PHEVs from now to 2010
• Invite applicants to participate in an 'plug-in Field Trial'
• Traditional public service announcements
• Create emotional connection between consumer and 'Plug in Story'
• Show consumers how much money, gas and CO2 they'll be saving/spending
• Ensure marketing reflects the empowerment and fun associated with plug-ins
• Inform consumers of infrastructure implementation timeline well in advance
• Create targeted messaging for each stakeholder group
• Show consumers comparative environmental performance of plug-ins and other alternative energy vehicles
• Demonstrate charging technologies at community events
• Conduct plug-in ride and drives for policy makers and the general public
• Develop a quarterly newsletter to discuss EV issues
• Highlight plug-in impact on day to day convenience
• Focus on electric vehicle education
• Universities/colleges provide educational plug-in programs for students and consumers
• Provide a centralized hub for incentive information
• Communicate safety measures that are being undertaken in tandem with plug-in roll out
• Address potential health concerns through marketing campaign
• Showcase process for businesses to install infrastructure
• Include marketing message about plug ins with utility bills
• Promote vehicle reliability and long term commitment to technology
• Habituate consumers to charging at the right time
• Explain the electric system as a whole and how plub ins are a part of this system
• Convey the importance of off-peak charging
• Clearly outline life-cycle environmental impacts

Other solutions that fall into this general strategy:

• Host demo projects in your region to showcase plug-in technology
• Demo projects
• Early roll-out in taxi fleet, rental cars, corporate fleets.
• Virtual PHEVs from now to 2010
• Invite applicants to participate in an 'plug-in Field Trial'

Other solutions for this primary actor:

• Free/reserved parking at retail, commercial and other private lots
• Provide consumers with access to a 'user support' house call service
• Corporate sponsor provides free life-time charging for x consumers
• Provide developers with information on charging infrastructure operation
• Bundle infrastructure contribution with plug-in purchase or lease
• Generate funds from a variety of sources
• Public investments in plug-in infrastructure match private-sector investments or vice versa
• Use the municipality tax base to pay
• Attach to existing, powered, curbside devices such as gas stations and light poles
• Convince local businesses to build charge spots to show environmental leadership
• Show parking lot owners how to make money by providing 'charge services'
• Use charging stations as a loss-leader
• Install chargers as employee/resident benefit
• Connector/service companies build infrastructure
• Fleets commit to buy a certain number of plug-ins
• Employers incentivize employee plug-in purchase, provide education and charge spots at work
• Sponsor an plug-in related contest for students
• Allow employees to volunteer and give plug-in related presentations to schools
• Invite educators or promising students to shadow plug-in using employees for a day
• Pooled-purchase plug-in orders
• Help consumers understand full life-cycle value of battery
• Ensure plug-ins are used as high-profile vehicles
• Battery lease service
• Implement car share model
• Home charging station warranty
• Explore/support secondary battery markets
• Leverage the collaborative power of a dedicated project leader
• Establish connection between project manager and a point person on the local regions' economic development board
• Free desirable parking at major retail, entertainment, commercial lots, with or without charge spots
• Car comes with bike, bus pass, and light rail pass
• Early roll-out in taxi fleet, rental cars, corporate fleets.

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