WORKING PAPER 2017-03

Literature review of electric vehicle consumer awareness and outreach activities

Authors: Lingzhi Jin, Peter Slowik Date: March 21, 2017 Keywords: Electric vehicles; consumer awareness; international

I. Introduction Governments at national and local and discusses the importance of levels, automobile manufacturers and consumer awareness, catalogue the Governments around the world are dealers, electric utilities, and other range of awareness and outreach implementing policies to promote groups are engaged in many activities activities in place in key electric vehicle electric vehicles to reduce dependence to help overcome barriers to consumer markets, identify exemplary actions on oil, decrease greenhouse gas awareness about electric vehicles. in leading electric vehicle markets, emissions, and improve air quality. These communication efforts include and provide additional discussion for In the past few years, annual global developing print and online infor- several case studies. electric vehicle sales have been firmly mation and tools, organizing public on the upswing, from just hundreds events and workshops, increasing The information in this report comes in 2010 to over 500,000 in 2015 and exposure to electric vehicles from fleet from governments’ and nongov- over 750,000 in 2016. The cumulative and carsharing services, developing ernmental organizations’ websites, global market reached the milestone of action plans for electric vehicle published research, reports and 1 million electric vehicles in September readiness, executing highly visible surveys, online news articles and blogs, 2015, and from there quickly grew to 2 technology demonstration projects, and websites for specific programs/ million in January 2017. conducting social media marketing actions. Section II reviews the campaigns, and more. These actions literature that has focused on identi- The early market growth for electric are essential because many pro- fying and determining the importance vehicles continues, but a number spective consumers generally lack of consumer awareness. Section III of barriers prevent their more strong understanding of what electric discusses exemplary actions in leading widespread uptake. These barriers vehicles are, what benefits they offer, electric vehicle markets. Section IV include the additional cost of the new the models that are available, and the offers additional discussion of five case technology, the relative convenience associated incentives. studies to provide further details on of the technology considering range some of the more mature consumer- and charge times, and consumer This paper reviews global practices on oriented electric vehicle campaigns. understanding about the availabil- electric vehicle consumer awareness ity and viability of the technology. activities in order to explore actions This last point, typically referred to that governments can take to foster II. Background on as “consumer awareness,” is crucial. growth of the market and understand electric vehicle consumer The development of electric vehicle how to better implement such markets is fundamentally tied to pro- campaigns. It summarizes practices in awareness activities spective consumers’ general awareness consumer education, awareness, and This section reviews the research and understanding of the potential outreach regarding electric vehicles. literature related to the importance benefits of electric vehicles. We examine literature that identifies of consumer awareness activities in

Acknowledgements: This work is conducted for the International Zero-Emission Vehicle Alliance and is supported by its members. Members of the International Zero Emission Vehicle Alliance provided key inputs on electric vehicle activities and campaigns. Nic Lutsey supported and reviewed the research.

© INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION, 2017 WWW.THEICCT.ORG LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

encouraging the adoption of electric could only name either the Nissan (e.g. Kurani et al., 2016; Gyimesi & vehicles. Based on the literature, Leaf or Tesla Model S, indicating low Viswanathan, 2011; CFA, 2015). Other we identify specific actions imple- awareness about the diversity of reports compare consumer perception mented around the world to promote available models. before and after a test drive or a longer consumer awareness and understand- trial period (Kannstatter & Meerschiff, ing. Finally, this section provides Consumers who have exposure to 2015; Bunce, 2013). Overall, these an initial catalogue of the various electric vehicles are more likely to studies show that general consumer outreach activities that are in place in value them more highly and consider awareness of electric vehicles is leading electric vehicle markets. them as a choice for future purchases relatively low, and this includes lack (Kurani et al., 2016; Larson, 2014; of familiarity with the new technology, Gyimesi & Viswanathan, 2011). A survey lack of knowledge of available IMPORTANCE OF CONSUMER by Consumer Federation of America incentives and models, and mispercep- AWARENESS (CFA, 2015) revealed that greater tion about the potential savings from Several studies have found that there consumer knowledge about electric lower fuel and maintenance costs. is a general lack of knowledge and vehicles and their desire to purchase In general, consumers with greater awareness about electric vehicles. one are correlated. However, only 21% knowledge or experience are more For example, less than half of U.S. of the respondents said they know a likely to value electric vehicles higher, consumers are able to name a specific “fair amount” about electric vehicles, consider electric vehicles as a future plug-in electric vehicle make and and far fewer reported knowing a purchase option, and be willing to pay model (Singer, 2015), and less than 35% “great deal” about them. In a paper a premium for the technology. of California households are aware of examining e-mobility in Stuttgart, incentives offered for the purchase of Germany, Reiner & Haas (2015) note CATEGORIZATION OF electric vehicles (Kurani & Tal, 2014). In that as people have more experience CONSUMER OUTREACH AND a survey of 21 U.S. cities (Krause, 2013), driving an electric vehicle, they show AWARENESS ACTIVITIES about two-thirds of the respondents more favorable attitudes towards had misunderstandings about the e-mobility. A study by Kannstatter & A wide variety of activities are in basic characteristics of plug-in electric Meerschiff (2015) in Europe found that practice that help to reduce consumer vehicles, and about 95% of them were 71% of participants expressed interest barriers related to understanding not aware of available incentives. in considering an imminent purchase and awareness of electric vehicles. An IBM consumer survey (Gyimesi & of an electric vehicle after a test drive. Table 2 provides a list of studies that Viswanathan, 2011) similarly found that In another study (Bunce et al., 2014), help to highlight various aspects of 45% of the surveyed drivers had little to the number of drivers who were willing electric-drive vehicles, their infra- no understanding of electric vehicles. to pay a premium for a more environ- structure, and the actions being taken mentally friendly vehicle jumped from to increase consumer understand- Federal incentives in the United 51% to 74% after exposure to the Ultra ing and awareness. Governments States amount to up to $7,500 per Low Carbon Vehicle campaign in the at national and local levels, as well electric vehicle, and additional state United Kingdom. as other stakeholder groups, have incentives typically amount to more carried out a suite of consumer than $2,000. These, and similarly sub- Table 1 summarizes literature that outreach actions. Electric vehicle stantial incentives globally (see Yang et identifies the importance of consumer outreach activities include initiatives al., 2016), are meant to overcome the awareness for electric vehicles. The by nonprofit groups, city and state critical cost barrier to electric vehicles. literature include results from surveys, government agencies, automakers, The U.S.-focused Kurani et al. (2016) interviews, trials, and synthesis reports and charge provider companies that study found that only 49% of California from various other programs. Some organize public-private partnerships new-car buyers were aware of the of the research gives a cross-sec- and ride-and-drive events. The focus federal tax incentive, and only about tional/snapshot view of consumers’ of other outreach and awareness 33% were aware of California’s state- knowledge of electric vehicles (e.g., activities tends to differ across level incentive. Nationwide, only 44% Singer, 2015). Other work connects markets as a result of local context of people were aware of the federal tax consumer awareness of electric and priorities for each activity. For incentive. Of the consumers who could vehicles to their evaluation of the example, Empire Clean Cities of New correctly name any plug-in electric vehicles and how likely they are to York developed a targeted outreach vehicle model, 95% of the respondents consider them as a purchase option campaign for local commercial vehicle

2 INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION WORKING PAPER 2017-03 LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

Table 1. Overview of studies evaluating the importance of consumer awareness

Author Year Region Title Description • Investigation of whether visibility of public chargers has an impact on PEV Is awareness of public demand. charging associated with Bailey et al. 2015 Canada consumer interest in • There is no significant relationship between perceived existence of one charging plug-in electric vehicles? station and PEV interest, however there is a weak yet significant relationship between perceived existence of multiple charging stations and PEV interest. Charge up then charge • Questionnaires and interviews to assess drivers’ attitudes and experiences out? Drivers’ perceptions driving an EV before and after a three-month trial. Bunce et al. 2014 U.K. and experiences of • Before a three-month trial, 51% of drivers were willing to pay more for a less electric vehicles in environmentally damaging vehicle. After the trial, 74% of drivers expressed the U.K. willingness. • Interviews with automakers and dealers, and analysis on customer satisfaction New car dealers and data. retail innovation in • Overall, consumer experience at dealerships is much better for conventional Cahill et al. 2014 California California’s plug-in vehicle buyers than PEV buyers. Introducing new methods for educating and electric vehicle market scaling dealer competence regarding electric vehicles could greatly improve the consumer experience. • Second annual electric vehicle survey by Consumer Federation of America New data shows shows consumer interest in the technology is growing. consumer interest in CFA 2016 U.S. • Electric vehicle model availability is increasing while prices continue to drop. electric vehicles is growing • Electric vehicle sales are outpacing hybrid vehicle sales in their respective years of market introduction. • Survey by Consumer Federation of America that shows how knowledge affects Knowledge affects consumer interest in EVs. consumer interest in • Clear and significant correlation between EV knowledge and positive attitudes CFA 2015 U.S. EVs, new EVs guide to towards the technology. Positive attitudes and a willingness to purchase them address info gap are also correlated. For consumers that were more knowledgeable, there was a significant correlation between understanding and purchase desire. Edwards, PEV marketing to • Three Plug-in Electric Vehicle Collaborative meeting presentations. Turrentine & 2016 U.S. consumers: What’s • Discusses challenges and opportunities in EV market development, especially on White missing? consumer awareness and acceptance.

Barriers to widespread • Survey that samples technology enthusiasts to determine attitudes toward EVs. adoption of electric Egbue & 2012 U.S. vehicles: An analysis of • Consumer attitudes and uncertainty regarding EV battery technology and Long consumer attitudes and sustainability of fuel sources may be a barrier to widespread adoption; this perceptions uncertainty may stem from lack of understanding and familiarity. • Interviews with executives from auto companies and survey of consumers to understand their attitudes towards EVs. Gyimesi & The shift to electric • 45% of the drivers they surveyed have little to no understanding of EVs. 2011 U.S. Viswanathan vehicles • Consumers with better understanding are generally more willing to pay a premium for the technology. Nevertheless, even well informed consumers are sometimes unaware of the lifetime fuel savings that EVs offer. • Survey analysis examines consumer knowledge of PEVs and current public Perception and reality: policies. Public knowledge of • Most survey respondents were misinformed regarding basic PEV characteristics. Krause et al. 2013 U.S. plug-in vehicles in 21 Nearly 95% of respondents were unaware of state and local policies. U.S. cities Misperceptions regarding potential fuel and maintenance cost savings can notably hinder PEV interest. • Survey analysis on PHEV market penetration to reveal quantitative patterns and correlations. Analysis of a consumer • Advertising up-front incentives may be more effective than advertising long- Krupa et al. 2014 U.S. survey on plug-in hybrid term fuel savings electric vehicles • Targeting advertising and marketing towards progressive and environmentally concerned citizens may be more effective than those for a general audience • Displaying EV fuel savings in gallons, rather than dollars, may be more persuasive

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WORKING PAPER 2017-03 INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION 3 LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

Author Year Region Title Description Learning from • A trial was carried out followed by interviews and surveys to reveal consumer consumers: PHEV behaviours. demonstration and • Major themes included driving behaviour, recharging habits and etiquette, Kurani et al. 2009 U.S. consumer education, confusion about PHEVs and their operation, and potential cost savings. The trial outreach, and market identified that drivers accrue information and develop complex ideas about the research program technology and its possible impact on lifestyle. • Online survey and interviews to measure buyers’ awareness of EVs and understand their decision making. • Addressing broader consumer awareness is the first step to expand the ZEV New car buyers’ valuation market. Just 49% of survey respondents were aware of federal incentives; 33% of Kurani et al. 2016 U.S. of zero-emission vehicles: respondents were aware of the CA state incentive. EV model recognition has not California spread beyond early models. • Individuals with greater familiarity and experience with EVs are more likely to value ZEVs higher.

Consumer attitudes • A survey of consumer attitudes was carried out and results were analysed. about electric cars: Larson et al. 2014 Canada Pricing analysis and • Individuals with greater familiarity and experience with EVs are more likely to policy implications value the vehicles higher and consider them in future purchases. • A comprehensive report addressing different aspects of EVs, including National Overcoming barriers to technologies, customer purchase & market development, incentives, Research 2015 U.S. the deployment of infrastructure, and implications for the electricity sector. Council plug-in electric vehicles • A primary barrier to PEV widespread adoption is lack of awareness and knowledge regarding available models and incentives. Advances in consumer • Identifies drivers for and barriers hindering adoption of plug-in electric vehicles. electric vehicle adoption Rezvani et al. 2015 Multiple Includes an overview of previous perspectives used to evaluate consumer research: A review and purchase desire and electric vehicle adoption behaviour. research agenda Consumer views on • Survey and findings that cover consumer awareness, attitudes, and purchase plug-in electric vehicles behavior regarding plug-in EVs. Singer, M. 2016 U.S. - National benchmark • Fewer than 50% of survey respondents were able to name a plug-in electric report vehicle make and model. The Norwegian electric • Applies a technological innovation system framework consisting of seven vehicle market: A indicators to examine Norway. Vergis et al. 2014 Norway technological innovation • Since the 1990s, durable political support, as well as strong BEV-enthusiast systems analysis groups, has contributed to broader consumer awareness in Norway. • Analysis on full range of social, economic, and policy factors influencing Understanding variations statewide PEV sales for all 50 states. Vergis et al. 2014 U.S. in U.S. plug-in electric • Although a number of factors are statistically correlated with EV uptake, a vehicle markets broader combination of social and economic factors, as well as policy action, are needed for widespread adoption. Electric vehicle consumer survey: • Web-based survey and analysis of results to understand consumer attitudes Consumer attitudes, toward BEVs and PHEVs. Vyas & Hurst 2013 U.S. opinions, and • Fewer than 50% of survey respondents were familiar with the Chevrolet Volt, preferences for electric compared to 31% with the Nissan Leaf, and below 25% for Tesla Model S, Ford vehicles and EV C-Max Energi, and BMW i3. charging stations • Update on Canada’s progress in electrification of personal transportation. 2013, Transportation • Since 2013, the number of Canadian citizens who consider EVs a viable option WWF Canada rEVolution: Electric has increased 50%. It is clear that greater outreach and awareness is needed: 2014 vehicle status update 92% of citizens believe there are limited public charging stations and 14% were unaware that the vehicles can be plugged directly into a household outlet. • Analyzes the results of a consumer survey from California electric vehicle EV Consumer purchase rebate recipients. Williams & Characteristics, 2016 California • Based on electric vehicle consumer data, the researchers identify who is Johnson Awareness, Information Channels & Motivations adopting the technology, what their main sources of information are, and the motivations influencing their decision to select an electric vehicle.

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fleets (NASEO, 2013). Their targets may have not had any prior exposure who participate in electricity demand include Manhattan Beer Distributors, to or understanding of the technology. response (DR) programs. In Kyoto, a Coca-Cola, and Walmart, all of which Several government outreach and project by the electric vehicle Charging make short deliveries and have large awareness programs provide benefits Management Center uses email and fleets. Such targeted programs can to both consumers and local utilities. navigation systems to send out DR increase sales and exposure to the For example, efforts in Japan have messages to electric vehicle drivers, public, while also providing hands-on promoted electric vehicle technology and rewards those who respond with experience to drivers who otherwise by providing incentives for individuals shopping points (IEA, 2014).

Table 2. Overview of studies identifying electric vehicle awareness actions

Author Year Region Title Description British Clean Energy Vehicle program phase British Columbia 2015 Review of phase 1 of BC’s CEV program, which started in 2011. Columbia 1 review California 2015 California 2015 ZEV action plan An updated roadmap to CA’s ZEV goal. Filho et al. E-Mobility in Europe: Trends and The book consists of a range of articles on e-mobility 2015 EU (Editors) good practice development in Europe. A guide to the lessons learned from DOE/C2ES report summarizing the work of a series of projects Frades 2014 U.S. the Clean Cities Community Electric carried out by the awardee organizations and partnering Vehicle Readiness projects coalitions.

2012, Identify actions and best practices in key cities around the IEA Multiple EV city casebook 2014 world. IEA 2016 Multiple Global EV Outlook 2016 A global look at EV and EVSE deployment. Factors affecting the electric vehicle Summary of policies and innovative actions as well as analysis in Li et al. 2015 Multiple demonstration: 14 international cities/ 14 selected cities/regions. regions cases A comparative analysis of electric- Compares policy landscapes in Germany and California, and Lutsey et al. 2015a Multiple drive policy in Germany and California identifies the most critical factors in deployment. Assessment of leading electric vehicle Identifies actions being taken by state and local governments Lutsey et al. 2015b U.S. promotion activities in United States and public utilities to facilitate electric vehicle deployment in the cities 25 largest U.S. metro areas, as well as city-specific analysis. Identifies actions being taken by state and local governments Sustaining electric vehicle market Lutsey et al. 2016 U.S. and public utilities to facilitate electric vehicle deployment in the growth in U.S. cities 50 largest U.S. metro areas, as well as city-specific analysis. State strategies for electric vehicle Explores perspectives from stakeholders, strategies for NASEO 2013 U.S. deployment: Outreach and education increasing EV deployment and lessons learned in outreach. campaigns The promotion of electric vehicles in PEV promotion landscape and where improvements need to be Plug In America 2015a U.S. the United States made in different areas. Leading edge of electric vehicle Compares leading electric vehicle markets in California and Searle et al. 2016 California market development in the United identifies consumer awareness and other policies in place in States: An analysis of California cities markets where electric vehicle uptake is high. Comparison of leading electric vehicle Investigation and analysis of incentives for EVs in the five largest Tietge et al. 2016 EU policy and deployment in Europe EV markets in Europe. EV policy compared: An international Van der Steen Presents and analyzes findings from a research project on eight 2015 Multiple comparison of governments’ policy European countries and California. et al. strategy towards e-mobility Plug-in electric vehicles: A case study Case studies of Norway, Netherlands, California, U.S., Japan, Vergis et al. 2014 Multiple of seven markets France and Germany. City readiness system assessment of Analysis and model to assess the city readiness of electric Wang & Liu 2015 China electric vehicle adoption in China vehicle adoption in demonstration cities. The cross-state action plan provides a broad overview of the ZEV Program current status of the ZEV market, determines priorities for Implementation 2014 8 U.S. states Multi-state ZEV action plan government action, and proposes a research agenda and key Task Force partnerships.

WORKING PAPER 2017-03 INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION 5 LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

Table 3 provides an initial catalogue of not necessarily all government initiatives. location, incentives, and model avail- the different actions in select electric In the following sections, we categorize ability. Most markets analyzed here have vehicle markets. The markets have been and discuss the wide range of outreach some combination of online electric selected here because they are leaders and awareness actions that are currently vehicle-related resources that address in electric vehicle sales and uptake being implemented around the world. most of these potential information (e.g., see Tietge et al., 2016; Slowik and Examples within each category are needs. For example, electric vehicle Lutsey, 2016; Lutsey et al., 2016). We provided. As indicated above, all of the informational materials are available on note that, although the exact actions actions described below help to address websites in Norway (Elbil, 2016), the can differ greatly by scale and details, and overcome key consumer barriers Netherlands (Nederland Elektrisch, we have attempted to capture the related to awareness and understanding 2016), British Columbia (Plug in BC, major categories for actions underway of electric vehicle technology. 2016), Québec (Hydro-Québec, 2016a; in the various markets. These actions AVEQ, 2016; CAA, 2016), and many occur at different scales, from national others. Some regions have a dedicated campaigns to activities within small INFORMATION AND TOOLS one-stop-shop for most of the informa- vehicle-enthusiast clubs. The noted We identify five distinct elements of tion that consumers need, e.g. the United actions in the table had a significant electric vehicle awareness that relate to Kingdom’s Go Ultra Low website (Go level of exposure and affected more than information and tools: general informa- Ultra Low, 2016), while the information a small group of people, but they were tion, cost comparison, public charger can be more dispersed in other regions.

Table 3. Electric vehicle consumer awareness and education actions

Public Regional Information and tools events Exposure to EVs from fleets planning

Region information General comparison Cost location Public charger Incentives Model availability Ride and drive EV showcase Public fleet fleet Government cars Carsharing/Rental cars Company Tourism plan/Initiative Action projects Demonstration campaigns awareness Consumer and education Youth development professional and recognitions Awards activities dealer awareness Auto Signage and labeling Consistent

Germany X X X X X X X X X X X X X X X X

Netherlands X X X X X X X X X X X X X

Norway X X X X X X X X X X X

United X X X X X X X X X X X X X X X Kingdom

California X X X X X X X X X X X X X X X X X X

Oregon X X X X X X X X X X X X X X X X X

Northeast X X X X X X X X X X X X X X X X U.S. States British X X X X X X X X X X X X X X X X X X X Columbia

Québec X X X X X X X X X X X X X X X X X X X

Beijing X X X X X

Shanghai X X X X X X X

6 INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION WORKING PAPER 2017-03 LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

Websites tend to differ in terms of how to experience electric vehicles. In fact, demonstration projects for the new much information is provided, how one survey suggests that first-hand technology. Examples are California’s consumer-oriented the information is, experience shared by electric vehicle ZEV action plan (California, 2016), and how easy it is to locate information. experts is one of the most influential the Multi-State ZEV Action Plan (ZEV sources of information (Williams & Program Implementation Task Force, To identify the differences across Johnson, 2016). The ride-and-drive 2015), Oregon’s Electric Avenue dem- regions’ informational materials, we events discussed here occur at least onstration (Halvorson, 2015), Québec’s provide more details on electric vehicle once a year. Examples are California’s Transportation Electrification Action cost comparison tools. The results of Experience Electric campaign (CSE, Plan 2015-2020 (Québec Ministry of a survey in California of recipients of 2016) and Best.Ride.EVer! ride-and-drive Transportation, Sustainable Mobility electric vehicle purchase rebates indicate series; National Test Drive Day in the and Transport Electrification, 2016a), that fuel cost savings are the primary Netherlands (Tietge et al., 2016); Mass Germany’s Electromobility Model motivation for selecting an electric Drive Clean (Mass Drive Clean, 2016); Regions and Showcase Regions for vehicle (Williams & Johnson, 2016). Branchez Vous in Québec (Branchez Electric Mobility, and China’s “Ten Most of the regions provide simple cost Vous, 2016); the Regent Street Motor Cities and 1,000 New Energy Vehicles” comparison information or tools to help Show in the United Kingdom; and project. Germany’s Showcase Regions consumers understand the potential cost the Electric Vehicle Symposium and for Electric Mobility project has a savings. Some of them only give com- Exhibition (EVS, 2016). Good examples budget of €180 million (about $202 parisons of upfront costs, while others of EV showcases are Oregon’s EV Fest million), which has been allocated to also include operating costs such as fuel, (OEVA, 2016) and Shanghai’s EV Zone four regions from 2012-2016 to spark servicing, and insurance. Some of them (EV Zone 2016a, b). public interest in electric mobility present the information in tables (Go (Meyer, 2015). Québec’s 2015-2020 Ultra Low, 2016), while others provide action plan has a budget of more than some degree of interactivity, allowing EXPOSURE TO ELECTRIC $420 million. Such overarching electric VEHICLES FROM FLEETS users to input their own preferences, vehicle planning programs cover many such as vehicle model and travel data Incorporation of electric vehicles into of the activities discussed below. (Drive Clean, 2016). One of the more fleets both directly increases their use sophisticated examples is Germany’s and provides prospective owners with CONSUMER AWARENESS interactive online total cost of ownership increased exposure to the vehicles. All CAMPAIGNS calculator (Schaufenster elektromobili- the regions covered in Table 3 have tat, 2016a), which shows different results incorporated electric vehicles into public Electric vehicles are an emerging in tables and graphs in real time. and government fleets to some extent, technology that has not reached beyond and there are also electric vehicles the “innovator” and “early adopter” Another key piece of consumer informa- available in carsharing/rental services consumer categories in most markets. tion is the location and availability of in these regions. Many companies in the The marketing of a new and different public charging infrastructure. There markets discussed above are devoted technology presents challenges, and are many charging availability maps to electrifying their fleets, either with the right messaging can be enormously available, and related mobile applica- or without the support of government helpful in increasing public acceptance. tions in Norway, Netherlands, the incentives. Few regions in this study The campaigns included here are United States, and France that provide have seen major efforts to promote dedicated efforts that aim to raise additional convenience. Key features of electric vehicles in tourism. Exceptions consumer awareness of electric vehicles. mobile applications are to ensure a con- include the West Coast Green Highway Examples are United Kingdom’s Go tinually updated network and to provide (West Coast Green Highway, 2016), Ultra Low campaign, British Columbia’s real-time information about whether Oregon’s Plug and Pinot program Emotive campaign (Emotive, 2016), the particular charge points are available (Plug and Pinot, 2016), and Canada’s E-mazing race in Canada (E-mazing, for use. Okanagan Eco Wine Tour (Sun Country 2016), and social media marketing Highway, 2016). actions in Vermont (U.S. DOE, 2016b) and Québec (e.g., digital press and PUBLIC EVENTS television advertisement in French). Regularly occurring public events such REGIONAL PLANNING Initiatives from nonprofit and nongov- as ride-and-drives and electric vehicle Most governments now have some ernmental organizations (NGOs), for showcases are effective ways to draw form of action plans for electric example enthusiast clubs such as AVEQ media attention and allow consumers vehicles, and most have associated (2016) in Québec, are notable for how

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active they are on social platforms (e.g., sale. The development of the market indicating charging stations, access to Facebook, Twitter, Pinterest) and their could gain from programs that educate, high-occupancy vehicle and bus lanes, outreach to younger drivers. engage, and motivate dealerships and designated parking, etc.) at the national their salespeople to support electric or international level are yet to emerge. vehicle sales. Strategies for governments YOUTH EDUCATION AND include developing relationships with PROFESSIONAL DEVELOPMENT TOURISM dealer associations, holding workshops Many regions have support for formal and training sessions with dealers, and Tourism-based outreach efforts can also youth education and professional devel- offering awards and recognition. play a role in increasing awareness and opment in their campaign, and some use of electric vehicles. As mentioned universities/colleges offer dedicated Dealers are in the unique position of above, there are several examples degrees/certificates in electric vehicle interfacing with customers, so dealer where electric vehicles are being technology. For example, Germany’s actions can be critical in informing integrated within rental car and car- Showcase Regions (Schaufenster consumers about electric vehicles. Cahill sharing fleets that target resort des- Elektromobilitat, 2016b; Tietge et al., et al. (2014) and Lunetta & Coplon- tinations. In addition, electric vehicle 2016) provides support for education Newfield (2016) summarize some of promotion events at resort destinations and training; British Columbia provides the experiences, and the difficulties, at help connect the new technology with funding for electrician training the dealer-consumer level. As shown enjoyable driving experiences. The (Government of British Columbia, 2016); by Reichmuth & Anair (2016), electric Oregon Tourism Commission (2016) and Gateshead College and Sunderland vehicle availability can often be very low has developed Oregon Electric Byway University in the United Kingdom across many markets, and this limited itineraries to support tourism in electric offer a certificate/degree in electric model availability could be related to vehicles across with location of charging vehicle-related technology. In addition, dealers’ level of effort. Better consumer infrastructure on popular attractions in institutions such as the University of experiences at the dealership can the state, and facilitate electric vehicle California-Davis provide extensive facilitate the sales of electric vehicles. rentals for tourism through private- research and training for future leaders The Corporation of Québec Automobile sector partnerships. Another example in the field of electric vehicles. Dealers operates a website that allows is South Korea’s Jeju Island, which is prospective consumers to identify aiming to go all-electric by 2030 and is dealerships that have particular electric making progress in greatly increasing AWARDS AND RECOGNITIONS vehicle models available (La Corporation its electric vehicle fleet and charging Governments and organizations present des concessionnaires d’automobiles infrastructure (Tweed, 2014). various types of awards in recogni- du Québec, 2016). More information tion of individuals, organizations, or on exemplary auto dealer awareness OTHER businesses that play an important role activities is provided in Section III below. in advancing electric mobility. These Other indirect consumer outreach range from general awards for environ- actions may also be important for pro- CONSISTENT SIGNAGE AND mental leadership to awards specific to spective electric vehicle buyers. One LABELING electric mobility. For example, points example is programs that are directed can be earned for Leadership in Energy Programs that establish consistent at electric vehicle leasing. Leasing an and Environment Design (LEED) cer- signage and labeling for electric electric vehicle removes the risk of tification, one of the most popular vehicle infrastructure can help increase uncertain resale value, battery degrada- green building certification programs awareness and convenience, and is tion, and rapid technology updates for used worldwide, through installing important to safety (Seisler, 2012). the consumer. Based on a 2013-2014 electric vehicle chargers and providing Consistent signage is needed for both survey (NRC, 2015), the electric vehicle preferred parking for electric vehicles directional signs, which are used to leasing rate is significantly higher than (U.S. Green Building Council, 2016). guide drivers to charging stations, that for conventional vehicles in the and regulatory signs, which convey United States; 86% of Nissan Leaf drivers, restrictions related to charging and 44% of Chevrolet Volt drivers, and 22% of AUTO DEALER AWARENESS associated parking, such as time or conventional vehicle drivers are leasing ACTIVITIES access limits. Several governments their vehicles. In the United Kingdom, Dealer actions with relation to electric have been especially active in this the leasing companies are playing an vehicles continue to receive more area. Although such developments important role for ultra-low emission attention due to their importance in are underway, formal harmoniza- vehicles, with 4.7% of all new leased marketing and at the ultimate point of tion of electric vehicle signage (e.g., cars registered in 2015 being plug-ins,

8 INTERNATIONAL COUNCIL ON CLEAN TRANSPORTATION WORKING PAPER 2017-03 LITERATURE REVIEW OF ELECTRIC VEHICLE CONSUMER AWARENESS AND OUTREACH ACTIVITIES

compared with just 1.1% across all new specifically targeting the potential our literature review across various registrations (BVRLA, 2016). One study leasing market. categories (in Table 3). The major stake- (Lamberth-Cocca, 2016) investigates holders are the primary implementers several cases in European countries and III. Exemplary consumer of these actions, although many receive indicates that mobility-as-a-service (e.g., in-kind support or funding from other carsharing) programs help to minimize awareness actions in collaborating entities. the risk and cost for users and can help leading ZEV markets spur electric mobility. Major incentive Different categories of actions INFORMATION AND TOOLS programs around the world recognize mentioned above often complement the importance of leasing (Yang et al., each other to increase consumer Creating a one-stop shop for electric 2016), and it seems likely that consumer awareness. Table 4 shows some of the vehicle-related information and tools, awareness campaigns might gain from examples of programs and actions from including basic information, model

Table 4. Exemplary actions from major ZEV markets

Major Category Sub-category Region stakeholder Program Description Technology, National A comprehensive and easy-to-navigate website that gives U.K. Go Ultra Low cost government consumers everything that they need in one stop. Infrastructure, National Info and tools U.S. AFDC, Drive Clean Suite of information for EV consumers. policy government Policy, State California Drive Clean Comprehensive information tailored for CA consumers. incentives government An annual event that aims to increase awareness of EVs. It typically lasts for one week and has events all over the country. National Drive Each event is led by local EV drivers and advocates and U.S. NGOs Electric Week includes some combination of EV parades, ride-and-drives, informational booths, and more. Individuals can also volunteer Ride and drive to organize an event. Annual multi-city campaign to demonstrate the benefits of transportation electrification in Québec. The event includes Public events NGO and Rendez-Vous Québec consumer ride-and-drives, electric bicycles, sightseeing tours government Branchés in electric buses, keosks and panels from EV experts, and more. The EV zone includes EV carsharing, an EV rental plan, a service center that can import EVs without having to go National, city EV Demonstration EV showcase Shanghai through cumbersome customs procedures, a network of government Zone charging stations, data collection, and free EV test drives for the public. One example is Schiphol Airport, which has a fleet of e-buses Electric buses and and taxis to shuttle passengers. Taxi Electric, the first fully Netherlands Business taxis electric taxi company, also has a fleet of electric cars that offer transfer services to Schiphol. Private fleets Marketing in trade magazines, LinkedIn paid-for advertising, organized fleet summit to educated fleet managers and U.K. Business Companies purchasers, launched “Go Ultra Low Companies” initiative to celebrate leading businesses. CA’s fleet is on track to exceed the goal that at least 10% of State California Executive order state fleet purchases of LDVs be zero emissions by 2015 and government 25% by 2020. Exposure Government from fleets fleet Transportation State Electrification The government has set a target to add 1,000 electric vehicles Québec government Action Plan 2015- to its fleet by 2020. 2020

Carsharing/ Canada, Germany, Carsharing services operating with electric vehicle fleets in Business Car2Go Rental cars Netherlands, U.S. multiple cities in the world. In 2015, 24% of new passenger cars sold in Norway were EVs. Approximately 42% of new car registrations in Norway are Company cars Norway Business Posten and others company cars (Tietge, 2016). For example, Norway’s postal service, Posten, ordered 240 electric vehicles to add to its fleet in 2015, which already has 900 electric vehicles.

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Major Category Sub-category Region stakeholder Program Description The Clean Cities program is a national network of more than 100 local coalitions with the goal of reducing petroleum use. Action plan/ National The program provides funding and resources to support Initiative/ U.S. and local Clean Cities Exposure local projects. One of them is Electric Vehicle Community Partnership government in regional Readiness, of which Oregon and California are among the planning awardees. Electromobility Two programs that promote electric mobility in a number of Demonstration National Germany Model and regions, both of which combine government and industry projects government Showcase regions funding and expertise. Consumer Go Ultra Low is a joint government and industry campaign National awareness NA U.K. Go Ultra Low which aims to increase EV market share by helping consumers government campaigns understand the benefits of EVs. Gateshead College’s Skills Academy for Sustainable Youth Manufacturing and Innovation provides electric vehicle- education University, University college related training ranging from manufacture to maintenance. and NA U.K. college degree program Sunderland University is the first university in the United professional Kingdom that offers a Master of Science in Low-Carbon development Vehicle Technology. Award for furthering electric mobility by the state of Bavaria. Awards and State NA Baveria, Germany eCarTec Award It is awarded in four categories and endowed with €60,000 recognitions government in total. Auto dealer Electric Vehicle Canadian Electricity Association and Plug’n Drive, an electric Industry, awareness NA Canada Dealership car advocacy group, awards dealerships that promote EVs; NGOs activities Awards 2015 was their second year giving the award. The departments of transportation in Washington, Oregon, California, Oregon, State West Coast Green and California adopted a standardized symbol to identify NA Consistent British Columbia government Highway publicly accessible electric vehicle charging stations along signage and major roadways. labeling The government of Québec has standardized signage and Government Electric vehicle NA Québec labeling for electric vehicle license plates, EV designated of Québec pictogram parking spaces, and EV access to HOV lanes. State agency supports tourism in electric vehicles Oregon Electric Government across the state, with information, location of charging Tourism N/A Oregon Byways EV and business infrastructure at popular attractions, and partnerships to Tourism Initiative facilitate electric vehicles in rental fleets. availability in a given area, incentives, offer comprehensive information that is hub for consumer experience, and a cost comparison, and public charger consumer-oriented (i.e., compared with service center for electric vehicles. locations, can be key for facilitating others that are more policy-focused). Easy access to this suite of facilities consumer understanding. According Other state-sponsored campaigns with and services has made it valuable to results of a survey of battery electric well-managed online informational in promoting electric vehicles and vehicle owners in Norway (Figenbaum, electric vehicle resources include those raising consumer awareness. They are 2016), the most important sources by Connecticut and New York (see further discussed in the case study of information for owners were the Connecticut Department of Energy below. Public events offer first-hand Norwegian EV association, blogs, and Environmental Protection, 2016; experience with the technology and media, dealers and friends, in that NYSERDA, 2016). can increase purchase desire. For order. This shows that an effective example, about 15% of the participants online information hub can aid the in the 2015 Best.Ride.EVer! ride-and- diffusion of electric vehicles. Table 4 PUBLIC EVENTS drive series in California purchased includes three examples of one-stop National Drive Electric Week is an or leased a plug-in electric vehicle shop websites for electric vehicle- annual event that continues to gain three to six months after attending a related information. The websites, from popularity in the United States as ride-and-drive, and 94% shared their the United Kingdom (Go Ultra Low, well as multiple other cities around experience with others (Paauwe, 2016). 2016), California (Drive Clean, 2016), the globe. The EV Zone in Shanghai Similarly, participants in the Drive and the United States (AFDC, 2016), (EV Zone, 2016a,b) has served as a Electric Northern Colorado’s test drive are supported by the government and combination of a testing ground, a campaign stated that they were more

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likely to purchase an electric vehicle to draw news coverage and pique successful in advancing the develop- after test drives (Freyschlag, 2016). greater understanding and interest ment of the sector. For example, more Other notable state-sponsored ride- among the public. Carsharing or rental than 270 employers have committed and-drive campaigns include those by car services that have sizable electric to providing charging at more than Massachusetts, Rhode Island, Vermont, vehicle fleets and operate in multiple 600 workplaces, with more than 5500 and New York (see Mass Drive Clean, regions (e.g. Car2Go, Autolib), could installed or planned stations under 2016; Rhode Island Office of Energy have a greater impact on consumer the Workplace Charging Challenge Resources, 2016; Vermont, 2016; New awareness, as they increase name rec- (Graham, 2016). York, 2016). ognition and raise the daily visibility of electric vehicles in the communities Germany has implemented electric Electric vehicle showcases also they serve. vehicle demonstration projects through contribute to overall awareness. Drive the Electromobility Model Regions Oregon was the recipient of a recent The Go Ultra Low program in the and Showcase Regions for Electric $1 million U.S. Department of Energy United Kingdom also aims to increase Mobility programs. Funded by both grant to develop and launch a regional consumer awareness through exposure industry and the federal government, electric vehicle showcase. Over the to fleets. The comprehensive fleet these programs are implemented and three-year project, Drive Oregon will program includes paid marketing in operated at the local and regional level. develop a permanent storefront to trade magazines and on LinkedIn, par- The Electromobility Model Regions showcase electric vehicles as well ticipation at fleet events, and a Go Ultra program supports the research and as a number of “pop-up” showcases Low organized fleet summit to educate development of more than 100 electric throughout Oregon and Washington. fleet owners and purchasers about vehicle projects that aim to overcome The program also includes showcases the benefits of electric vehicles. In barriers to making electric vehicles of charging infrastructure, expert addition, the Go Ultra Low Companies appropriate for everyday use. Similarly, staff on site, ride-and-drive events, a initiative highlights and acknowledges the Showcase Regions for Electric multimedia marketing campaign, and businesses that have already adopted Mobility program funds approximately partnerships with utilities and other electric vehicles in their fleets and fur- 90 projects and 300 activities that stakeholders (Drive Oregon, 2016). A thermore plan to make 5% or more of aim to overcome technological and number of Northeast U.S. states have their fleets electric by 2020 (Go Ultra social barriers to electric vehicle showcased electric vehicles in recent Low Companies, 2016). uptake, including consumer awareness. auto shows (e.g., Balestriere, 2016). Together these programs combine Government officials in Connecticut more than €440 million in funding REGIONAL PLANNING and Massachusetts used such events as from the federal government and the an opportunity to announce additional There are numerous examples of private sector over multiple years of funding for their state purchase broader government commitments implementation. More information on incentive programs (Hartford Courant, that are important in developing these programs can be found in Tietge 2015; Massachusetts Office of Energy electric vehicle roadmaps, along with et al., 2016. and Environmental Affairs, 2016). demonstration projects in key areas, which can engage and mobilize local stakeholders in e-mobility. One such CONSUMER AWARENESS EXPOSURE TO ELECTRIC example is the EV Everywhere program CAMPAIGNS VEHICLES FROM FLEETS by U.S. Department of Energy (U.S. Consumer awareness campaigns, when A number of fleet activities provide DOE, 2016a), which is the umbrella accompanied with other promotions, multiple benefits, including increasing effort to increase the adoption of can be powerful in increasing visibility electric vehicle sales, usage, exposure, plug-in electric vehicles, including a of electric vehicles and prospective and awareness. Larger electric vehicle range of campaigns such as Workplace consumers’ engagement. In a survey of purchases by governments and Charging Challenge, the Clean Cities more than 2,000 potential car buyers companies increase sales and usage network of local coalitions, the EV in Québec, 21% said they learned about by drivers who otherwise may not have Community Readiness project, and the electric vehicles from social media (The had any knowledge of, or previous Best.Ride.EVer! awareness campaign. Climate Group, 2013). The results of a exposure to, electric vehicles. These These varied programs target different survey in Norway (Figenbaum, 2016) purchases also serve broader public aspects to advance the uptake of illustrated the importance of a social awareness objectives, as they are likely electric vehicles and have been network: After owning electric vehicles

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for just two years, 67% of owners state’s snowy winters (Drive Electric YOUTH EDUCATION AND had inspired at least one friend or Vermont, 2015). Connecticut and PROFESSIONAL DEVELOPMENT family member to buy an electric New York have also produced videos Education that provides some kind of vehicle, and about 14% of owners to dispel some of the myths about degree or certificate, and systematic had inspired three or more friends electric vehicles and share some of training that targets professionals, are or family members to buy one. This their benefits; both are available on essential to the sustainable growth YouTube (Connecticut Department of social network effect is especially of the electric vehicle industry. The Energy and Environmental Protection, notable, as Norway is the only programs at Gateshead College 2015; New York Department of national market, with more than 20% and Sunderland University in the Environmental Conservation, 2016). of new car sales being plug-in electric United Kingdom, cited earlier, are High-profile challenges and contests vehicles, to reach a level of market such examples. Gateshead College’s are another form of raising public penetration beyond early adopters Skills Academy for Sustainable into the mainstream. awareness, such as the Formula E Manufacturing and Innovation Championship (Formula E, 2016), and provides electric vehicle-related The United Kingdom’s Go Ultra the E-mazing race (E-mazing, 2016) training ranging from manufacture to Low campaign is an example of a in Canada. maintenance. Sunderland University successful multi-media campaign, and is the first university in the United it is discussed in greater detail in the Another ZEV consumer education and Kingdom to offer a Master of Science case study section below. Another awareness campaign stands out. In in Low Carbon Vehicle Technology key project that is underway in 2016, April 2016, the eight states that have (IEA, 2012). stemming from the U.S. Department signed a memorandum of understand- of Energy Clean Cities initiative, is ing to promote zero-emission vehicles In Québec, the CEGEP Saint-Jérôme the PHEV Demonstration Program (see Multi-State ZEV Task Force, and Rivière-du-Loup have set up and Social Media Campaign. The 2016), along with the automotive programs to train the workforce in grant awardee, ASG Renaissance, industry, established a public-private transportation electrification. Through is partnering with Ford, the New partnership to develop and launch a training and education, the program York Department of Transportation, multi-dimensional campaign that will aims to achieve a workforce capable of Massachusetts Clean Cities, and engage consumers and familiarize meeting the current and future needs several other Clean Cities coalitions to them with electric vehicle benefits of businesses operating in electromo- implement the campaign. Total project and features. The campaign is rolling bility (CEGEP, 2016). funding is over $900,000, with about out in two phases. The first phase, half from U.S. DOE (Prebo, 2016). The which began in 2016, includes market AWARDS AND RECOGNITIONS campaign is focused on several key research to develop a campaign Northeastern markets, and aims to strategy under different budget Awards and recognitions to organiza- promote electric vehicle uptake by scenarios. This strategy will outline tions or other entities complement giving 60 to 70 social media influenc- creative concepts, target audiences, other electric vehicle promotion ers extended test drives. During this and key messaging; identify appro- actions. One example of awards period, they will share experiences priate channels and mix for target targeting electric mobility is the with friends through blogs, Facebook, audiences; test key messages with annual eCarTec awards, presented Twitter, Instagram, and YouTube. target audiences in diverse markets; annually at the eCarTec Trade Fair for and describe metrics for measuring Electric and Hybrid Mobility in Munich A similar, but smaller effort in the U.S. success. During the planned (eCarTec, 2016). Awards are given in is led by Drive Electric Vermont. The second phase, which is contingent four categories, with prizes of €15,000 social media program has a $5,000 on adequate funding, one or more for each. Another example is the 2016 annual budget and includes outreach firms would implement the strategy Prix Génie innovation award in Québec, through Facebook, Twitter, and and launch the campaign. This will which was given to the Innovative YouTube (U.S. DOE, 2016). Olympic include providing creative executions, Vehicle Institute for its contribution to snowboarding gold medalist Ross a logo, media planning and procure- the development of the eLion electric Powers, a Vermont native, starred in a ment, website creation and support, school bus (Ordre des ingénieurs 2015 video demonstrating the benefits and public relations and stakeholder du Québec, 2016). A more general of electric vehicles, even in the engagement activities. program for environmental leadership

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is the Vermont Governor’s Awards for AUTO DEALER AWARENESS for the program is held during a regular Environmental Excellence (Department ACTIVITIES auto dealers meeting. CARA secures of Environmental Conservation, 2016). extensive press coverage via its media Auto dealers’ activities to raise contacts, which increases exposure electric vehicle awareness can include In the United Kingdom, the Go Ultra and encourages broader participation strategies for governments to support Low campaign identifies and highlights (Multi-State ZEV Task Force, 2015). dealers and the development of companies that are incorporating documentation for best practices for zero-emission vehicles in their fleets. Another important activity in this successful dealerships. For the first A number of organizations, including category is improving the dealership aspect, conducting conferences and Microsoft and the London Fire experience for consumers. A detailed workshops, such as the EV Roadmap Brigade, are already adopting electric assessment of manufacturers’ Conference (EV Roadmap, 2016), is a vehicles in their fleets and have been marketing of electric vehicles is not common way for governments to com- recognized by the government as “Go available, but there are several resources municate with the dealers and discuss Ultra Low Companies.” In order to on dealers’ practices regarding electric possible strategies. As discussed above, be given this distinction, firms must vehicle promotion. Table 5 summarizes awards and recognition programs, if pledge to make at least 5% of their the related findings from several papers designed effectively, can be part of fleet electric by 2020 (Go Ultra Low that were focused on the U.S. market. the approach to motivating dealers. The literature indicates that dealer- Companies, 2016). One key factor is developing evaluation ships can improve their marketing of metrics for the award. For example, Awards recognizing dealers who electric vehicles by ensuring educated the evaluation criteria of California’s actively promote electric vehicles are and motivated salespeople, maintaining Governor’s Environmental and growing in popularity. Two Vermont consistent and sufficient inventory of Economic Leadership Awards includes dealerships that invested significantly electric vehicle models, using comple- not only the sales volume of zero- in promoting plug-in electric vehicles mentary and supportive displays, and emission vehicles, but also outreach were recipients of the Governor’s developing recognition programs for and support to customers during and Awards for Environmental Excellence leading sales staff. One study (Lunetta after the sale, and efforts to create in 2014. Although Massachusetts does & Coplon-Newfield, 2016) shows a greener dealership (GEELA, 2016). not have such an award program, that there is substantial room for Similarly, Canada’s Electric Vehicle its rebate program website shows improvement among dealerships and Dealership Awards takes into account automakers. For example, the chance statistics on retailers that sold the sales, marketing efforts, community of not finding an electric vehicle at a most electric vehicles in terms of events and education, and onsite dealership more than doubles in ZEV rebates received (MOR-EV Program, promotion such as number of days with states outside California. When visiting 2016), which can have a similar moti- inventory, percentage of salesperson dealerships with electric vehicles on vational effect on dealers. Examples trained to sell electric vehicles, visibility display, the salesperson failed to talk of awards that target dealers are the of promotional materials and etc. (CEA, about tax incentives one-third of the Annual Electric Vehicle Dealership 2016). Another approach is to involve time. In recognizing the importance of Awards in Canada (Klippenstein, automobile associations, as well as engaging auto dealerships, the National 2015), the Automobile Dealer Zero other stakeholders, in the process to Automobile Dealers Association has Emission Vehicle Promotion category encourage participation and maximize created “A Dealer Guide To Marketing under the annual California Governor’s impact and publicity. For example, Electric Vehicles,” which includes Environmental and Economic Canada’s award program is a collabora- critical information for educating and Leadership Awards (CalEPA, 2016), tion of a nonprofit called Plug’n Drive, familiarizing sales staff with electric and the Connecticut Revolutionary the Canadian Electricity Association, vehicle technology and the major Dealer Award (Department of Energy the Canadian Automobile Association, federal policies and initiatives in place and Environmental Protection, 2016). and other sponsors. Another example to promote it (NADA, 2015a). Some of these programs have notable is the Connecticut Revolutionary Dealer features, including developing partner- Award, which is a collaboration of the ships with industry associations to gain state’s Department of Energy and CONSISTENT SIGNAGE AND additional impact and widely publiciz- Environmental Protection (DEEP) and LABELING ing the award to attract dealer par- the Connecticut Automotive Retailers Consistent signage and labeling can ticipation and help gain media traction. Association (CARA). The kickoff event increase visibility of electric vehicles

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Table 5. Studies related to dealer-level electric vehicle activities

Author Year Region Title Best practices Need at least 10 electric vehicle models on site for sufficient selection, and A dealership perspective: should have at least 20-30 during periods of peak demand. Carney 2016 U.S. How we can sell millions of EVs Having EVs displayed under a solar canopy with charging stations greatly increases consumer interest. Maintain an adequate selection of at least 10-15 PEVs during peak demand; New Vehicle Dealerships and these cars should be in good condition, cleaned, charged and ready to drive. Collantes et al. 2014 U.S. Plug-in Vehicles: Workshop Featuring PEVs alongside collateral products such as chargers and solar Summary and Insights canopies helps associate PEVs with buyer values such as oil independence and environmental friendliness. Articulate to consumers the value of EV technology and incentives can be one of the most effective tools to increase widespread EV adoption. Engage in certification and training programs to ensure that salespeople have the proper knowledge and enthusiasm about EVs, including charging methods and state and federal rebates and tax credits. Place vehicles in prominent locations, such as in a showroom, by the side of REV UP Electric Vehicles: Lunetta & the road, next to charging stations, or under special canopies. Multi-State Study of the Coplon- 2016 U.S. Electric Vehicle Shopping Advertise EVs on dealer web site and in local media. Newfield Experience Provide website on when the EV expert(s) are available. Work with local pro-EV groups to participate in test-ride events. Help buyers in charging station networks. Help prepare state incentive paperwork for customers at point of sale. Recognize and reward high-performance EV sales staff. A Dealer Guide to Marketing Have a suite of sales information and training programs to help dealership NADA 2015a U.S. Electric Vehicles staff with PEV marketing. Marketing EVs hinges on a dealer’s ability to turn salespeople into “EV Dealers Urged to Turn to experts,” in order to make a customer feel confident about investing in a NADA 2015b U.S. Salespeople to Win New EV vehicle that may require them to think differently about commuting, long- Customers distance travel, service, financing, and even parking. Electrifying the Vehicle Market: Evaluating Reichmuth & Improve the availability of EVs and the number of models available at 2016 U.S. Automaker Leaders and Anair dealerships. Laggards in the United States Place EVs and charging stations prominently at the front of the lot. Charging Up: The Role of Include creative placement of HOV lane incentive stickers on the cars and/or States, Utilities, and the Auto signs about rebates to remind consumers of the types of incentives available. Industry in Dramatically Rushlow et al. 2015 U.S. Accelerating Electric Vehicle Five U.S. states offer some sort of incentive or recognition to dealerships that Adoption in Northeast and sell electric vehicles; Connecticut offers dealers an incentive payment worth Mid-Atlantic States 10% of the consumer rebate; Massachusetts tracks and displays online the auto dealers that are selling high numbers of electric vehicles. About 70-80% of electric vehicle purchasers in California received the Leading edge of electric state rebate, with some companies and some electric vehicle models vehicle market development Searle et al. 2016 California lower or higher. in the United States: An analysis of California cities Not actively promoting the $1,500-$2,500 state rebate when marketing electric vehicles could squander sales opportunities. and make life easier for their drivers. In have been especially active in this symbol for electric vehicle charging addition, consistent signage is needed area. For example, in response to that incorporates a representation of to guide drivers to charging stations concerns raised by Oregon, the an electrical cord rather than a fuel and indicate any restrictions related to Federal Highway Administration issued pump and hose. This alternate symbol charging and parking, such as time or an interim approval for the optional is used by the states of California, access limits. A number of governments use of an alternative general service Connecticut, Delaware, Illinois,

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Maryland, Minnesota, New Jersey, New IV. Case studies on and digital advertising, consumer York, Oregon, Vermont, Virginia, and consumer electric vehicle experience events, community- Washington (U.S. DOT, 2016), following focused programs, and fleet-focused a recommended action for its use by programs press. The campaign has, at times, also the Multi-State ZEV Task Force (ZEV This section provides additional featured sports stars and television Program Implementation Task Force, discussion of five case studies that personalities who test-drive different 2015). The California Department of provide further detail about more electric vehicles and talk about their Transportation also identifies standard- mature electric vehicle consumer-ori- experiences on social media and online ized regulatory signs (e.g., parking and ented campaigns. The five case studies videos (Go Ultra Low, 2014). standing signs) for plug-in electric presented here include a multi-faceted In 2016, the campaign budget was £4 vehicle stations in Traffic Operations public-private campaign in the United million, co-sponsored evenly between Policy Directive 12-01. Germany has Kingdom; a U.S. campaign with dozens the government and the industry. The developed official signs for electric of cities providing local and personal campaign has actively tracked various vehicle parking spaces (Wirges, 2016). experiences to prospective new buyers; metrics to evaluate the impact. With As the charging network continues an electric vehicle demonstration zone £2.5 million in media spending in 2016, to expand with specialized options, in Shanghai that provides a unique the campaign achieved a total of 93% the signs may need to be updated to automaker, government, and consumer in its reach metric (i.e., among target include more technical information experience; an assortment of actions upper middle and middle class demo- regarding those options. in Amsterdam that together increase the exposure and visibility of electric graphics) and a 21.9 in its opportunity vehicles; and an exemplary provincial- to see metric (“OTS” is a measure of TOURISM level program in Québec. In each case, how many times the target audience is exposed to the campaign over Initiatives that link electric vehicle we summarize how the campaigns its duration). In addition to media awareness programs to tourism work, the key aspects of the program, spending, there was a £250,000 budget can also expand awareness beyond and the scale of activity. for creative production; £670,000 for existing users to new potential public relations, social media, events, consumers. The West Coast Green UNITED KINGDOM: GO ULTRA and partnership marketing; and Highway, a corridor between California, LOW NATIONAL CAMPAIGN £110,000 for research and evaluation. Washington, Oregon, and British The Go Ultra Low campaign is a col- The results from the 2016 campaign Columbia, includes eco-tourism and laborative effort between the United show that 51% of campaign recogniz- wine country elements. The Oregon Kingdom government and industry ers agreed the campaign changed the Tourism Commission provides relevant to increase public awareness of the way they think about electric vehicles, information on available charging infra- benefits, cost savings, and capabilities 53% said the campaign increased structure along key tourist attraction of electric vehicles. It brings together their interest in considering an electric routes, and facilitates electric vehicle the Government’s Office for Low vehicle the next time they buy a car, and rentals through private-sector partner- Emission Vehicles, the Society of Motor 66% took action to find out more about ships (Oregon Tourism Commission, Manufacturers and Traders, and eight electric vehicles, including spreading 2016). Other examples that incorporate car manufacturers on a brand-agnostic the word to friends and searching for electric vehicles and intelligent trans- campaign designed to encourage more further information. These statistics portation into the local tourism industry drivers to go electric. suggest that the campaign has been include resorts in Zermatt, Switzerland; successful in increasing uptake of the Goto Islands in Nagasaki, Japan; the The program’s website (www. ultra-low emission vehicles. Hakone electric vehicle town project goultralow.com) provides a one-stop in Kanagawa, Japan (IEA, 2012, 2014); shop for information about owning The national media actions are part and Jeju Island, South Korea (Tweed, and operating electric vehicles, of a much broader overall effort that 2014). In 2015, New York partnered with including basic details on incentives, also engages cities across the United private-sector stakeholders to study cost comparison, charger locations, Kingdom. The British government the feasibility of supporting electric model availability, and information for has allocated more than £600 million vehicle use in key tourist attractions in companies and fleets. The campaign between 2015-16 and 2020-21 to the state (see NYSERDA, 2015). also includes national press, radio support uptake and manufacturing

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of ULEVs in the country (Department grassroots level to bring the full range about 250 articles of news coverage in for Transport, 2015). Earlier this year, of events to local communities. This 2015, and more than 400 articles in eight cities were awarded a share of event continues to increase in scale 2016 (Plug In America, 2015b, 2016). £40 million under the Go Ultra Low each year. City Scheme to deliver innovative and National Drive Electric Week started locally focused initiatives to encourage Each local event is led by electric in 2011 as National Plug-In Day and uptake of electric vehicles (Department vehicle drivers from the area and expanded to an entire week of events for Transport, 2016). One of the cities, advocates, and includes some com- due to its popularity. In 2011, there were Milton Keynes, will receive £9 million bination of parades, ride-and-drives, events in 29 cities; in 2013, 100 events took place across 34 states with over to open an Electric Vehicle Experience tailgate parties, press conferences, 30,000 participants; in 2014, there were Centre that will provide consumer award ceremonies, informational 152 events across 38 states, 5 Canadian advice and offer short-term vehicle booths, and more. Most of the vehicles provinces and 3 European countries, loans. Bristol is receiving £7 million for displayed at showcases either belong with over 95,000 participants; in 2015, programs that include developing a to local drivers or are put on display 196 events took place across 41 states, scheme to encourage people to lease by dealerships or company corporate 7 Canadian provinces, Hong Kong, and a plug-in car for up to four weeks. offices. People have the chance to see New Zealand, with more than 130,000 Nottinghamshire and Derby will use a and experience the vehicles, talk to participants and 9,000-plus test rides. portion of their £6 million to pay for a owners and dealer representatives, In 2016, there were 235 events across new program letting local companies and learn about driving experience, 46 states, 8 Canadian provinces, Hong “try before they buy.” range, pricing, and model availabil- ity. Organizations or individuals can Kong, New Zealand, Denmark, Croatia, It is difficult to draw a direct line also volunteer to organize an event and Italy (Plug In America, 2016). More than 100 cities participated in between these efforts and electric in their community; the Drive Electric the 2016 event, which took place from vehicle uptake, but the market in the Week website offers rich and detailed September 10-18. United Kingdom has grown in step resources on how to run local events. with the Go Ultra Low campaign. The One city with particularly high partici- Apart from the regular events, there campaign was launched in January pant turnout is San Diego, where over are some special high-profile events 2014. Before that, electric vehicle 1,100 people attended and 165 electric each year, ranging from government market share in the country was 0.11% vehicles spanning across 24 models announcements of new electric vehi- in 2012 and 0.16% in 2013, with less than were available on display (National cle-related projects to manufacturer 3,600 electric vehicle sales per year. In Drive Electric Week, 2016). National product debuts to celebrity engage- 2014, annual electric vehicle registra- Drive Electric Week events have been ments. For example, in 2015, National tions more than tripled to over 14,000, linked to increased plug-in vehicle Drive Electric Week featured the debut and doubled again from there to over sales, which have jumped by as much of the 2016 Nissan Leaf and the Chevy 28,000 in 2015 (SMMT, 2016). as 23% the month after the events Bolt electric vehicle concept on the (Plug In America, 2016). Many of the West Coast. These vehicles were used UNITED STATES: NATIONAL leading electric vehicle uptake cities in for roughly 1,000 ride-and-drives at the United States have hosted regular DRIVE ELECTRIC WEEK the Los Angeles event. Nonprofits, CITY EVENTS National Drive Electric Week and other utilities, energy agencies, charging ride-and-drive and promotion events National Drive Electric Week is companies, academics, and others over the years (See Lutsey et al., 2016; a nationwide event to increase take part in the events. Some events Kwan et al., 2016). awareness and highlight benefits of initiate first-time conversations electric vehicles across U.S. cities. on topics such as improving cities’ Three nongovernmental organizations charging infrastructure. In Baltimore, SHANGHAI, CHINA: EV (Plug-In America, the Sierra Club, and the mayor announced the installation DEMONSTRATION ZONE the Electric Auto Association) serve of the city’s first fast charger, and a Shanghai is one of China’s chosen pilot as the national team to support the pilot program to test the viability of cities with special goals, incentives, various events across the country. In electric vehicles for the city’s fleet. and local actions to spur the electric addition, many local organizations These events reached some 6.5 million vehicle market. In January 2011, and individuals work together at the recipients on social media and received Shanghai was declared an International

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EV Demonstration City by the Chinese The Business Mode Innovation Center in an increasingly broad electric vehicle government, and an important part of has facilitated several electric vehicle market. Amsterdam is a prominent case. the designation was the creation of the business-to-consumer (B2C) and At the 29th Electric Vehicle Symposium EV Demonstration Zone in Shanghai’s business-to-business (B2B) sharing and Exhibition in Montreal (EVS29), Jiading District. The Zone acts as a programs and has more in the pipeline. Amsterdam won the E-Visionary Award hub for electric vehicle technologies, By the end of 2014, it had completed 836 for the second time for its efforts in and offers a suite of services including charging stations, one battery swapping helping develop the electric vehicle sales, test drive, business mode station, one ‘gas + charging’ station, two market. In 2015, Amsterdam’s new innovation, data collection, operation hydrogen stations and one “charging, plug-in electric vehicle share was 9% (or and maintenance, infrastructure swapping and storing” station. Shanghai over 5,000 new plug-in electric vehicles support, and marketing. expanded its demonstration program sold in the metropolitan area), which is to Pudong New Area in 2014. State Grid among the highest of European cities. The Zone is multi-faceted, with many Shanghai Municipal Electric Power Co, partners and many activities. It features Shanghai Expo Group, and Germany’s There are many local goals, programs, four centers (Test Ride and Drive, BMW will collaboratively develop 50 and policies that have worked in concert Business Innovation, Data Collection public charging poles (Lu & Fu, 2014). to continue to expand Amsterdam’s and Monitoring, Operation and Service), electric vehicle market. One of these is three platforms (International EV Pilot The growth of the Shanghai EV the goal to make as much transporta- Cities Forum, EV and Parts Exhibition, Demonstration Zone has coincided tion as possible emission-free by 2025, EV Championship Challenge), and with the growth of the electric vehicle including taxis, buses, delivery vehicles, two clubs (an enterprises club and a market. Shanghai is now the top market municipal vehicles, and boats (City user club). More than 50 organizations in China and one of the top markets of Amsterdam, 2016a). For example, representing different areas of the globally for electric vehicles. By 2014, Amsterdam is phasing in urban access industry have become partners in the Shanghai had exceeded its nationally regulations that restrict highly polluting Zone, including Nissan, General Motors, determined sales target by about 20%, vehicles from delivering goods in the BYD, Chery, Das Auto, ABB, Siemens, ranking first among China’s electric city’s inner urban core. As a result, Bosch, ThyssenKrupp, Hertz, State Grid, vehicle pilot cities in both actual sales logistics transit stations have been Tongji University, SAE China, China and as compared to the city-specific established around the city to transfer Pacific Insurance Group and others. targets. Approximately 10,000 electric goods to electric trucks for delivery. Membership in the user club exceeds vehicles were sold in Shanghai in 8,700, including 1,300 long-term users. 2014; in 2015, that number jumped to Fleets across Amsterdam are greatly over 40,000, representing about 11% increasing the volume of electric A number of additional activities further of all new electric vehicle sales. This vehicles and are also increasing show how unique the Zone is. The Test increase in uptake is due to many exposure to the vehicles among a Ride and Drive Center has 23 brands, factors, including a registration policy much wider population of drivers. For 29 models, and a total of 55 test drive that prioritizes electric vehicles as well example, carsharing service provider vehicles. The Center provides a profes- as consumer financial incentives for Car2Go has 350 vehicles across the city sional track where visitors can enjoy a their purchase. The increased outreach that are 100% battery electric, making test drive. It also has collaborated with and awareness activities like those in it the world’s first all-electric carsharing Tongji University to establish a Students’ Shanghai’s EV Demonstration Zone fleet. There are now more than 10,000 Experience Center. By the end of 2014, provided an important complement to individuals registered and membership total visitors and test drives exceeded those policies by helping ensure that continues to grow, so these drivers 130,000 and 42,000, respectively, and consumers were well informed about have the opportunity to ease their way about 10,000 surveys were completed. the new technology. into electric vehicles, one trip at a time. The Operation and Maintenance Center The service offers one-way carsharing, provides services such as vehicle import meaning vehicles can be rented and AMSTERDAM, NETHERLANDS: customs declaration, inspection, reg- parked in any commercial space without istration, and insurance, which make LOCAL EXPOSURE AND VISIBILITY ACTIONS specifying a return time or location in purchases easier for customers. It also advance (Iamsterdam, 2016). works with the original equipment man- A number of cities in Europe are ufacturers and fire stations to conduct pioneering new and comprehensive In addition to Car2Go’s all-electric fleet, emergency response training. programs to reach and motivate buyers other fleet programs are contributing to

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the exposure and awareness of electric also been numerous awareness-raising A $1 million media campaign, Propelling vehicles in Amsterdam. For example, events that create buzz and motivate Québec Forward with Electricity, was Schiphol Airport purchased 35 all- prospective drivers to explore the launched in the fall of 2015 to raise electric buses in 2013 to reduce main- technology. One example is the awareness of transportation electrifi- tenance cost and improve emissions Plug’N’Party campaign, which aims to cation and the provincial action plan. increase public awareness and send performance (King, 2013). In 2014, the The campaign included a kickoff press airport incorporated a fleet of 167 Tesla the message that electric vehicles conference (bringing together key Model S electric taxis (Joseph, 2014). are cool, fast, and fun to drive. At a dignitaries, including four government In addition, three taxi companies in the Plug’N’Party, a car charging station is ministers, 200 guests, and 12 members city operate fleets of more than 170 used as the electricity source for a disc of the media, in addition to exhibiting Nissan Leaf and e-NV200 all-electric jockey who sets up to play music on vehicles (Nissan, 2015). Each of these the street (TEDx, 2010). two electric vehicles, an electric bus programs cast a wider net than car and charging stations), TV and radio buyers and car sharers, capturing a Amsterdam also supplements these ads and videos, a bilingual website broader population of passengers and numerous exposure and awareness (transportsElectriques.gouv.qc.ca), instilling the idea that the technology activities by providing online tools a presence on social media, and the is now mature. and informational materials (called development of the action plan logo. “Amsterdam elektrisch”) that inform The logo, illustrated by an arrow repre- The breadth of publicly available and educate consumers on e-mobility senting movement, dynamism and the charging infrastructure also greatly (City of Amsterdam, 2016b). Also future, brings together and supports contributes to the exposure and available online is real-time informa- the main messages of the action plan. awareness of electric vehicle tion on the location and availability of Its colors echo the branding of the technology. Amsterdam already has electric vehicle charging infrastructure. one of the highest densities of charging Amsterdam was among the first cities Hydro-Québec Electric Circuit to create stations in the world; in 2014, there in the world to provide this type of a continuity effect between the two were more than 1,000 public charging real-time information via an open appli- initiatives. stations, and 1,000 semi-public or cation programming interface. Such The media buzz surrounding the launch private charging points (Iamsterdam, information has helped electric vehicle 2016). Much of this charging infra- drivers in Amsterdam overcome the of the Québec action plan and its structure is curbside, making it a very potential barriers related to charging advertising campaign was considerable. visible and constant reminder that availability and convenience. Nearly 80 positive or neutral articles there is sufficient charging infrastruc- were published on the subject, which also attracted a lot of interest in social ture for drivers to access easily. There QUÉBEC, CANADA: is also a system that helps optimize GOVERNMENT ACTIONS TO media. On YouTube, there were 234,205 the placement of chargers to where PROMOTE ELECTRIC VEHICLES viewings, with a viewing time of 80%, they are needed. When charging infra- well above the average in social media Electrification of transportation is structure is found to be insufficient or (40% to 50%). A post-campaign one of the means favored by the unavailable, citizens can request that survey showed that the population’s Government of Québec to contribute the government install electric vehicle support for the action plan is very charging stations on streets where to the fight against climate change. The high (94%). Moreover, the retention of they live or work. As long as certain province’s Transportation Electrification messages conveyed is excellent: 90% conditions are met (e.g., the electric Action Plan 2015-2020 is its blueprint of respondents are of the opinion that vehicle owner does not have access for moving toward this goal. The action the action plan will enable Québec to to private parking), public charging plan aims to reach 100,000 electric points may be installed at no cost to achieve its objectives. vehicles registered in Québec by 2020, the electric vehicle owner (Tietge et to reduce greenhouse gas (GHG) Québec has a broad program for the al., 2016). emissions in addition to creating jobs. promotion of electric transportation, Along with the increasing exposure To achieve this, 37 measures are carried which supports public awareness to electric vehicles from fleets and out by some 15 ministries, agencies and initiatives on electric vehicles (Québec charging infrastructure, there have state companies. Ministry of Transportation, Sustainable

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Mobility and Transport Electrification, Electric Circuit. The extensive Electric discussed in this report have imple- 2016b). The initiatives offer financial Circuit network has over 750 charging mented a diverse set of electric vehicle assistance for the implementation of stations in operation, including sixty outreach and awareness actions, and electric vehicle outreach initiatives, 400-volt fast charging stations, to help the details vary significantly across programs. For example, consumer and the organization of international allay the range concerns of electric awareness campaigns can involve events in Québec. The budget for vehicle users. radio and television commercials (in electric vehicle awareness initiatives the United Kingdom and Québec), is approximately $1.1 million per year. V. Conclusions celebrity ambassadors (in the United Québec provided financial assistance Kingdom), test drive and experience This paper reviews leading global to host the Electric Vehicle Symposium sharing (National Drive Electric Week practices on electric vehicle consumer & Exhibition (EVS29), one of the awareness and outreach activities. It in the United States and Shanghai’s EV largest international electric vehicle reviews literature on the importance Demonstration Zone), social network conferences, in Montréal in June of consumer awareness and identifies posts and messaging (PHEV social 2016. The symposium was promoted exemplary actions in leading electric media campaign in the Northeastern by range of social media campaigns, vehicle markets. Based on our review, United States), competitions and challenges (E-mazing race in Canada; including e-press (e.g., infographics), we also selected five case studies for Formula-E), and more. Stakeholders television advertisement, and a video additional discussion to help better can continue to devise approaches on the transportation ministry website understand the key elements of successful comprehensive consumer that expand, build upon, and innovate to connect the event with public work awareness campaigns. Although this from these activities. on electric vehicles. work is focused on how actions to Stakeholders would ideally col- increase awareness and understand- Funding from the action plan includes laborate to leverage strengths and ing might influence electric vehicle $24.5 million for public transportation effectively utilize limited resources on uptake, we note that a broad array of showcase projects, $11.9 million for electric vehicle awareness campaigns. promotion actions (e.g., financial and A wide range of stakeholders have the Montréal City Mobility initiative, non-financial incentives, deployment taken action to increase education and $6.6 million for an electric taxi dem- of charging infrastructure, high awareness, including multiple levels of onstration program, and $30 million model availability, effort to increase government, nonprofit organizations, to support the deployment of electric awareness and understanding, others) businesses, academic institutions, local school buses (Québec Ministry of are key to expanding the market. We communities, and individuals. There conclude with the following findings on Transportation, Sustainable Mobility are many opportunities to increase electric vehicle consumer awareness and Transport Electrification, 2016c). outreach efficacy through collabora- activities: tion, especially as the technology and Finally, the action plan has invested Action to increase consumer programs to promote it continue to $2.5 million to support the installa- awareness is a key part of supporting mature. One example of successful tion of fast charging stations along the growth in the early electric vehicle collaboration is how the Connecticut main roads, $5.4 million to support market. On average, consumers in government and the auto industry the installation of charging stations many regions are largely unfamiliar with work together to give auto dealers for multiunit residential buildings, electric vehicle technology, unaware of incentives for selling electric vehicles. new office buildings and for on-street available incentives, and uninformed Another is how the United Kingdom’s parking and $500,000 for charging about the range of benefits that Go Ultra Low campaign brings stations in urban areas along business electric vehicles provide. Consumers together government ministries and with some level of understanding of the automobile industry to collaborate arteries in Montréal and Québec and experience with the technology on efforts to increase consumer under- City. The government is deploying are more likely to consider an electric standing and awareness. Local electric provincial recharging infrastructure vehicle in their future purchasing or vehicle events that are co-organized throughout Québec, connected to leasing decisions. Markets with high by multiple groups (electric vehicle neighboring provinces and states, electric vehicle growth and uptake enthusiasts and nonprofit organiza- and the public charging stations are have tended to have more sophisti- tions, auto industry representatives, deployed as part of the Hydro-Québec cated consumer campaigns. The areas and governments) could ensure that

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a wider audience of prospective Local context and resources can be programs. Developing and using electric vehicle buyers is reached. important in assessing the feasibil- metrics to evaluate programs’ effective- Governments can choose to use their ity and effectiveness of an electric ness could become helpful over time, convening power, implement these vehicle consumer awareness program. especially as next-generation vehicles outreach activities, provide partial A number of existing programs have become available in larger numbers. funding, form partnerships with other focused on the local landscape. For Quantifying campaigns’ precise stakeholders, and sponsor or endorse example, Empire Clean Cities of New impact, for example, on prospective established programs. York has a targeted outreach campaign consumers’ willingness to purchase, for local commercial fleets, and the and ultimately on electric vehicle Sustained programs that utilize West Coast Green Highway includes sales, could remain difficult to do a broad range of outreach and eco-tourism and wine country elements. definitively considering the numerous awareness actions are more likely National Drive Electric Week largely barriers and promotion actions to capture a wider audience of pro- features grassroots efforts that have impacting electric vehicle uptake. spective electric vehicle consumers. continued to grow in size and number. Yet the United Kingdom’s Go Ultra A well-designed, comprehensive The Norway case suggests that moving Low program evaluation framework program would utilize a range of from innovators to the early majority tracked a number of metrics, including actions to maximize consumers’ market could rely on better understand- how well the campaign reached its exposure to electric vehicles (e.g., ing and encouraging network effects, targeted audience, what messages fleet purchases, demonstration at the local level, that are helping lure people took from the campaign, how projects, consumer awareness media customers to electric vehicles. viewers responded to the message, campaigns, signage), and provide pro- what immediate actions were taken spective consumers with easy access This paper offers an initial step in by viewers, and the long-term effects to consumer-friendly information (e.g., exploring the consumer awareness and of the campaign. A set of standard one-stop shop websites, test drives, outreach actions in different regions. metrics (program reach, engagement, easy buying/leasing processes). The From our review of the literature, we media value, and click-through-rate Québec case study presented above have identified multiple studies that per dollar spent in social media examine consumer attitudes towards highlights the importance of allocating campaign or online digital advertis- electric vehicles and/or identify a general consumer awareness budget, ing, among others) might be devised consumer awareness as a barrier to their but also of including outreach and and used more extensively as more greater adoption. The various reports awareness in the other electric vehicle of these campaigns are implemented. and case studies summarized affirm programs (e.g., the incentive, policy, Furthermore, there are indicators that that consumer awareness campaigns can be used to compare different kinds and charging infrastructure programs). are a key component of comprehensive of programs (e.g., change of consumer An auto industry representative strategies to increase electric vehicle purchase desire before and after makes exactly this case: “We have uptake. Each category of the awareness participation, difference of purchase to overpower these consumers. If actions described in this paper is desire between consumers who know you don’t accompany an infrastruc- worthy of further research to identify and do not know about the program, ture program, or a vehicle incentive best practices. For example, it would be and electric vehicle sales change). program, with an outreach campaign, worthwhile to investigate how adding you’ve lost the battle. Everything you more electric vehicles to various public Other questions that might warrant do, you have to spend an equal amount and private fleets (government, taxi, further investigation in future research of money to talk about it.” (Wernle, car sharing programs) can reach more include addressing the role of dealer- 2016). It also appears to be clear that prospective purchasers. Best practices ships and automakers, as well as con- education and awareness campaigns in conducting ride-and-drive events, sidering the key messages to deliver would need to be sustained through engaging dealers through workshops, to reach particular prospective electric early market development stages (e.g., or other innovative approaches could vehicle customers. Furthermore, from less than 1% to over 5% electric be explored. as electric vehicle markets mature, market share), before social network governments may gain from a better effects more substantially take over as A further question is how to evaluate understanding of how communica- the market grows. electric vehicle consumer awareness tions and awareness actions might be

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