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It Takes a Village to Raise a Volt: How Community Readiness Can Accelerate the Plug-in Revolution

Today, I’m pleased to introduce Laura Schewel as a guest blogger on FastLane. Laura is the program manager for vehicle electrification at the Rocky Mountain Institute (RMI) , a non-profit energy efficiency organization . RMI is a key facilitator in the development of cross-industry and cross-community plug-in vehicle readiness, which was the topic of GM’s announcement at the Washington Auto Show.  In her post, Laura shares her passion about creating a green environment as well as her thoughts about the importance communities play in building an infrastructure for electric vehicles. – Natalie Johnson, Social Media Manager, Advanced Technology Communications.

By Laura Schewel
Rocky Mountain Institute

I spend my every working (and sometimes every waking) hour trying to make the cleaner, greener promise of plug-in vehicles a reality. The barrier that keeps me up at night is not the high cost of batteries or if Smart Grid will happen. It is the fear that there simply won’t be enough plug-in vehicles soon enough to hit the greenhouse gas reduction targets we must hit. I believe that communities are the best bet for overcoming this barrier.

Consumers and automakers are in a chicken-and-egg situation: the uncertainty of consumer demand for a completely new type of vehicle makes it difficult for automakers to commit to plug-ins in significant numbers. This uncertainty, in turn, affects the building of charging infrastructure and other supporting technologies. This, in turn, creates uncertainty in consumer demand, and so on.

Communities can break this logjam by getting “ready” for plug-ins, and aggressively touting their and their citizens’ commitment to the plug-in revolution. By showing that plug-ins will have the infrastructure they need, and that the local community is educated and willing, these communities can encourage automakers to increase production.

Why communities? Making a comprehensive national plan will slow us down. Many cities are already installing demonstration charging stations and converting hybrids, and more write me every day to share drafts of “readiness” plans. Furthermore, the ingredients for plug-in success naturally vary from place to place, and a uniform U.S. approach would be a detriment to natural diversity. Of course, this community-based readiness approach should be paired with a national backbone of open plug and communications standards so that vehicles, products, and services can be operated on a national basis. The federal government should also provide funds for cities to implementing their plans.

What does community readiness entail? First, readiness requires collaboration between many local stakeholders. My short list of the parties who need to be at the table: local government, transportation authority, auto dealers, retailers who own parking lots, local employers, civic groups and non-profits, colleges, utilities and grid operators, electricians, contractors and developers, air quality authorities.

Second, these stakeholders must create a coordinated, multi-year plan that makes owning a plug-in better than owning a traditional car for the first local adopters. We’re developing a long list of ways to do this. A few of my personal favorites: a “plug-in” concierge call-in service for all owners; federal and local incentives bundled at the dealer for immediate cash back; special parking spots; free electricity for your vehicle.

Third, cities need to aggressively communicate their efforts. Communication with citizens should be geared towards quantifying how many plug-ins can sell in each community in the first five years. Sharing that number, and details about the depth of local support with the automakers, is the best way to “prove” elusive projections for consumer demand, and to trigger accelerated production. It can also give the automakers a map of where they should sell their first vehicles, perhaps giving your community access to the limited 2010 and 2011 production plug-ins.

How much is “enough”? There are 200 million light vehicles in the United States. The current planned federal rebate for 250,000 plug-ins covers just over one tenth of 1 percent. That’s good, but not a revolution; nor does it represent a major reduction in greenhouse gases. President Obama’s goal of 1 million plug-ins by 2015 is not a revolution either. We need millions upon millions of plug-ins (coupled with smarter land-use planning to reduce driving, and huge investments in public transit).

Each automaker planning a plug-in needs to feel it has a reasonable chance to succeed, and needs to accelerate production. In addition, we need to get serious about converting existing vehicles to plug-ins, including incentives, creating emissions and safety protocols, and working with automakers for an acceptable solution to warranty and perhaps mutually profit from conversions.

And what do these communities get? They get green collar jobs, a new tool with which to meet air quality goals, quieter streets, and recognition for being a pioneer of a technology that, in my biased opinion, will be the hottest “green” topic of the next five years: the plug-in car.

In the coming weeks my organization, Rocky Mountain Institute, will be launching a major initiative to identify and support communities getting ready for plug-ins. To learn more, please get in touch at: MOVE@rmi.org, attention Laura Schewel. You can also visit us at move.rmi.org/smartgarage for more on our plug-in research.

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