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"How to Sell Electric Vehicles to Canadians," Cara Clairman, Plug n' Drive

“Selling Electric Vehicles to Canadians”
When it comes to EV barriers, Cara Clairman has heard it all: They’re too small, too unreliable, and might (shudder) run out of juice before you get where you’re going. In fact, her team has had literally thousands of interactions with would-be Canadian electric vehicle purchasers. What are the obstacles to EV adoption, both real and imagined? How might companies, advocates, and policy makers best address them? And where are Canada's EV hotspots, and why?

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"How to Sell Electric Vehicles to Canadians," Cara Clairman, Plug n' Drive

  1. 1. May,  2014  
  2. 2. Canada’s  Transporta4on  Industry   Source: Statscan 21.8 million light duty vehicles 40 billion litres of gasoline/year 94 million tonnes of CO2/year 24% of Canada’s GHG emissions result from transportation industry
  3. 3.  $2.46      $2.54      $2.71      $2.75      $3.26      $5.05      $5.46      $5.70      $8.32      $15.34      $16.50      $18.76      $19.26      $21.23    Chevrolet  Spark  EV   Nissan  LEAF   smart  fortwo   Ford  Focus  EV   Tesla  Model  S   Chevrolet  VOLT   Toyota  Plug-­‐in  Prius   Ford  C-­‐Max  and  Fusion  Energi   Porsche  Panamera  S  E-­‐Hybrid   Compact  &  Sta4on  Wagon   Subcompact  &  Midsize   Mini  Van  &  SUV   Full  Size   Pickup  Truck   Cost  to  Drive  per  100km  Trip   Source:  NRCan  Fuel  Efficiency  Data,  2013-­‐2014   Assumes  off-­‐peak  electricity  ($0.14/kWh)  &  $1.30/L  gasoline    
  4. 4. 1.7   1.8   1.8   1.9   1.9   2.3   7.1   9.4   9.2   13.3   30.0   32.3   37.7   36.7   41.6   Chevrolet  Spark  EV   Nissan  LEAF   Mitsubishi  I-­‐MiEV   smart  fortwo   Ford  Focus  EV   Tesla  Model  S   Chevrolet  VOLT   Toyota  Plug-­‐in  Prius   Ford  C-­‐Max  and  Fusion  Energi   Porsche  Panamera  S  E-­‐Hybrid   Compact  &  StaIon  Wagon   Subcompact  &  Midsize   Mini  Van  &  SUV   Full  Size   Pickup  Truck   CO2  Emiced  per  100km  Trip     Source:  NRCan  Fuel  Efficiency  Data,  2013-­‐2014   Assumes  0.09684kg/kWh  generated  in  Ontario  &     2.35kg  of  CO2  emiced  per  litre  of  gasoline    
  5. 5. 626   64   431   96   50   525   659   44   91   628   0   100   200   300   400   500   600   700   Saskatchewan   Quebec     Prince  Edward  Island   Ontario   Newfoundland   New  Brunswick   Nova  ScoIa   Manitoba   BriIsh  Columbia   Alberta   CO2  emissions  (g)  per  kilowac  of  electricity  produced     InformaIon  based  on  2012  Electricity  Mixes,  except  Ontario  which  is  based  on  2013  data  
  6. 6. Sustainability Winner ENVIRONMENT   SOCIETY  ECONOMY   Electric  Cars:   •  EVs  emit  up  to  90%  less  CO2  than  a  gas  car   •  Electricity  is  as  much  as  80%  cheaper  than  gasoline   •  Electricity  is  Locally  Made   •  Charge  baZeries  at  night,  taking  advantage  of  surplus   baseload  electricity     And  don’t  forget  –  Air  polluIon  costs  Canada  BILLIONS  in  health  care   and  producIvity  losses  (CMA)  
  7. 7. Plug’n Drive Formed in 2008 Independent NonProfit Since June, 2011 Mission: Accelerate the adoption of electric cars to advance their economic and environmental benefits. Board of Directors: David Collie - CEO, Electrical Safety Authority Dennis Edell - CEO, Rain 43 Len Griffiths - Partner, Bennett Jones LLP Jim Keech - CEO, Kingston Utilities Don MacKinnon - President, PWU Adele Malo – CEO, Malo Energy Consulting Gaetan Thomas – CEO, NB Power Carmine Marcello – CEO, Hydro One Networks Inc. Tom Mitchell – CEO, OPG Gerry Smallegange – CEO, Burlington Hydro Lawrence Zimmering – CEO, AutoCapital Canada Inc. TD  Video  
  8. 8. Home  Infrastructure   Public  Infrastructure   How We Help Educa4on  Awareness  
  9. 9. EV  Days  2014   -­‐Toronto  (May  24)   -­‐Guelph  (June  21)   -­‐Hamilton  (July  27)   -­‐Vancouver  (Oct  28)  
  10. 10. 1000   2000   3000   4000   5000   6000   50   100   150   200   250   300   350   Total  EV  sales   EV  sales  per  month      Canadian  EV  sales  by  Month  
  11. 11. • Lack  of  knowledge,  familiarity   • Up  front  cost   • Lack  of  availability  –  makes  and  models   • Dealership  model   • Lack  of  infrastructure  (chicken,  or  egg?)   • Range       • Legal   •  OEB  –  reselling  electricity?   •  Municipal  by-­‐laws   •  New  Homes   •  Condos     Barriers to Adoption Incen4ves:     California  -­‐  CAFÉ  standards  +  incenIves      -­‐  extensive  infrastructure     Norway  –  incenIves  and  disincenIves    -­‐  HOV  lanes    -­‐  parking    -­‐  large  tax  on  gas  cars          
  12. 12. Today: 2020: Ontario 53.6 MW 364 MW Canada 139.9 MW 952 MW Storage Capacity of EV battery packs  
  13. 13. Thank  you! www.plugndrive.ca   @PlugN_Drive

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