Electric vehicles – the vehicles of tomorrow with the technology of today. A vehicle of change, a radical new culture, a

1. Electric vehicles – the vehicles of tomorrow with the technology of today. A vehicle of change, a radical new culture, a vision for our children’s children. iDrive EV…do you drive gas-free?

2. Presentation Overview Presented by: Andy Barrenechea, Suzanne Clary, Melissa McCoy, Priya Nakra, and Kate Wharton

3. Target EV Consumers Target EV Consumers • Who: Young professionals, 20s and 30s • Income: Upper middle-class/upper class Lifestyle: “Live, work and play in the same place.” • Couples – no children • Practical • Healthy • Social • Balanced • Convenience-driven Location • Urban, but over time move to suburbs • Proximity to work • Near businesses Atlanta • 1 million target EV consumers • 61% surge in residents aged 25-34 who have at least a 4-year degree* • 4th city with most Fortune 500 companies • *See http://www.ajc.com/news/atlanta/young-professionals-lead-surge-907440.html

4. Proposed Solutions Addressing CostOne of the primary deterrents to purchasing an EV is cost. According to a 2010 Deloitte study, most US consumers surveyed would not be willing to pay more for an EV than for a conventional vehicle. • Offer no sales tax on car purchase • Offer low or no-interest loans to buy an EV • Offer corporate tax breaks to companies that buy EVs • Perform a study showing increased safety and performance of EVs so that insurance companies offer lower premiums to EV users* • Implement BuyBack program for EVs in Atlanta • Offer lower electricity prices for EV charging *Many insurance companies already offer a discounted premium for EV owners. See http://www.netquote.com/auto-insurance/electric-car-insurance.aspx#ixzz1UBxmuuz7 • Low or No-Interest Loans to Buy an EV • These loans could also be given at low or no-interest such as with student loans. EV adoption is guaranteed because of the stipulation for the loan that the vehicle be an EV. • Implement BuyBack Program of EVs* in Atlanta • A primary bottleneck for the purchase of EVsis consumer hesitance, as many consumers do not want to purchase an EVknowing that the technology will be more advanced in the near future. To combat this obstacle, we will introduce a buy-back program, similar to those types of programs that many electronics stores have established. The initial committed adopters of EVswill have the opportunity to return older models of EVsor EVaccessories, and earn back money to purchase more advanced vehicles and accessories. The value of their buy-back credit will be dependent upon what new technologies are available. • *See Blade Electric Vehicle’s current buyback program in Australia: http://bev.com.au/buyback/guaranteed-buyback/

5. Proposed Solutions Addressing ConvenienceAnother deterrent to purchasing an EVis the convenience of recharging. Range anxietyis a serious concern if charging station infrastructure is lacking. • Offer tax incentives to charging station builders or entrepreneurs • Offer low-interest loans or seed funds to charging station builders or entrepreneurs • Offer tax breaks to retailers and employers that build charging stations at shops/offices • Install public charging stations in park-and-ride lots, sports stadium parking lots, airport parking lots, Atlantic Station, etc. • Low-interest Loans or Seed Funds to Charging Station Builders or Entrepreneurs • According to the California Small Business Bureau, offering seed funding to entrepreneurs significantly increases small business growth. This principle could be applied to Georgia and the Atlanta area and specifically be focused on entrepreneurs looking to start initiatives that offer convenience or other benefits to EV users. • Tax Breaks to retailers and employers that build charging stations at shops/offices • The availability of charging stations at work places and retail stores is a major need when assuring EV users that they will have adequate convenience in powering their vehicles. By offering added business income tax breaks, these entities will have added incentive to build such infrastructure as well as the additional benefit of positive public relations.

6. Proposed Solutions Addressing EducationMass adoption of EVsis hindered by a lack of educationabout the technology and its benefits. • Educate about EV benefits and current incentive programs • Educate about the environmental benefits of EVs • Educate about EV technology, how batteries work • Direct education toward the adult public through EV expos and large public events • Educate about the EV “why” through commercials, billboards, and other public media channels • Direct education toward the youth (future consumers) by engaging with elementary, middle, and high schools in Atlanta • EV Benefits • The total cost of an EV will be less over the long-run because the electric mile becomes cheaper over time, while the petroleum mile will only increase in price. The consumer must understand the tax incentives associated with the purchase of an EV. In Atlanta, EVs could have special privileges, such as HOV lane usage and designated parking spaces. Consumers can expect lower insurance rates because they own “green” vehicles. • EV “Why” • The motivation of the EV movement is independence from foreign oil and environmental sustainability for our planet. EVs could one day be run completely on renewable energy, a phenomenon not achievable with internal combustion engines. EV culture is about changing the world one car at a time and understanding that the EV concept brings us one step closer to a better planet and a more efficient future.

7. Proposed Solutions Addressing CapacityQuestions relating to theelectricity capacity of the grid hinder the adoption of EVs. Smart chargers For Now • Smart chargers and their corresponding controllers help automatically recharge EVs during times of least cost to the consumer and lower demand for power. As Pacific Northwest National Laboratory (PNNL) engineer Michael Kintner-Meyer explains, “If a million owners plug in their vehicles to recharge after work, it could cause a major strain on the grid. The Smart Charger Controller could prevent those peaks in demand from plug-in vehicles and enable our existing grid to be used more evenly.” (Read more at: http://www.pnl.gov/news/release.aspx?id=365). The Smart Charger Controller developed at PNNL would also save consumers up to $150 /year. • More widespread implementation of smart chargers (applicable for any demographic) will help the development of a city smart grid for the future. Smart grid For the Future • The advantages of a fully-functioning city smart grid are clear and concise. By helping to facilitate the power connection throughout an entire city and provide consumers with advanced information, the smart grid takes into account important factors like seasonality, land, and population demographics. It provides two-way communication, self-monitoring, and digital control. For more information on smart grid, see www.smartplanet.com. Charging Schedules • In order to optimize the efficiency of energy used in EV charging, it is recommended that all EV drivers, regardless of land demographic, charge their EVs overnight. This is the time period of maximum available energy. Other charging patterns are dependent upon other factors (i.e. seasonality, land demographic), and are variable from consumer to consumer. Public charging stations could be shut off during peak hours to conserve energy and reduce strain on the grid.

8. E-CorporationIntegrating solutions and forging partnerships to drive EV adoption in Atlanta. The E-Corporation* Business Plan The E-Corporation business plan is an EVimplementation strategy that integrates multiple private sector business initiatives and public incentives. The foundation of this business plan is the E-Corporation Network, which businesses may become a part of upon achieving certain EV-friendly standards. The network gives companies access to an EVidea-sharing system, numerous partnership options, and the E-Corporation Marketing Center. *To see how this idea has worked to promote social business, see http://www.bcorporation.net

9. Membership in E-Corporation

10. E-Corporation Benefits The E-Corp Advantage Knowledge Network • E-Corp businesses will have access to an idea sharing network of companies with similar values but unique perspective and experiences. Network summits will allow for focused innovation for the EV movement benefiting private companies. Bargaining Power • A staple of the E-Corp is the availability of bargaining power through partnerships with other companies that have similar goals of producing, purchasing, utilizing and implementing EV technology. • E-Corp Service Partnerships will be formed with companies that produce and implement EV technology to offer special deals to member companies. Marketing Center • An E-Corp Marketing Center will maintain a professional, dedicated marketing and public relations strategy that continues to evolve across various mediums of exposure throughout the EV movement. The marketing center will be a key resource as E-Corp businesses partner to strengthen their own marketing campaigns.

11. The EV Competitive Edge: Marketing StrategiesTo better understand the importance and challenges of a strong marketing strategy, our team created a trial marketing campaign that took place over the course of three days. Reasoning • Lack of education about EVs and benefits are a consistent bottleneck contributing to lack of consumer interest. • Given our target market’s affinity for digital interaction and new media, a well-planned marketing strategy is the most efficient way to improve the EV reputation. Approach • Professional, dedicated, and integrated across platforms. • Public relations, media relations, social media, events. • Timeline with specific phases that outline education activities and predicted metrics. • Facebook • Average impressions: 236.7 • Highest-viewed status: 547 impressions • Number of followers: 50 • 334 monthly active users

12. idriveatl.tumblr.com twitter.com/idriveatl

13. iDrive ComprehensiveStrategyThe Race to 50,000 EVs The iDrive Comprehensive Strategy is focused on the upcoming three and a half years, in alignment with the national EVvision. January 1st, 2015 is a challenging but achievable goal for Atlanta to be the first city with 50,000 EVson the road.

14. Q4 2011: The First Steps

15. 2012: 5,000 EVs on the Road

16. 2013: 20,000 EVs on the Road

17. 2014: 50,000 EVs on the Road

18. Vision • E-Corp expands throughout all of Georgia and the United States • Every person in the US recognizes EV technology as safe, convenient, and cost-efficient • Any person can afford an EV

19. Electric vehicles – a dream that will become a reality if we all make it our dream, our true passion. A community, a city, a nation and a world that lives on electricity – 0% hurt to our world and 100% care for our future. Join the movement, live the dream, and adopt the vision. iDrive EV, do you?