~ First to 50,000 ~ The Atlanta Electric Vehicle Race

1. ~ First to 50,000 ~The Atlanta Electric Vehicle Race The Electro Jackets: Jeremy Kobus & Satyam Vyas

2. Electro Jackets • Jeremy Kobus • MBA student at Georgia Tech • M.S. International Affairs • B.A. Political Science • Contact: jwkobus@gmail.com • 404-822-0757 • Satyam Vyas • MBA student at Georgia Tech • M.S. Automotive Engineering • B.S. Mechanical Engineering • Contact: satvyas@gmail.com • 510-505-4960 • Problem Statement: • What is the best strategy for Atlanta to achieve its goal of being the first American city to have 50,000 electric cars on the road? Source: Jeff Pittman Art

3. Agenda “If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea.” “It matters not how much capital you may have, how fair the rates may be, how favorable the conditions of service, if you haven’t behind you a sympathetic public opinion, you are bound to fail.” • Why? • Market Forecast • Charging Infrastructure • Policy / Regulations • Atlanta Public Relations • Website / Social Media • Public Incentive – TPOFEVAP • Go Big or… • Conclusion

4. Why? What we think, or what we know, or what we believe is, in the end, of little consequence. The only consequence is what we do. —John Ruskin

5. Market Forecast • Assumptions • HH income $100,000/year • Typical owner over 40 yrs old • Assume consumers with $100,000 income will have a house with a garage • Did not quantify views on the environment or education • 5) Metro Atlanta Region includes 21 counties Demographics of EV Owner 1) 45 years or older Baby Boomer 2) Average HH income of $111,000/year 3) Homeowner with a garage 4) Environmentally Conscious 5) Higher Education Levels Source: Deloitte Survey

6. Market Forecast Source: US Census 2000 and 2010 Source: US Census 2000 and 2010 • Metro Atlanta 1,696,111 16.8% 284,946 City of Atlanta 160,467 15% 24,070 Age > 40 yrs % HHI $100k + Potential Market Conclusion: The City of Atlanta may have more environmentally conscious citizens, but the metro Atlanta area has a much larger target demographic.

7. Charging Infrastructure AND… Utility companies, such as Georgia Power, offer favorable prices for PEV owners: On-peak: June-Sept, Weekdays, 2-7 pm, non-holidays Off-peak: Majority of hours in the year Super-off peak: 11 pm – 7am, all year Utility Rates in Georgia are already amongst the lowest in the country Source: Georgia Power website What does this mean?

8. Charging Infrastructure Already great incentives to buy EV: LOW Electric Power Rates (GA) + Super off-peak scheduling incentives (geared towards peak charging hrs) + (up to) $7,500 federal tax credit + (up to) $5,000 state tax credit = Lots of financial incentives to go Electric Need one more … to develop infrastructure

9. Charging Infrastructure 3-tier strategy to develop infrastructure Tier 1: Free charging for one year, for first 1000 EV commitments Source: Nexus404.com

10. Charging Infrastructure 3-tier strategy to develop infrastructure Tier 2: Free public charging in designated metro areas Source: PG&E

11. Charging Infrastructure 3-tier strategy to develop infrastructure Tier 3: City to waive all permit costs associated with L2 EVSEs for business installations that allow public charging

12. Policy: Infrastructure Modify city building codes : Working with independent standards organizations, Atlanta can have all new home constructions built with a 220-volt outlet in the garage or near the driveway starting in 2012 In interim, meet with builders to discuss incorporating appropriate wiring earlier Source: Mopar Magazine

13. Regulatory: Challenges • Problem • Atlanta’s permitting process for level 2 single family residence is too bureaucratic for large scale EV adoption. • Assumptions • Very few new homes will be built in the Atlanta Metro Area over the next decade • Electric cars will be charged at home 81% of the time (Source: Deloitte Study) • Level 1 charging is too slow to be practical (Source: Deloitte Study) • Do not need large amounts of public charging infrastructure for first wave of EV buyers • People are responsible most of the time

14. Regulatory: Solutions • Updated Process • Homeowner selects state approved & trained electrical contractor • Contractor installs EVSE • Brief Overview of Current EVSE Installation Process • 1) Homeowner Selects electrical contractor • 2) Fills out electrical Permit Form with contractor • 3) Submit Permit, Pay Fee’s • 4) Permit is issued • 5) Contractor installs EVSE • 6) Property inspection by Office of Buildings Legislation The National Electric Code is NOT law, unless the state adopts it. Waive Atlanta Electrical Permit Form Waive inspection by Office of Buildings Require Electric Contractors to take EVSE Safety Training City will conduct random inspections, contractor license revoked if some threshold of safety violations are found

15. PR: Atlanta Key Groups Goal Our aim is not to urge the buyer to demand the product now, but to transform the buyer’s world, so that the product will appear desirable as if without the prod of salesmanship. It must come to him or her as their own idea. People don’t buy products they buy “states” Contact key influential leaders in: • Social groups • Economic groups • Geographic groups • Cultural groups • Age groups • Doctrinal groups • Language groups • Collegiate groups

16. Atlanta’s Office of Sustainability website needs improvement: Lacks visual appeal Too much text, not enough engagement Boring Advice: Users appreciate quality and credibility But … they don’t read, they scan Web users need instant gratification Easily navigable website Review 10 principles to Effective website design: Written by Smashing Magazine’s Editor-in-Chief, Vitaly Friedman Try Social Media: Get the word out! Introduce EV Project goals through a medium such as PR: Website / Social Media Consumer education is needed to increase acceptance / awareness

17. TIS: TPOFEVAP Teachers, Police Officer, Firefighter Electric Vehicle Assistance Program Idea: Instead of additional tax credits or rebates, the City of Atlanta will provide targeted financial incentives for teachers, police officers, and firefighters to purchase an Electric Vehicle.

18. TIS: TPOFEVAP Goal: Increase the volume of electric vehicles and their visibility in the Atlanta community Scope: Annual award process through a multidepartment review system Competitive Advantage: Targeted award system that maximizes the impact of city and state incentives Logic: Middle class Americans driving EV’s. Affordability, utility, and payback discussed and observed by peers and other middle class Atlantans. The concept is organically spread throughout the community.

19. Go Big Or… • 2014 Atlanta World’s Fair • The creation of a Modern World’s Fair • Exactly 150 years since the burning of Atlanta • Music, Arts, Sports, Technology, Education, Commerce • Construction of a landmark monument exhibiting Atlanta’s commitment to clean energy and next generation electric technology

20. Conclusion I desire what is good, therefore, everyone who does not agree with me is a traitor. - King George III Questions and Comments?