A Leadership Approach

1. A Leadership Approach • Corbin Klett | cklett3@gatech.edu to Electric Vehicle Adoption Presented by the Georgia Tech Solar Jackets • Matt Jacobson | mattjacobson@gatech.edu • Kevin Miron | kevinmiron@gatech.edu • Logan Marett | lmarett8@gmail.com • Andrew Vaziri | avaziri3@gatech.edu

2. Defining the Objective • Stimulate demand for 50,000 electric vehicles over the next two years. • Establish the City of Atlanta as a national leader and hub for sustainability.

3. Success Factors for the City of Atlanta The City can make the largest impact by targeting: • Consumer Acceptance • Infrastructure • Leadership and Coordination

4. Implementation at a City Level • We envision the City of Atlanta as playing the role of virtual integrator, bringing together the necessary stakeholders.

5. General Approach The City should pursue initiatives that address three key obstacles: Throughout this presentation, we will focus on how the City of Atlanta can address these three obstacles in creative ways that appeal to both consumers and business fleet operators.

6. Creation of an EV ‘Brand’ Unifies infrastructure, educational materials / campaigns, and incentive programs Demonstrates long term commitment to EVs Communicates vision Instills confidence in the public (uncertainty is a great inhibitor of EV adoption) Implements actions that overcome barriers to adoption Highlights Atlanta as center of sustainability focus

7. chargeATL.org- Supporting Website Educates Users • Central location for information on all Atlanta EV efforts • Educates potential EV buyers • Networking for EV enthusiasts Promotes Usage • Provides free publicity for sponsors of charging stations • Social media integration Supports Infrastructure • Map identifies charging stations and priority parking spots • Smart phone app VIEW ONLINE NOW! chargeATL.org

8. Georgia Power - a beneficial relationship The City should partner with Georgia Power to derive mutually beneficial revenue models and incentives. • Provide a rebate on charging station installations • Recover investment from electricity sales • Receive valuable data from charging stations about energy consumption and consumer trends • Repurpose used EV batteries to: • Facilitate peak shaving and assist in implementing renewable sources of power • Offset point-of-sale EV cost

9. EV Impact on the Power Grid By coordinating with Georgia Power, the effects of EV introduction to the grid can be minimized, and actions can be taken to improve efficiencies. • Majority of “full charges” occur during off peak hours utilizing unused power overhead. • Cars connected to power grid, as well as repurposed EV-batteries can be used in peak-shaving to minimize fluctuations in demand Ideal charging times

10. Raising Capital: Green Bonds • Revenue-generating municipal bonds issued to fund development of charging stations within Atlanta city limits • Revenue from public charging stations is used to pay back investors • Focused on green-conscious Atlantans that want to contribute to the cause

11. Two Charging Station Models • Charging stations can be installed at retail locations to drive traffic – installation paid for by establishment. • Public charging stations at high-traffic and public areas – installed by city to increase charging footprint; ad supported to recoup costs and maintenance

12. Scenario: Ad Supported Charging Stations • Smart chargers are located in key public parking locations • Each user is tracked via an identification card • This allows companies to offer targeted suggestions and opportunities, especially beneficial for time-of-day actions. (Ex. Grocery store trip on the way home from work.) • The sponsor pays for the charge, which encompasses the electric bill and payment/maintenance of the charging unit • Minimal investment is required by the city because of sponsorship

13. Scenario: Traffic Generating Stations • A retailer installs charging stations and designated EV parking spots • Store location is featured on chargeATL.org • The driver has a chargeATL card which tracks charges and the driver is awarded loyalty points (free drinks!) • The driver’s Facebook status can be updated to read “Charging up at Starbucks on 5th Street!”

14. City Leadership • After discussions with companies ranging from Michelin to Coca-Cola, the most important course of action is to have aggressive leadership by the City. • A dedicated city task force is needed to work with companies and to investigate EV business models.

15. Three-phase Master Implementation Plan III II I

16. Phase I: City Pilot Program • Create an internal department to deploy Electric Vehicles and associated infrastructure for a portion of the city’s fleet • In doing so, create and empower knowledge expertswho are experienced in the deployment process and the related challenges in zoning, building codes, utility infrastructure, etc. • Simultaneously address any complications that may arise and identify best practices

17. Phase II: Partner Companies • Apply the resources and knowledge from having successfully implemented the pilot program, work with select large and influential companies in the Atlanta area • Serve in a consulting role to support fleet transition

18. Phase III:Large-scale Deployment • Having demonstrated long-term commitment via the city’s aggressive stance, roll out support to all interested parties. • Expand on existing infrastructure

19. Market Demographics • EV Infrastructure Deployment Map • Targeted city zones according to demographic information per the characteristics identified in Deloitte Consulting’s “Gaining Traction” study. • Targeted zones correlate well with MARTA stations (blue dots). • Estimated EV adopters: • 51,000 potential early adopters • 121,000 potential early majority Implementation map developed using demographic data.

20. Pursue Other Incentives • City task force should swiftly implement other incentives: • Priority parking in public spaces, MARTA, airport, sporting events, etc. • Free metered parking for EVs • No sales tax for EVs; other tax incentives based on revenue models • City task force should target identified adopter regions with PR: • Advertise at parks, sporting events, and public venues • Promote work with chargeATL partners • Saturate the City with chargeATL branding