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CLEAN DRIVE – a campaign for cleaner vehicles in Europe Part 4. Clean Drive project

CLEAN DRIVE – a campaign for cleaner vehicles in Europe Part 4. Clean Drive project. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011. Clean Drive - overview. We need our cars – but also a sustainable environment! Tough EU-targets

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CLEAN DRIVE – a campaign for cleaner vehicles in Europe Part 4. Clean Drive project

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  1. CLEAN DRIVE – a campaign for cleaner vehicles in EuropePart 4. Clean Drive project Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  2. Clean Drive - overview • We need our cars – but also a sustainable environment! • Tough EU-targets • Clean Drive – increased sale of energy- and climate effective cars. • Car dealers main target group – ambassadors and a part of the solution for a greener Europe • Action Model from Sweden (pilot project) • 9 EU-countries • (Sweden, Germany, Italy, Ireland, France, Greece, UK, Slovenia, Latvia) • Exchange of experiences, marketing, good practices etc. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  3. Car dealers important target group • Consumers who buy a new car receive the most conclusive information from the car sales-men. • Important to stimulate car dealers to become ambassadors for more energy- and climate effective vehicles • With increased knowledge and awareness the salesmen can feel more comfortable to recommend cars with lower CO2-emissions. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  4. Dramatic changes The automotive sector is facing a lot of challenges within the next years: • New environmental standards • Increasing fuel prices • CO2 restrictions for car manufacturers • New vehicles based on alternative fuels and electric mobility • Changing expectations of the customers • New retail structures and business models The aim of the Clean Drive Campaign is to support car dealers, car rental and car leasing companies and similar businesses, that recommend cars to customers, to prepare for a greener future. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  5. Tough goals in EU • 2010: 5,75 % biofuels in the transport sector • 2020: 10 % bioenergy in the transport sector • EU has implemented a CO2-directive for personal cars: • 130 g/km untill 2012-2015 • 95 g/km 2020 (not decided yet) • 70 g/km 2025 (not decided yet) ”Penualty fees” wait for the car manufacturers who not reach this goal  more expensive cars  harder to sell  loose in market shares etc. 130 g CO2/km = ca 5,4 lit petrol or 4,9 lit diesel oil per 100 km Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  6. Objectives of the project The aim of the EU is to increase the sales of cleaner and more efficient cars to reach the goal of 130 g fossil CO2 on average from new sold cars by 2012–2015. Clean Drive is a marketing project for more energy-efficient and environmentally friendly cars (clean vehicles). A development where economy and environment go hand in hand! Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  7. Results & Impacts of Clean Drive • Increased sale of more energy- and climate effective cars • Participating car dealers are able to meet the EU-overall target 130 g CO2/km until 2012 • annual decrease with at least 3% in average • Participating car dealers will in average double the share of the total sale of cars that emit under 120 g CO2/km until 2012 (2008 is baseline) • A successfully implemented action model will be a valuable tool for car dealers to meet the EU-target until 2012 • The Clean Drive model will be improved and disseminated for wider introduction of cleaner vehicles in Europe. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  8. Examples of measures at the state, municipality and company level introduced in each country for facilitating the purchase of Clean Cars– examples could be found on e-tream • Already adopted (or under consideration) measures, such as: • Free parking in many municipalities • Local subsidies for purchasing of clean vehicles • No congestion tax / fee (e.g. in Stockholm) • Profile and marketing value to customers and the society • Others

  9. Overview - the action modell Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Clean Drive is based upon a working model tested in a Swedish pilot project with good results. It is structured like a management system which aims to support car dealer business to increase their sale of cleaner vehicles. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  10. Step 1 – Current situation Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Current analysis – sale 2009/2010, basic information where we are today, the base to compare with national sale etc. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  11. Car Dealers situation and future perspectivesNational, Local / Regional level (taking into account the current and prospective pros and cons) • Current car sales (customer groups, customer preferences), available efficient cars / alternative fuel cars • Manufacturer / importer policy and marketing activities, car dealer’s level of freedom • New available cars like e-cars, etc. (customer groups, customer preferences) • Future business models (additional services, mobility solutions) • Car dealer 2020

  12. Step 2 – Goals & Training Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Goals to be better, decrease 5% CO2 emissions in average  Action plan (what to strive for), Training is a tool to increase the awareness and knowledge in the area. A program developed based upon the demand of the members in the Local Action Group. Certificate for both sales men and car dealers. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  13. Target car dealer’s goals and targets in selling Cleaner Vehicles • How the Clean Drive project may assist in reaching them • Goals • Campaigns • Motivation to join Clean Drive – Certificate

  14. Step 3 – Campaigns/Networking Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Strategy to meet the goals  campaign and marketing plan. At least one common and one individual activity/campaign per year (3 years). Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  15. Marketing advices – how to stimulate Cleaner Vehicles sales • What signals your show-room sends off • Company cars • Environmental information on the company’s web-site • Public-relations and advertising • Environmental awards • VIP arrangements • Others…

  16. Step 4 – Monitoring/Evaluation Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Monitoring and evaluation of the progress; sale of cars compared to current analysis, compared to set up goals. The effect/results of the campaigns etc. New better/stornger goals  on going process. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  17. Strong partnership • Energy Agency for Southeast Sweden (Coordinator) • Team Red, Germany • BSU, Germany • Centre for Renewable Energy Sources and Saving, Greece • Prioriterre, France • Building and Civil Engineering Institute ZRMK, Slovenia • Riga Manager School, Latvia • Tipperary Energy Agency, Ireland • ALESA, Italy • Severn Wye Energy Agency, UK Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  18. Contact information Project website: www.clean-drive.eu Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

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