Tag Archives: Jeff Cogen

EV Roadmap 4- Getting to a Million

Sponsored by Portland State University and PGE, the EV Roadmap series recently completed its fourth iteration. George Beard, Strategic Business Alliance Builder Extraordinaire, constructed the conference around the theme of “Getting to a Million” and interwove the pragmatic with the aspirational.
I have been attending them since the beginning (Nov/09) and always find something intriguing and hopeful in the two days. This time was no exception.

Of particular interest was the conference’s use of electronic polling of the audience the results of which were displayed on the big screen.  Questions ranged from factual knowledge (how much oil does the US import each year?) to subjective conclusions (how likely is Oregon to meet its EV objectives?)

Most provocative was Sam Ori’s presentation of Oil Shockwave, designed to to incite awareness of how precarious the perch is of the United States when it comes to global oil production interruption.  Oil Shockwave is designed to bring seasoned domestic security decisionmakers to confront a terrorist attack  at Saudi Arabia’s Abaquiq oil refinery compounded by geopolitical intrigue.  As a country, we are only 3% (of global oil production)  away from massive price spikes and severe economic damage.   Sam also related that the Saudi’s recently let slip they do not want to cause such price spikes because it will hasten the developed world’s transition to renewable energy sources.

In Oregon’s case, we have assigned for ourselves the goal of achieving 30,000 EVs sales by 2015, tripling our pro rata share of Obama’s national goal.  This means that 2012 will be a BIG year if we are to stay on track to meet those numbers. According to Charlie Allcock, PGE’s Director of Business Development,  we will be facing formidable challenges including ongoing unemployment, high MSRP, and diminishing tax credit incentives.   If we are to meet just the one percent goal of 10,000 vehicles, we will need to sell 2000 new EVs by the end of 2012.

How do we get there?  The solution lies in a multi-pronged approach. 

We must stress consumer education and outreach.  [Oregon’s Governor’s Transportation Electrification Executive Council  (TEEC) is promoting a strategy of “eyeballs and seats” which presumes that the more vehicles out and about in public, the more people will begin to entertain EVs as an alternative to conventional vehicles.  Providing visibility, driving experience, and broadcasting a positive message using all forms of media (including blogs!) will help inspire change.  The focus group that was videoed live at the conference showed many EV myths remain, including perceptions that the vehicles are prohibitively expensive, have limited range and speed, and take too long to charge.]

We must assist fleet managers in running the numbers to show the long-term operational cost advantages presented by EVs, especially when fuel price volatility is introduced.

We must get people to begin to assess their driving habits, operational costs and routines so their next vehicle purchase  is based on choice of electrified transport that accounts for these realities.

We must start our own social movement by engaging social networks and creating toolkits to promote social engagement with the personal and public virtues of EVs. [Check out Nathan Pinsley, a strategist at Purpose.com, who provided one of the more interesting presentations on bridging the gap from early adopters to mainstream]

We must continue to subsidize technologic innovation to fuel progress in battery development and continued downward trajectory of pricing.

We must build strategic partnerships between electric utilities, smart grid technologies, and regulatory authorities.

We must NOT rely upon Washington to solve our energy problems given the partisan divide and gridlock.  No more federal loan guarantees or manufacturing tax incentives are imminent.   States and regions must provide their own set of solutions.

If we truly aspire to greatness on behalf of our nation and the environment, maybe 30,000  EV sales in Oregon by 2015 isn’t such a daunting number.

 

 

Fred Meyer Debuts the Fastest Electric Vehicle Charger in the West (and the U.S.)

Today was a momentous day in many respects.  ECOtality sponsored a ceremony at the Hollywood Fred Meyer  in Northeast Portland which is now hosting the first DC fast charging unit installed as part of the EV Project, nationally.  No other state received this distinction.  Considering the scale of the EV Project and the fact that it is rolling out a large number of level two units across the country, this was indeed a historic event.

Among those in attendance were Governor John Kitzhaber, Sen. Jeff Merkeley, Multnomah County Commissioner Chair Jeff Cogen, Fred Meyer’s President Michael Ellis and ECOtality’s President Don Karner.   Pacific Power’s Pat Egan also spoke about the importance of teamwork in getting these units installed within all utility’s service territories.  I got the chance to thank ECOtality’s president for his efforts in helping make Oregon a central figure in the national movement toward vehicle electrification.  We are indebted to private and public figures who see that the future of transportation lies in electrifying vehicles.

The DC fast charger  (Level 3) enables EVs to charge to close to full capacity within the time it takes to fill a normal gas tank; they have been likened to a attaching a firehose of electrons to your car.  These are beefy 440 v (125 amp) chargers using the Chademo charging connection imported from Japan and invented by TEPCO. The unit has a large flat screen which will be used for advertising and providing information to consumers while charging.  The number of Nissan LEAFs on hand was also impressive (I counted twenty) and I witnessed one of the first to plug in at the unit.

Sen Jeff Merkeley is to be congratulated particularly for his national leadership, along with Sen. Lamar Alexander (R-TN) in promoting vehicle electrification.  Oregon ships out $6 billion every year to fossil fuel companies, much of it going offshore.  If we can capture even half of that, we will be keeping money in the local economy and making Oregon a better place to live.

Governor Kitzhaber and Sen. Merkeley were also kind enough to speak of Drive Oregon and reference that forty companies in Oregon are currently operating in the EV space.  Drive Oregon is one of the first non-profits, nationally, to be empowered with the mission of promoting a state-based EV industry .  We plan on promoting economic growth, job creation, and commercialization of new EV-related technologies as our long-term strategy.

The sun shone brightly at Freddie’s throughout the ceremony making us all wince involuntarily.  Perhaps a sign that DC fast chargers are a ray of hope in an otherwise cloudy world of combustion.