FIRST TO 50,000 - THE ATLANTA ELECTRIC VEHICLE RACE

Team 5 – Team ElectricJohn RahiyaBranson SmithMichael WinstonPatrick Woods

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ATLANTA CAN REALIZE ITS GOAL OF 50,000 ELECTRIC VEHICLES ON ITS ROADS BY MAKING AN INVESTMENT OF $175 MILLION. $175M should be invested in three areas over the next two

years. $150M for government subsidies. $4.3M to deploy a strategic infrastructure investment plan consisting of

four initiatives that would develop a support network and increase the visibility of electric vehicles.

$20.7M to create an effective marketing campaign that raises the public’s awareness of electric vehicles, with a focus on their use and viability.

These investments will turn Atlanta into a model

for other cities to follow.

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INNOVATION WILL MOVE ATLANTA FORWARD.

Innovation must drive change. Atlanta needs to be a first adopter of cutting edge technology (ex.

overhead charging capacity, wireless charging systems, etc.)

Innovation cannot be limited by the sprawl. Atlanta’s mass transit system has limited functionality compared to

other large global cities. No above ground tram systems, minimal plans for street cars, and limited

MARTA access.

The suburbs have largely been excluded from mass transit in the past.

In order to drive demand for 50,000 electric vehicles, ALL suburbs must be integrated into the plan.

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WE EXPECT THE SHARE OF EVs TO STABILIZE IN 2011 AND THEN GROW.

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WITH NO POLICY CHANGES, ATLANTA WILL HAVE 50,000 EVs BY 2020.

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TO ACHIEVE 50,000 EVs IN TWO YEARS, 2012-2013 SALES MUST INCREASE 415%.

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2012-2013 SALES PER 1,000 PEOPLE MUST BE 5.25, MAKING ATLANTA A TOP 5 CITY.

New Hybrids per 1,000 Households

Rank Metropolitan Area 2009 2013F1 Portland, OR 8.8 8.82 Helena, MT 6.7 6.7

3 San Francisco 6.7 6.7

ATLANTA 0.78 5.255 Washington, DC 5.1 5.16 Los Angeles 4.8 4.87 San Diego 4.7 4.78 Seattle 4.7 4.79 Juneau 4.6 4.610 Santa Barbara, CA 4.4 4.411 Monterey, CA 4.3 4.312 Charlottesville, VA 4.1 4.113 Austin, TX 3.7 3.714 Billings, MT 3.7 3.715 Lafayette, IN 3.7 3.716 Boston 3.6 3.6

US Metro Area Average 1.8

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WHERE DOES ATLANTA FIND DEMAND? Government

Government vehicles can be coupled with charging stations in all government parking areas.

Mass transit Charging stations can be installed in MARTA parking lots. Commuters may be given preferred/free parking for driving electric vehicles. Provision of incentives and infrastructure can allow MARTA to convert to

electric buses and shuttles.

Taxi stands Charging stations at stands should be created across the city for drivers to

use while waiting for customers at the airport, hotels, bars, restaurants, etc. Electric taxi owners should have access to tax breaks and other incentives.

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WHERE DOES ATLANTA FIND DEMAND?

Airport ground transportation A conversion of airport shuttles and buses into electric vehicles that

have curbside charging stations could allow re-charging during wait times.

Shared car services Companies such as Zipcar can provide shared car services as an

alternative to rental cars and can be partnered with to achieve and promote fleet electrification.

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DEMAND SHOULD BE FUELED IN PART BY INCENTIVES. Atlanta should offer an Alternative Fuel Vehicle (AFV) Tax Credit

of $5K per vehicle that would apply to all versions of EVs. An Electric Vehicle Supply Equipment (EVSE) Tax Credit of 10%

of the cost of the EVSE (up to $5K) can also be created. Local incentive programs from around the U.S. could be adopted

and implemented in Atlanta. Dallas-Fort Worth has the North Texas Green & Go Clean Taxi Partnership. Salt Lake City provides incentives to commercial ground transportation at

airports that use alternative fuels ($2,500 per vehicle). New Haven offers free parking on all city streets for qualified electric

vehicles.

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INFRASTRUCTURE AND PRESENCE MUST BE DEVELOPED TO DRIVE ADOPTION. There is a notion that electric vehicles will not meet the

needs of the typical American suburbanite, which must be dispelled before wide spread adoption will occur.

The notion must be dispelled by developing a physical infrastructure to support electric vehicles and increasing the visibility of electric vehicles.

Charging stations need to be built in locations that consumers spend at least 15 minutes; dispels utilization of the current gas station model.

Accelerate adoption by incentivizing businesses that maintain large vehicle fleets and/or desire to attract the segment of consumers that drive electric vehicles.

1. Partner with Kroger & Publix to set up charging stations with preferential parking locations at every store in the metro area.

2. Partner with Simon Malls & General Growth Properties to create

charging stations with preferential parking.

3. Create a partnership between Hotels and Rental Car

companies.

4. Establish charging stations at five to seven major local

employers.

FOUR PART STRATEGY TO DEVELOP INFRASTRUCTURE AND ESTABLISH A PRESENCE.

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PARTNERING WITH KROGER AND PUBLIX CREATES A NETWORK OF OVER 270 STATIONS AT AN ESTIMATED COST TO THE CITY OF $2 MILLION.

Why? The two major grocers in the Atlanta market creates a network of over

270 charging stations that fully encompasses the metro area. Stopping at the grocery store already plays a significant role in the daily

routine of many residents. Electric vehicle drivers will represent a highly desirable segment of

consumers due to their preference for high margin products (organic foods, fresh produce and prepared meals).

The time spent shopping is sufficient to give the extra boost that might be needed to get home.

How? Install five 240V charging ports at every store in the Atlanta market. Total cost of $4M based on $15K per location. Split the cost of installation with Kroger and Publix.

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PARTNERING WITH SIMON & GENERAL GROWTH BUILDS A NETWORK OF PRESTIGIOUS LOCATIONS. Ten Locations in Five Prime Areas

Buckhead – Lenox Square & Phipps Plaza. 400 Corridor – Perimeter Mall & North Point Mall. 85 Corridor – Northlake Mall, Gwinnett Place, Discover Mills and Mall of

Georgia. 75 Corridor – Town Center at Cobb. Southside – Southlake Mall.

How? Free preferred parking spots, including free valet where already available. Target 5 locations for 200 charging stations; $600K per location - $3M

total. Target 5 locations for 100 charging stations; $300K per location - $1.5M

total. Split costs at each location.

CREATE AN ALLIANCE BETWEEN HOTEL CHAINS AND RENTAL CAR AGENCIES TO IMMEDIATELY CREATE A BASE OF 3,000 TO 5,000 VEHICLES. Why?

Hotels and rental car companies share a consumer base.

Atlanta is one of the largest rental car markets in the US. The newly developed airport rental car center alone contains space for 8,700 vehicles.

Electric vehicles retain their value better than gas counterparts, which will drive the bottom line of rental car companies by increasing their remarketing revenue.

Increases visibility as vehicles typically will be concentrated in high traffic areas.

Offers local residents the opportunity to test an EV before making a purchase.

How? Target one national rental car agency and one national hotel chain to create a

highly visible and marketable partnership.

Offer free valet parking and free overnight charging for guests who rent electric vehicles.

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A WELL-EXECUTED AWARENESS CAMPAIGN MUST BE IMPLEMENTED TO ENSURE SUCCESS.

The campaign will be known as “Electric Peach” and will be a part of the Clean Cities Atlanta website.

The Metro Atlanta Plug-in Electric Vehicle Readiness Task Force will become the Electric Peach team.

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ELECTRIC PEACH ADVERTISING WILL BE SEEN AND HEARD AROUND ATLANTA IN MANY FORMS.

Print ($401K per year) Full page ads in the AJC once a week for 35 weeks during the year ($10K

per ad). Atlanta Magazine back cover every other month ($8.5K per ad).

Radio ($152K per year) 44 NPR sponsorships ($1.15K per spot). 44 D.J. endorsements on Top 5 stations ($1.15K per spot). 88 Traffic/Weather reads ($575 per spot).

Outdoor ($481K per year) 8 digital billboards ($5K - $10K per board per month) 4 four-week flights at bus stops ($50K per flight) 4 four-week flights on the sides of buses ($50K per flight) 4 months of interactive experiences at malls ($300 per month)

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ELECTRIC PEACH ADVERTISING WILL BE SEEN AND HEARD AROUND ATLANTA IN MANY FORMS.

Television ($6.4M per year) For $200K per week on basic cable (USA, TNT, TBS, etc.) with a targeted approach,

the number of people reached = the population of Atlanta x 1.5. $450K-$500K per week on broadcast (CBS, NBC, FOX, etc.) earns the same

viewership, but can focus on key programming, such as new shows (ex. Pan Am) or old favorites (ex. American Idol).

Another method is to pay $1K per spot across a swath of 10 networks, but the concentration will not be as high. Two to three spots per hour is acceptable with considerations for time of day.

Internet ($2.1M per year) Geo-targeted ads on national websites (CNN, weather.com, etc.) are priced $30K -

$80K per week depending on the number of websites chosen, section pages, etc. Facebook ads that are geo-targeted towards Atlanta would appear on the right side

of the screen and would be priced at $15K per week. The ads will need accompanying content, such as a how-to-video on charging an electric vehicle.

Social media responsibilities can be handled by two people at a cost of $30K each. They will monitor, update and encourage conversations on Facebook, Twitter, blogs, etc. and participate in link building.

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KEY PARTNERS AND SPONSORSHIPS WILL ALSO HEIGHTEN AWARENESS.

Possibilities include, but are not limited to:

$100K$40K - $60K

$100K - $125K

$100K - $125K

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CREATING DEMAND FOR 50,000 ELECTRIC VEHICLES CAN TRANSFORM ATLANTA INTO A LEADER IN TECHNOLOGY AND TRANSPORTATION. Government subsidies, strategic infrastructure and

effective marketing are the essential components to creating that demand.

The $175M investment makes environmental AND economic sense. Increasing sales means less pollution, cleaner air and a healthier

economy. Electric vehicle manufacturers could set up factories in the area,

which would spur job growth.

Atlanta’s model could encourage additional development in other sectors, thereby rewarding the city on a continuous basis from multiple angles.