With the end of 2012, we are all starting to put together the list of things we want to change about ourselves and the corresponding resolutions we will adhere to in the coming hours. (I’m being a realist)

I’d like this year to be The Year of EV Education. The American public is still woefully uneducated on this topic and it is critical for our nation that they have a better understanding.

There are several areas where a focus on education HAS to happen:

1. The sales personnel at the dealerships – When I was looking for a new car in August 2012, I was surprised how few salespeople at the dealerships could answer my many questions about EVs. Brand did not seem to matter. At a Nissan dealership, the salesman didn’t seem to want to get out of his chair. When he did, he and several coworkers said I should wait for the next year’s model because it would have much greater range. Salespeople are mercenaries, not evangelists. Show them they can make money, without too much extra effort, and they’ll learn and perform.
2. The population needs to become aware that these vehicles are around them every day. Both Nissan and Chevy charge extra for bold graphics on the cars that state they’re electric. This is a terrible idea. It’s free advertising! At the very least, GIVE any customer who wants to advertise your brand the ability to do so! Make the graphics standard and optional to have them removed (I know, bad idea…). I was shocked that there are no Chevy Volt license plate frames or ball caps offered through the dealers! In fact, my Chevy Volt dealer’s parts department has no promotional Chevy Volt gear at all. That’s just sad.
3. The people who are looking for ways to become less dependent on oil should have an obvious place to go get answers. There should be public service announcements stating what the resources are. I know when I bought my first Volt, I had a difficult time getting the answers I needed to make a decision.
4. Manufacturers should pay for product placement in films and TV. It will help envision what an EV is like in your day-to-day life. Just like movies usually don’t show people stopping to fill up on gas, they shouldn’t focus on charging. They could show someone unplugging before leaving home, driving around silently (maybe a detective stalking a suspect), etc
5. When lies are spread, the manufacturers should get involved, LOUDLY denouncing them. Remember when, in the recent Presidential elections, the Republican candidates lied about GM moving manufacturing jobs to China? The industry & union made sure everyone with ears heard that this was a lie and explained specifically how it was a lie. Politicians & pundits have had a field day trying to stop EVs because they felt it was a product of the opposing party. THIS MUST STOP NOW. Flying a flag on national holidays or tying a yellow ribbon around a tree should not be the signs of patriotism most often touted. That’s “talking the talk.” Someone who buys an EV is walking the walk. The VAST majority of EV owners I have spoken with, state one of the top reasons for their purchase of an EV was to lessen U.S. dependence on foreign oil and to prevent war.
6. We must educate our politicians that this is a critical national security issue and that we demand focus on it. We must be LOUD and persistent.
7. Manufacturers have to do more to raise public awareness through advertising. I see tons of “tough Chevy truck,” “Ford F-150” and “Dodge Ram” commercials but hardly ever see a plug-in EV ad. These need to become a bigger portion of the advertising budget. Guess what, Ford, GM, and Dodge? Everyone already knows you make pickups and SUVs! Dial back the advertising dollars there and start using advertising to educate consumers on the advantages of EVs!
8. The people who would most obviously consider an EV would be those that have not owned a gasoline-powered vehicle and therefore, aren’t biased toward gas-powered cars. Young urbanites are a great prospect because (for the most part) they are concerned about the environment and the cost of gasoline. Unfortunately, a large percentage of these potential customers live in apartments. There has to be a focused push to deploy charging stations in apartment complexes. It should not have to be paid for by the apartment complex owners or tenants. Surely a deal could be made between independent EV charge station owners, who would pay to install the units and maintain them (and collect the revenue) and the apartment developer who can state the complex has state-of-the-art refueling on site. To do this effectively, we would have to get the cost of charging at one of these sites far below current prices. One potential way to do this would be advertising shown on the charging station display (including resources to learn more). Local dealerships, and green businesses seem obvious targets for this. There has to be a focus on charging stations at facilities where people will stay for at least two hours: movie theaters, valet parking at airports, hotels/motels, hospitals, malls and parks.
9. Some things that were once common in our society, are no longer tolerated. If someone uses a racial epithet today, they are ridiculed. A woman’s role in our society is no longer determined by men. Where is our outrage at the single occupant of a large SUV? For many, the large, tricked out SUV is a status symbol. WE determine what is valued. Through television, movies, music and more, we can start having a conversation about how unattractive large, gas-guzzling vehicles are. Imagine a scene, where a couple meet, have a nice time and when going to their cars (one an SUV the other more economical) they give each other a closer look. What if the person who owns the electric vehicle decides against dating the other person because it shows a lack of caring about the environment? It happens all the time in the other direction: guy pulls up in a hot car, girl jumps in. or guy pulls up in a junker and girl rolls eyes and walks away.
10. This is a change we need as a society. It is untenable that our country has to import such a strategically important commodity at the levels we do. As with all change, this can be promoted by our government:

• High occupancy vehicle (HOV) lanes should allow EVs, even when there is only one driver.
• Just like handicapped parking, EV charger parking should be in a preferred location with towing enforced if non-electrics park there. This will help #2 above.
• Perhaps a break on registration fees (especially on models that do not require an emissions test) and tolls would help as well.
• Create a plan to phase out oil industry subsidies. If the move to electrics is as important as I think it is, it is imperative we plan this. No sudden shock to the system should occur, but at least 5 years before they phase out, there should be major public announcements, allowing consumers to make an educated purchase decision for their next vehicle.
• The current MPGe method of measuring mileage of EVs & hybrids seems poorly devised. What is important, is not how many miles you get per gallon, but miles per DOLLAR! With electricity rates and gasoline prices moving all the time, this is difficult to implement but if everyone understood how inexpensive these cars become, once total cost of ownership is considered, EVs would be flying off the dealer’s lots.
• Keep the current incentives (income tax incentive, EV Project, state programs) in place and expand them in ways that make sense. Perhaps incentives that help with issue #8 above would be a good place to start.

What are your thoughts on ways to accelerate adoption of electric vehicles? I’d love to hear them!

Happy New Year Everyone!!!