The old bumper sticker slogan “Think Globally, Act Locally” might bring up warm fuzzies to those of us in the clean energy movement. But it’s not doing much to drive EV adoption if EV charging professionals sound like schoolmarm scolds to potential EV buyers.
So start thinking locally.
Partner with other stakeholders to build EV charging stations that can operate off renewables. Collaborate with local auto dealers to offer new EV drivers discounts at these stations and promote EVs among local citizens for the cars’ cost-effectiveness, quiet ride, and healthy interior air quality.
Encourage local EV adoption, and you could start an EV revolution right from your hometown. Here’s how to get it done.
Find Your (Local) Tribe
In today’s connected world, an internet search can often reveal people and businesses with common interests. Here are some specific places to search:
Social Media Platforms
Simply search on your favorite platform for EV-related keywords, include your local area, and you’ll likely find some kindred minds.
Reach out to them through comments and private messages (with permission). Assess their enthusiasm level and arrange to meet in person to discuss ways to promote EV usage and expand your customer base in the process.
If you own or manage local charging stations, make sure that you advertise and post regularly on social media. To drive EV adoption in a community, car buyers need to know that there are conveniently located charging stations nearby so they can feel comfortable with buying an EV.
Civic Organizations’ Websites
If your local area has organizations that promote environmental awareness, join in on some sessions. Local civic service clubs, too, often undertake projects to improve the environment.
Most of these organizations welcome informative presentations that promote their mission and attract more people to their ranks. Offer to present a program on how more electric vehicles on the road can help keep the community’s air cleaner and their drivers healthier.
Even better, introduce them to the benefits of EV charging powered by renewable fuel sources. Renewables can keep the power on even during outages and are environmentally friendly to boot.
Partner with Driver Training Programs
Although public schools’ driver education programs are becoming scarce, the private driving schools that have replaced them are costly and off-campus, requiring parents to drive students back and forth to their lessons. Those factors have driven some states to consider reinstating in-school driver education programs.
But no matter if they are public or private, driver education programs could benefit from input from EV professionals. Students and instructors alike could benefit from learning the differences between driving and charging an EV and internal combustion-fueled vehicles.
Volunteering your time can help new drivers, typically Gen Z or younger, become comfortable with driving an EV. With their documented concern for the environment, Gen Z and their younger peers are one of the top demographics in the EV target market. Reaching out to them through driver education programs could help attract more younger consumers to choose an EV for their first cars.
Work with Local Utilities to Promote EV Adoption
Provided they have upgraded their infrastructure to handle the increased load, utility companies have much to gain by more consumers choosing EVs. After all, it’s them who receive an influx of revenue in their coffers each time an EV driver pulls up to a charging station.
However, if EV charging station owners don’t reach out with ways for both to work together to promote EV usage, there’s a chance that utilities will miss out. So it’s a good idea to reach out to them with ideas about how to forge, or strengthen, a partnership.
Encourage them to pay customers with EVs equipped with bidirectional charging to feed their cars’ excess energy back into the local grid. Rewarding customers who charge their vehicles during off-peak hours with discounted rates can also help encourage people to choose an EV. After all, what gas stations would even think about providing discounts to drivers who fill up at night?
Some utilities also offer financial assistance or rebates for customers who install EV chargers on their properties. If your company provides home charger sales and installations, consider adding an additional discount to sweeten the pot.
If, on the other hand, you have public charging stations, you could offer utility customers who don’t charge at home a discount for fueling their cars at your establishment. Either way, you’re building your customer base and goodwill within the community.
Work with Local Government Officials to Promote EV Fleet Usage
No one wants to return to the air quality in the 1960s, when smog, burning rivers, and acid rain polluted the air, particularly in large cities. With alarming new reports detailing the effects of breathing diesel fumes among truck drivers, it behooves local officials to look for zero-emission alternatives.
EV fleet usage is on the rise. But not everywhere. Meet with local government officials to show them both the dangers of maintaining their diesel status quo and the benefits of fleet electrification.
Statistics on breathing polluted air aren’t the only things to mention when you meet your city’s leaders. As a QMerit post points out, EV fleet vehicles cost less over their lifetime than their diesel counterparts.
And what about fueling? A heavy-duty diesel vehicle costs nearly three times more than its electric equivalent, as a RIZON post shows.
Light-duty fleet vehicles show an even greater advantage over their internal combustion-powered (ICE) competitors. They average about 3 cents per mile to operate and maintain, compared to 67 cents per mile for their conventionally fueled counterparts — 22 times the EVs’ average.
Partner with Local Auto Dealerships to Encourage EV Adoption
Auto dealers, too, can become more EV-friendly with a little more encouragement. If you’re a charging station owner, consider partnering with local dealerships to provide new EV owners with a month of free charging or discounted charging for a specified period.
Companies that sell EV home chargers could offer a discount to customers who buy EVs from their auto dealer partners. Either way, sweetening the pot can help smooth the road forward to greater EV adoption in your community.
Discounted charging can help, but education might be even more effective. Although you might think that car dealers have amassed a great deal of knowledge about all the cars they sell, that’s not true, especially when it comes to EVs.
Chalk it up to EVs’ recent debut onto the automotive stage, but surprisingly, they don’t, says a McKinsey survey. According to the survey, “Many dealerships are woefully unprepared to meet the growing number of consumers considering an electric car.”
The survey measured the following six areas of EV knowledge:
- In-store experience
- Test drives
- The total cost of EV ownership
- The sales process for EVs
- Battery properties
- The charging process
The auto industry salesforce’s lack of knowledge might be one of the reasons why US car buyers fall well behind those in Europe and China in EV purchases. However, there is more than a glimmer of hope, the researchers say.
First, they recommend that dealers train the frontline sales force on their EV knowledge. Partnering with an EV charging company can provide salespeople with the necessary knowledge and expertise, especially regarding battery and charging features and protocols.
Secondly, they advise dealers to provide an omnichannel approach in the sales journey. Teaching prospective buyers about charging by allowing them to charge cars during test drives and offering discounts on charging and maintenance can go a long way toward making once-reluctant customers choose an EV.
Partners in the EV charging industry can help streamline that process. From welcoming dealers to use their stations to introduce prospects to the charging experience to providing discounts on public charging or EV charger purchases, EV charging companies can play a central role — if only they reach out to local dealers.
Success Stories from the EV Frontline
EV charging companies and other EV industry leaders that have taken part in community initiatives have experienced great success in driving EV awareness and, therefore, adoption.
Here are a few:
- Plug In America: A nationwide EV advocacy group with local outreach, this non-profit organization has provided communities across the country with educational resources, sponsoring events, such as Drive Electric Month, to make more people aware of EVs and their benefits.
- Adopt a Charger: This Los Angeles-based non-profit has installed free-to-use EV charging stations at several Southern California tourist attractions, including parks, beaches, museums, and other historic locations.
- Blink Mobility: This EV car-sharing service provides people who don’t have the space or the money for a car with access to EVs. It provides lower rates for underserved residents and has installed charging stations in LA’s most disadvantaged communities.
It’s Your Turn to Shine the Light on EV Adoption in Your Community
These ideas — both those we’ve suggested and those that have successfully accomplished community partnerships — are only a few of the ways EV industry leaders can leverage community partnerships to build awareness, introduce more locals to the advantages of driving an EV, and help their communities breathe healthier air.
At the EV Charging Summit, you’ll hear from industry experts as passionate about community partnerships as you are. Even more exciting, you’ll come away with even more inspiration to partner with local leaders to bring more EVs to your community. Reserve your spot at the next EV Charging Summit today!
