FINAL REPORT March 14, 2018 Veloz Best.Drive.EVer. Ride and Drive Series Presented by Karen Weber Data Analyst Charge Across Town
Campaign Highlights Ø Timeframe: Ø APRIL DECEMBER 2017 Ø 13 Venues; 18 days; 4-8 hours per day Ø Earth Day Fairs Ø State Fair Ø Small Community Events Ø Auto Shows Ø LI/DAC Effort Ø Small Grant Recipients Ø American Lung Associa[on Ø Acterra Ø Monterey Bay EV Alliance Ø Project Clean Air Ø Redwood Coast Energy (RCEA) Ø Community Environmental Council Ø 2344 Rides and Drives Ø An average of 1.48 ride and drives per respondent Ø 16 Car OEMs Represented Ø Ba`ery electric, plug- in and fuel cell Ø 34 Dealerships Par[cipa[ng Ø 59 EVs provided for test- drives Ø 28 EVs provided for sta[c displays Ø Staffing Ø 25 paid interns Ø 18 volunteers Ø 3132 TOTAL Surveys Ø 1583 Pre- Surveys Ø 1291 Post (capturing 80%) Ø Follow- up: 432 emails captured; 302 follow- up surveys sent, with 46% response rate Ø 150,000+ People Exposed to BDE Ø 10% purchased EVs!
Campaign Venues Ø Oakland, EarthExpo, April 6 Ø San Diego, UC San Diego Earth Day, April 24 Ø Sacramento, California State Fair, (3 days) July 20-22 Ø Chula Vista, Harborfest, August 19 Ø Redding, Turtle Bay Discovery, August 19 Ø East Palo Alto, GoEV, August 20 Ø Santa Cruz, NaJonal Drive Electric Week, September 9 Ø Oxnard, Farmers Market, September 10 Ø Bakersfield, NaJonal Drive Electric Week, September 16 Ø Tehachapi, Apple FesJval, October 9 Ø San Francisco, EV Week 2017, (2 days) October 10-11 Ø San Francisco, SF InternaJonal Auto Show* (2- days), November 20-21 Ø Los Angeles, LA Auto Show, December 4
Venue Results Ø Top Venues, with # of test- drives Ø EV Week 2017 497 drivers; 917 in car experience Ø CAL State Fair 224 drivers; 356 in car experience Ø Top Venues, with # of surveys Ø EV Week, Cal State Fair, SF AutoShow Ø Small Grantees has lowest survey totals Ø EV- focused events and Auto Shows have highest quality azendees and traffic to the events.
Small Grants Results Over 18 applica[ons: Six selected for venue/ geographic loca[on and organiza[on s capability to conduct a ride and drive event. Grants ranged from $2500 - $5000; Focus on low income and disadvantaged communi[es and regions; All events were independently run and managed Event results varied from 14 51 ride and drives.
Pre- Survey Results The following 6 Ques[ons were asked BEFORE test- drives: 1. What is your percep[on of EVs? 84% posi[ve to somewhat posi[ve; 15% neutral 2. What is your experience with EVs? 51% had no experience with EVs; 3. Are you planning to purchase/ lease a car within the next 12 months? 74% said yes or maybe; 26% said no; 4. How likely are you to consider buying or leasing an EV as your next vehicle? 71% were somewhat or very likely. 28% were unlikely or unsure; 5. What are your most frequent modes of transporta[on? (mul[ple answers) 73% drive a gas- powered vehicle; 13% cited public transporta[on 10% bike or walk 9% said they already drive a ZEV 6. What type of home do you live in? 75% iden[fied house or townhome; 24% iden[fied apt/condo.
Post- Survey Results Ø The following 10 Ques[ons were asked AFTER test- drives: 1. How many cars did you test- drive? 42% drove more than one 2. Which EVs did you test- drive? (over 30 models listed) Answers varied by event and car availability but BMW i3 was most driven car, followed by the Honda Clarity fuel cell. 3. Aqer your test- drive, what is your percep[on of EVs? 93% somewhat to very posi[ve; 6% neutral 4. What did you like about driving an EV? (mul[ple answers) Top five answers: Quiet Ride; It Was Fun; Performance; Style and Comfort; Zero Emissions. 5. How familiar are you with the economics and incen[ves of driving an EV? (mul[ple answers) 71% familiar with environmental benefits 66% familiar with cost savings 56% with carpool access 44-47% with state and federal incen[ves
Post- Survey Results (cont.) 6. How familiar are you with EV Charging? (mul[ple answers) consistently low awareness all around from home charging to fast charging up to 70% with li`le or no awareness. 7. Did you come to today s event already planning to buy/lease an EV? 24% said no 24% said yes 52% were just curious 8. How likely are you to consider buying or leasing an EV aqer driving one? 74% said somewhat or very likely 9. If you were to buy or lease an EV in the next year, which do you think you would buy? 51% preferred ba`ery electric 38% fuel cell 29% plug- in hybrid 10. Can we follow- up with you in three months? Ø 31% said yes and provided emails; many were invalid.
Follow- Up Survey Ø The following 5 ques[ons were asked in the FOLLOW- UP survey: 1. Since par[cipa[ng in the electric vehicle (EV) ride- and- drive, have you purchased or leased an EV? 10% purchased or leased an EV! Models cited include BMWi3, Tesla Model 3, Chevy Bolt, Chevy Spark, Subaru Impreza, Ford Focus, Ford C- Max, and Nissan Leaf 36% said they are s[ll shopping for a new EV 9% said they were shopping for a used EV 2. Since par[cipa[ng in the EV ride- and- drive, please indicate if you have done the following: 60% looked at EVs or EV informa[on online 46% talked to other EV owners 22% visited a dealership 27% answered none of the above
Follow- Up Survey (cont.) 3. What would persuade you to buy or lease an EV? 46% said lower costs 46% said longer range 44% said more charging sta[ons 31% said they were planning to purchase or lease an EV as their next vehicle 4. Have you shared your EV experience with others? 78% shared with friends and/or family 5. Was test driving an EV an important part of your decision to consider purchasing or leasing an EV? 91% said a test- drive was very or somewhat important
Veloz Member Par[cipa[on Ø OEMS: Nissan; Tesla; Honda; BMW Group; Ford; GM; KIA; Mercedes; Daimler; Toyota Ø U[li[es: San Diego Gas & Electric; PG&E; SMUD; Southern California Edison; Los Angeles Department of Water and Power Ø Affiliates: Center for Sustainable Energy, Plugshare; Plug in America
Other Par[cipants Ø Non- Veloz Member OEMS: Fiat Chrysler; Volkswagen Group(Audi); Mitsubishi; Hyundai Ø City of Oakland; City of San Francisco; City of Chula Vista; Port of San Diego; US Navy; SAC EV Group; San Joaquin Valley Air District; EV Perks, EVgo, Electric Car Insider Ø EV Ambassadors and Interns at events: Ø 28 Volunteer EV Ambassadors; Ø 38 Paid student interns from local community and state colleges, as well as the UC system.
Marke[ng & Outreach Ø All events had giveaways and/or incen4ves ranging from BDE shopping bags, FREE [ckets, food vouchers, and taco trucks. Ø On- site event flyers were passed out to the public at most events where appropriate. Ø Social Media: Ø Targeted Facebook ads ran for each event; Ø Twi`er was used at all events with live tweets and event photos. Ø Spot Adver[sing: Ø State Fair Billboards, TV and radio spots in Bakersfield. Ø Event Wrap- up Reports and photos provided to Veloz.
2017 Observa[ons For the past three years, The Veloz Test- Drive Series has been a valuable and an[cipated series of educa[onal and outreach events across the state. In three years, Veloz has conducted over 4300 test- drives, and touched hundreds of thousands of people. Many venues, such as Oakland, Chula Vista and Bakersfield, which get very li`le EV a`en[on and/or funding for events, appreciated the mul[- year effort to come out to their communi[es with a FREE EV educa[onal and outreach event. While the small grant program events were not as heavily a`ended, and did not result in as many test drives as the events managed by the BDE team (anywhere from 14 to 51 reported), the grants were cri[cal towards helping make these events happen in hard to reach and underserved areas.
2017 Observa[ons (cont) The level of sophis[ca[on of a`endees, their knowledge of electric cars, and their ques[ons about PEVs, was no[ceably higher in 2017 than in years past. The paid interns and volunteer staff con[nue to show increasing knowledge, curiosity and enthusiasm for PEVs in general from previous years. In some cases there was repeat staff which helped to raise the level of the customer experience. Repeat dealers also par[cipated in several events which helped to streamline the planning and produc[on process while again improving the customer experience. Since 2015, over 90% of people say that the Veloz test- drive experience was vital to their decision to purchase or lease an EV. Ongoing EV educa[on and outreach, and experien[al events, are an important component to EV adop[on in California!
Three Year Overview From to 2015 to 2017, survey data shows the following: More people are experienced with EVs; Range anxiety has decreased from 58% to 46%; Familiarity with low opera[ng costs has increased; Awareness of u[lity rates and programs remains unchanged; The posi[ve percep[on of EVS has gone up from 78 to 82%.