EV Ecosystem Policy Initiatives

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1 EV Ecosystem Policy Initiatives Riga Oct 2 nd Innovation Forum

2 Elements of an Electromobility EcoSystem Infrastructure Education / PR Supply of EVs Incentives 2 Innovation Forum

3 Elements of an Electromobility EcoSystem Infrastructure 3 Innovation Forum

4 Planning the Infrastructure - Ratio to Expected Car Numbers What Power Levels and what ratio of Fast / lower Power is required? 1.2 X = 50,000 cars 60,000 CPs of which 10,000 Public (0.2) 2014 EC AFI Guideline = 0.1 for Public Chargers 4 Footer

5 Planning the Charging Infrastructure - Parking/ Walking Model 300m Slow charge station Quick charge station 5

6 Related to Refuelling Infrastructure Number of Fuel Stations x Average number of Pumps compared to number of conventional vehicles Increase for EV need for more frequent fuelling EV longer time to refuel Decrease for Expected % of Charging to take place at home 6 Footer

7 ESB ecars Public Infrastructure Network * Excludes workplace CPs 7

8 Initial European EV Charging Market Models Mode l No. Model Description Example Country Elec Distrib Charging Station Ownership/ Operation Provision of Electromobility Services/ Sale of Electricity 0 Combined Electric Model Cyprus 1 Integrated Infrastructure (DSO) Model Italy 2 Separated Infrastructure Model Portugal 3 Independent Electromobility Operator Model Denmark (Better Place) 4 Spot Operator Owned Model UK 8 Footer

9 Key capabilities Core capabilities required to deliver EV charging CP Owner or Provider CP Operator EMSP Owns &/or installs Operates, controls & maintains charging station networks (public, semi-private, inc. home) Meeting Driver Needs Capex Host negotiation Government grants Knowledge of Charge Points Power networks expertise Commercial negotiations SLAs O&M CPMS Telecoms (ICT) Knowledge of business processes Customer service SLA management Billing capability Metering capability Smart grid interface Customer services and operations Digital assets & skills to enhance user experience Data (charging behaviour) Sales and marketing Pricing/tariffs Regulation Network management Smart charging 9

10 Range Anxiety to Charge Anxiety ICEing 10 Footer

11 Solving Charge Anxiety ICEing illegal July 2014 SI Regulation making it illegal for anyone other than an EV Charging to park in a spot designated by the street making Electric Vehicle Charging Only 11 Footer

12 Infrastructure Key Questions How much Infrastructure and what mix is required? Will the infrastructure business be integrated or separated into component parts? Who will do what and will it be self-sustaining or will financial assistance be necessary? How will infrastructure business be helped by streamlining the local planning and approval processes and what laws need to be amended/ introduced? 12 Innovation Forum

13 Elements of an Electromobility EcoSystem Education/ PR 13 Innovation Forum

14 Ecars in the Community School Visits Company Visits Sponsorships Festivals & Exhibitions 14

15 Stakeholder Management Launches, Events & Test Drives EU Commissioner for Transport and NI Minister Minister for Enterprise Minister for Public Commuter Transport Irish EU Presidency Cars EU Environment Commissioner Minister for Transport & Tourism 15

16 Building Awareness Online: Mobile App, Blog, Youtube, Website & Facebook 16

17 Great Electric Drive Phase 1 Sep 2012 Sept Vehicles 5 imiev, Leaf, Kangoo, Smiths Edison Van Over 12,000 Applicants, 21 Drivers Selected as EV Ambassadors Ambassadors had to take part in blogs, school visits and local promotions 70 print articles Blog entries Phase 2 Feb 2014 Greater Number of Vehicles 3 Leaf, Kangoo, Fluence, Zoe, Twizzy, BMW i3, imiev, Citroen C Zero, Mitsubishi Outlander PHEV 20,000 Applicants item on main national TV news 17 Innovation Forum

18 Key Customer Issues How do EVs perform? Solve by one experience Experience is usually hugely positive What about Range Anxiety? Can be managed (not solved) by experience over a period provided some infrastructure is in place and more at least planned. Purchase price is a problem Can only be solved by reducing price or implementing financial instruments Why should I be the one to save the planet? Some will never be convinced but a lot will providing they feel their purchase wasn t a foolish mistake and they see something positive e.g. able to drive in bus lanes or even just that they are doing the right thing because the general understanding in society agrees. 18 Innovation Forum

19 Elements of an Electromobility EcoSystem Supply of EVs 19 Innovation Forum

20 dec-07 mrt-08 jun-08 sep-08 dec-08 mrt-09 jun-09 sep-09 dec-09 mrt-10 jun-10 sep-10 dec-10 mrt-11 jun-11 sep-11 dec-11 mrt-12 jun-12 sep-12 dec-12 mrt-13 jun-13 sep-13 dec-13 mrt-14 jun-14 sep-14 dec-14 mrt-15 jun Annual New & Used Car First Time Registrations Ireland New Innovation Forum Used & New

21 Irish New Car Market by Segment 2015 MPV Compact; 3,1% Jeep/ SUV P; 3,3% MPV Large; Excluded; 0,3% 0,0% Micro S; 3,6% Micro P; 0,0% Jeep/SUV S; 20,2% Mini S; 17,8% Mini P; 0,8% Sports P; 0,4% Sports S; 0,6% Luxury P; 0,2% Luxury S; 0,0% Large S; 0,0% Medium P; 2,7% Large P; 3,1% Medium S; 11,5% Small S; 30,1% Small P; 2,4% 21 Innovation Forum

22 % Average Cum Car Sales by Model Ireland 100% 80% 60% 40% Models Cum % 1 5% 5 21% 10 35% 20 54% 40 73% % 20% 0% 22 Innovation Forum

23 Initial EV Market 700k Multi Car Households Nationally 190k Main Urban Centres 250k Commuter counties 260k Rural counties 23

24 EV sales rate faster than Hybrids 24 Footer

25 US New Consumer Technology Adoption Rates 25 Footer

26 Key Issues Supply of EVs Do you know the Automotive Markets in your country Its not just one passenger car market How many car models are sold and in what segments Multi car households may be a good target but the EV needs to be their main car as they often buy the second car as a cheap used car What is the market structure. Are importers franchises or part of large Auto company. Their perspective will be different depending on which they are. Develop realistic (even if challenging) targets As always its better to under promise and over deliver than the other way round as often political interests lose interest in something that isn t delivering Auto companies have a challenge in selling EVs Dealers paid on results and it takes 2 hours to sell a conventional car and 8 hours to sell an EV Some US states have introduced sate-funded dealer incentives 26 Innovation Forum

27 Elements of an Electromobility EcoSystem Incentives 27 Innovation Forum

28 Incentives Menu (not exclusive) Once- Off Initial Purchase subsidy (new/ used import?) Tax rebates for purchase Tax (Benefit-in-Kind) relief for officials who get company car Accelerated depreciation for purchase by company Ongoing Free/ discounted parking Discount on tolls Use of Bus or HOV Lanes (Free?) Access to low emission/ congestion zones Discount on annual road/ circulation tax Discount on car insurance premium Discount on purchase loans Fast track application/ reduced price for city resident parking permit Discount on annual taxi licence 28 Innovation Forum

29 29 Innovation Forum

30 30 Innovation Forum

31 Incentive Issues Money of course helps but it isn t the whole answer If possible give a longer commitment as industry doesn t like changing its approach Real need is for an ecosystem with incentives Success needs multi faceted approach multi ministry at national and regional level and multi-industry. Key political requirement is leadership over time and coordination among all the different players 31 Innovation Forum

32 Thank You 32 Innovation Forum

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