As an Environmental Sciences graduate and as a current JD/MBA student at Osgoode Hall Law School and the Schulich School of Business, I have always been fascinated by questions involving environmental law, sustainability and business. This summer, as an intern at Plug’n Drive, I was able to apply my skills and interests to the case of electric cars.
Framing & Reframing …for Good
One of lessons I learned in my management courses
was the concept of framing and re-framing business problems. Although the
status quo can be safe and profitable in the short-term, in our global economy business leaders need to re-evaluate existing strategies to prevent stagnation.
In the environmental field, this creative critical thinking
is even more valuable. After all, Einstein once said, “we
can't solve problems by using the same kind of thinking we used when we created
them.”
Global environmental problems like climate change
and air pollution are not going to go away simply by practicing business as
usual. Instead, creative thinking must overcome traditional beliefs about
society and business.
Creatively Challenging EV Design
Electric cars are the prime example of this creativity
at work. Invented in the early 19th century, hurdles such as battery
size and car range, put the potential of the electric car on hold for over a
century.
Now, innovators are breathing a new life into
electric cars, by overcoming those same barriers that were once taken for
granted. Most notably, Elon Musk has fundamentally changed the way we conceive
of electric cars by establishing Tesla Motors.
Building customized electric cars that can go over 500 km on a single
charge, Musk also changed the perception of electric cars from ‘dinky’
golf-carts to stunning and robust sports cars. Other automakers have also
ushered in change, expanding EV options to suit different consumer preferences
and lifestyles.
Making EVs the New Normal
Apart from the improvements to the design and
functioning of the new-wave EVs, EV sales and marketing is also undergoing
rapid change. While early electric and hybrid advertising focused on the
distinctive environmental benefits of the cars, marketers are coming around to
the fact that many consumers are not willing to spend more, or make performance
trade-offs for more sustainable products. One of my business professors,
Garrick Ng, once said that the main task of sustainable business is “to make
green products seem normal instead
of making normal products green”.
Several automotive companies are taking this wisdom
to heart. In the spring, the Nissan Leaf campaign focused on the EV’s potential
to save consumers money rather than saving the planet. Likewise, Chevrolet’s
campaigns have focused on portraying Volt drivers as America’s “everyman”.
Humour can also be a powerful tool to challenge
pre-conceptions that EV owners are ‘crunchy granola hippies’ (although in all
honesty I don’t see what’s so bad about granola). The Fiat 500e’s hilarious “environmentally
sexy” commercials demonstrate the appeal and fun of driving an EV. (See: http://bit.ly/12bk3gM). The engaging ads overcome
social stigmas and beg the question, if driving an electric car is more fun,
easier and cheaper than driving a gas-guzzler, why wouldn’t you choose an EV?
The environmental benefits are simply the icing on the cake!
Overcoming the ‘Chicken and the Egg’ Debate - Creativity in Public
Charging Infrastructure
Plug’n Drive tries to bring these innovations in EV
technology and marketing to the forefront through our education and outreach
efforts. However, Plug’n Drive has become an innovator in its own right with
the unveiling of an open network of electric vehicle charging stations, Charge My Car on the Road.
Previously, electric cars faced the age-old ‘chicken
and the egg’ problem. Although most people charge their EVs at home (and will
continue to do so as it is an inexpensive and easy option), several studies out
of California and Europe have found that for EVs to reach a wider consumer
base, Electric Vehicle Supply Equipment (EVSE’s) must be available in the
community. Essentially, until people see electric charging options at their
grocery stores, their favourite coffee shop or in their work parking lot, they
won’t consider the cars. On the flip side, businesses and organizations,
although interested in purchasing chargers, did not want to install new devices
until they received a critical mass of requests.
To overcome this chicken and egg dilemma, Charge My Car on the Road makes commercial
EV chargers widely available. As the lowest priced smart charger on the market
and with an open network and Smartphone user access, EV drivers can easily
find, pay for and use public chargers across Canada. With more businesses
requesting the charging stations every day, Plug’n Drive is gradually
overcoming this critical barrier.
Final Thoughts
Electric cars have a come a long way. However, we
can’t rest on our laurels; the stakes are simply too high. We must continue to
push the envelope on EV design, marketing and infrastructure. After all,
creativity isn’t just for art class anymore - it’s critical to global business
and to overcoming the world’s most pressing environmental problems.
