Innovation and EVs - Creative Critical Thinking for Business Success & Environmental Stewardship

A guest blog from Plug'n Drive Intern: Liane Langstaff

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 19^th 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.

Driving with electricity is much like sailing with the wind.

When it comes to thinking about EVs, I always go back to the sailing analogy. Obviously, sailboats and EVs are both quiet and they both harness natural energy. But another thing that strikes me is the similarity between the journeys. A powerboat is all about A to B, as fast as you can. You can't hear the birds, you don't see the fish and the shoreline whips by in a blur. You care not for your impact on the land or water because you're only on any one part of it for a fleeting second.  The same is true for gas powered cars.

In a sailboat the opposite is true. You care about where the wind comes from, you watch the birds, look over the rail and see the fish below, pay attention to the geography (with charts) so you don't run into anything.

Your journey in an EV is different than in a gas car, true.  But I argue, certainly a richer experience. Your stop to charge allows you to see and maybe spend time in a place you would have whizzed by. You could plan to enjoy a relaxing meal out together with your significant other while stopping for an opportunity charge. You would pay more attention to the local terrain (uphill, or downhill with regen). You probably consulted a map to locate charging stations on your route thus familiarizing yourself with the geography.  And you blazed a path for others to follow with your EV so they too know how easy it can be to drive electric. How great is that!? In a gas car it would have been A - B, no joy in the journey, just another tank of dino-juice up in smoke.

To take the sailing analogy one more nautical mile, when I drive in an EV I feel like an early sailing explorer. Descarte, Cortez, Columbus, pointing their ships into uncharted waters, searching for new lands and riches, yes, but also new knowledge.

I feel our journey in an EV is about new knowledge.  Knowledge that could help mankind live on the earth in harmony with nature. Not as her predator, but as part of her plan. I think you could share that feeling of discovery by driving an EV.  We at Plug'n Drive look forward to hearing more about your journey through uncharted waters in your EV.  You could do that by commenting on our blog, posting on our Facebook or Tweeting us.  Fair weather!

Ron Groves is Manager of Education and Outreach at Plug'n Drive
ron@plugndrive.ca

The Case for a National EV Charging Network

When we first started out with our goal of accelerating the adoption of EVs in Canada, the task seemed somewhat daunting. There were only three battery-powered vehicle models available, if you could find one at all (many dealers didn't carry them). Most people had never even heard of an electric vehicle, let alone sat behind the wheel. At Plug'n Drive, we believe that Canadians need more opportunities to learn about the benefits of these new cars and kick the tires. After hosting more than 150 events in Ontario—and witnessing the incentives, growing awareness of benefits, rising gas prices, and climate change concerns that are spurring interest—we are more convinced than ever that we are approaching a tipping point.

There are now more than 180,000 EVs on the road worldwide, including more than 3,000 in Canada. The United States recently passed a milestone with 100,000 EVs now on the road. The all-electric Nissan LEAF is the top selling car in Norway and the Tesla is the Motor Trend car of the year, also earning Consumer Reports’ highest rating ever. (The latter publication said the Telsa deserves top honors not because it is an electric but in spite of it!) More makes and models are rolling into Canadian showrooms, including the frisky Chevy Spark. 

Canada has every reason to be a leader in EV adoption. Power grids in British Columbia, Manitoba, and Quebec are predominantly hydroelectric—making for very clean “fuel.” Ontario will kick coal off the grid forever later this year, in lieu of nuclear, hydro, natural gas and an increasing share of renewables. Depending where you live, the EV you buy today will likely run even cleaner tomorrow. But then there’s “range anxiety.” The idea of running out of juice beyond reach of a charging cable scares off many would-be EV drivers. Even though the majority of plug-in owners today charge up at home overnight, for many this presents a serious psychological barrier. 

Enter the opportunity and imperative of well-planned public-charging infrastructure. Canada needs a national charging network that links all public chargers together, from coast to coast—and that drivers could access at any time via smartphone or web browser. The network would tell drivers where the closest charger is, as well as its availability and cost. Such a system would be convenient, and would also enable electrical utilities to anticipate and plan for capacity crunches. This is not an unachievable dream—it is already beginning in Quebec, B.C., Ontario and New Brunswick.   

This is a critical time for the evolution of our surface transportation. Awareness of EVs and their environmental and economic benefits is increasing, our electricity systems are getting cleaner, and every major auto manufacturer either offers an EV or is about to. Infrastructure is expanding, but we don't want to end up with 10 different EV networks—each with their own card or separate maps.  We have the opportunity to significantly reduce greenhouse gas emissions (by up to 90%) from transportation and at the same time help consumers save money on fuel (as much as $2000/year) if we figure out how to remove barriers to adoption.  If we create one easy to use network, we all win.


By the way, if you're in Toronto on Thursday, July 18th, be sure to come to Yonge-Dundas Square for Plug’n Drive’s second annual EV Day, where every make and model of EV will be on display and available for test drive.


-Cara

Cara Clairman is the President and CEO of Plug'n Drive.

Why aren't electric vehicles making record sales?

A blog from Plug'n Drive's Manager of Education and Outreach, Ron Groves. Despite the fact that electric cars are doing much better than the Prius did when it first came out, the media love to harp on "dismal" electric vehicle sales. There are lots of guesses as to why this is, but no real answers. So, why aren't electric vehicles making record sales?

Is it the money? Yesterday, we learned that there are 118,000 millionaires in Toronto alone. Not to mention that after five years of driving, your electric car saves you $2,000 and $3,000 a year. Everyone can afford them.


Is it the range? Statistics Canada has learned that most drivers travel less than 60 km a day 95 per cent of the time. You want to go on a long trip? Take some of the money you're saving not pumping gas into your car to rent a Mustang convertible for the weekend. An electric car will more than get you to and from work every day. 


Is it the time it takes to charge? Think about where your car spends most of its time... the mall, the grocery store, the hockey arena? No, it's your driveway or a parking lot! Plug in when you get home, and by next morning, it's fully charged. Who cares how long it takes to charge, you were sleeping.


Is it the batteries? You're not driving a flashlight. Electric car batteries are durable and reliable. You will never have to replace them. They won't just turn into a brick when the warranty runs out. Will they hold as much of a charge 10 years later? No, probably not, but after 10 years your gas engine ain't ticking the way it used to either.


No, it's not any of those things preventing people from buying electric cars, it's an unwillingness to act. I've heard all the excuses, and what it boils down to is a bunch of excuses to do nothing. Get out to a dealer and take an EV or plug in hybrid for a test drive. No more excuses, it's time to act or Mother Nature will act for us. 

Talking 'bout My Generation

A guest blog from Plug'n Drive intern, Jessica Turchet

As an intern at Plug ‘n Drive I have spent a fair bit of time volunteering at events. Each event is unique and ranges from the car enthusiasts at the Auto Show to curious shoppers at the International Home Show. For March break I was at the Science Centre. As a student and member of the millennial generation that is supposed to be the change happen and save the world, speaking to children and involved parents at the Science Centre had a huge impact on me.

I am an avid believer, (and a preacher at times), in educating the world’s youth on pressing matters, whether it’s environmental issues such as climate change or global endemics like hunger and water shortages. In my opinion, change is moving slowly. A significant reason for this is a lack of knowledge. If people are not proactive, they'll never learn more than what is . A mindset shift needs to happen in order for humans to progress in an environmentally sustainable way and I think the only place to start is with our children.

Kids are curious. They ask questions. But at the same time, they are simple. The concept of an electric vehicle is also simple: a car that plugs in, charges and then runs on a battery. Some already knew what an electric vehicle and was almost offended when I tried explaining it (I guess I got a taste of my own medicine at 9-years old), but those who were not aware were amazed and more often than not I heard the statement, “I’m totally buying an electric car when I’m older!” Now, it may seem naïve to put faith into these children who were equally as excited when their hair stood on all ends while touching the static ball but regardless they were learning and, more importantly, engaged.

The one barrier to this solution of mine: most kids are not going to actively seek information on a topic like electric cars, unless pizza and ice cream are included and in abundance. So whom do we turn to? The parents. The education system. The people that the youth turn to for answers. One father at the Science Centre brought his 12-year old son with the hopes of someday passing on his values of the environment. He prays that his values and outlook on life will make a lasting expression on his son and when the time comes that he can no longer voice his thoughts and concerns, his son will continue to live in a sustainable way and teach the same message to his own children.

After my visit to the Science Centre, I was truly inspired. Inspired by the kids who were showing an interest in the future of this planet. Inspired by the millions of questions I answered in one afternoon. Inspired by the parents who have acknowledged a concern for the future of their children and future grandchildren, simply by taking the time to open their child’s eyes to an alternative way of thinking. 

The Big Question: Plug-In Hybrid or Pure Electric

As my friends and I toured around the North American International Auto Show last week in Detroit this question kept popping into my head.  Regular hybrids have been on the market about 13 years now, ever since Toyota introduced the Prius.  The government (aka, you and me) is legislating the heck out of the manufacturers to bring down their corporate average fuel economy (CAFÉ) or else they won't be allowed to sell any product in the marketplace.  What better way to increase fuel economy than to not use gasoline at all.  That is the argument behind pure battery electric powered cars.  But it is a huge leap of faith for much of the population to jump from a gas powered car with 600 kilometers range and a gas station on every corner to 150 kilometers range and charging at home.

Volkswagen Cross Coupe - Diesel Electric Hybrid

So the plug in hybrid electric car makes sense for all those trying to do their part for the environment, without sacrificing utility.  Most of the plug-in hybrids will travel 20 to 60 kilometers on their high tech lithium ion batteries, but if the driver has to go further than this, either on their commute or for a special trip the car will run on gasoline for as long as you keep filling it up.

The Detroit show had a large selection of plug-in hybrids on display. The new Cadillac ELR moves the Chevy Volt into the luxury category.  The gold standard of mid size cars, the Honda Accord, is now available in a plug in hybrid version. Volkswagen, known for bringing diesels to North America, showed its prototype diesel electric hybrid Cross Coupe.

Of course you pay a premium for these plug in hybrids because you have added an electric motor, batteries, controller unit, on-board charger etc. to the existing gasoline engine drive train. There are government incentives available that help minimize the financial leap for early adopters.  One story I read yesterday demonstrated that with government incentives, the plug in Honda Accord was actually cheaper than the regular gas powered version, depending on trim level.  So as always when choosing a car it pays to do the math for the total cost of ownership, and not just compare their MSRP’s.

There is no doubt the world must wean itself off fossil fuel.  And if you have $100K large to spend on a luxurious electric car like the Tesla S, you will never buy a drop of gas again.  But until we have inexpensive, mainstream, pure battery powered cars capable of greater distances, maybe the plug in hybrid is the bridge technology many of us have been waiting for.

A blog by Ron Groves, Manager of education and Outreach.

To Support Sustainable Transportation You Need to Actually Support It

A funny thing happened to me on the way to the GO station today. A couple of weeks ago I noticed that there were signs in the parkade indicating that there will be two future EV parking spots with Level 2 chargers to boot. Looking closer, I noticed a weather protected 110V outlet installed just off the box that, I assume, will later be for the Level 2 chargers. I made a mental note to stop by with my trusty electrical circuit tester to determine if, indeed, the sockets were live.

Today, I did just that and... guess what? Nothing! No Power! How disappointing and futile. Nonetheless, I figured there's no need to get down, maybe there were other sockets in the garage that were live. I drove around the parkade and found two 110V outlets on EACH floor. My trusty circuit tester revealed that these sockets were indeed live. It's strange to me that the random 110V plugs scattered throughout the parkade were live, but the designated EV parking space plugs were dead. I wasn't going to argue because anyone with an EV can plug-in to any of the 110V plugs for free.

If every 110V socket was used to trickle charge an EV all day, it wouldn't really amount to much expense to GO. The money they must pay to electrically heat those stair wells, (not complaining, it is wonderful on a cold day), must be immense and would hardly compare to 8 odd EVs charging, but I have to say to GO… "LET'S GO!" You have spent good money to get the power to those special designated EV parking spots. Just because the 220V Level 2 chargers are not in place, why not get a little PR, turn on the 110V power, and let the world know you support sustainable transportation...

A blog by
Ron Groves, Plug'n Drive
Manager of Education and Outreach