PSU MBA Capstone Project Examines The Adoption of Electric Vehicles In Oregon

Oregon’s reputation as an early adopter of green technologies has led several automakers and the U.S. Department of Energy to choose the state as one of the first test markets for deployment of electric vehicles and the associated infrastructure. However, significant barriers exist to the widespread adoption of plug-in electric vehicles (PEVs): PEVs are more expensive than their established competition, consumers face a relatively steep learning curve to become familiar with PEVs, and the adoption of PEVs requires consumers to change their established behaviors and habits. Yet widespread consumer adoption is crucial to the success of PEVs.

A Portland State University School of Business Administration MBA Capstone project explored the barriers and needs to develop a comprehensive education and awareness campaign.  The report, Driving Adoption of Electric Vehicles to the Early Majority, details who are the early majority PEV buyers in Oregon and identifies the barriers to and enablers for adoption for this group.  The report also describes a seven-part campaign to support PEV adoption in Oregon with three key messages. The primary messages that should be included wherever possible in a campaign are the following:

1.            Buying an electric car is more than another vehicle purchase; it is a way to join a movement for positive change.

2.            While the up-front cost of a PEV is above that of many ICE vehicles, consumers should be encouraged to consider the total cost of ownership.

3.            Current range limitations can be dealt with by planning, trip chaining, and other practices that organizations like Metro have already encouraged drivers to adopt.

The campaign to be developed will need to provide opportunities to explicitly address these messages (through promotional materials and advertising) and to implicitly address them (for example, through creating opportunities for people to observe and try PEVs). The seven elements of this campaign are as follows:

1.            Survey consumers about PEVs.

2.            Develop educational and awareness-building materials.

3.            Empower people to be PEV influencers.

4.            Create and implement a cost-effective advertising campaign.

5.            Cultivate partnerships with organizations that can help promote PEVs.

6.            Create opportunities for potential buyers to try PEVs.

7.            Promote public and private fleet adoption.

Together, the elements of this campaign address many of the challenges to widespread electric vehicle adoption in Oregon. Many other actions must be taken to enable PEV adoption in Oregon—such as building a robust infrastructure to support them. This outline of an education and awareness campaign can play an important role in the widespread adoption of PEVs in Oregon.

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