Electric vehicle market penetration in Switzerland by 2020 - Alpiq

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6.3 A multidimensional approachA multidimensional approach means that the strategyshould aim for three main goals:• to create an EV culture, i.e. present the emotional andrational knowledge and experience accumulated so farin order to break down the psychological barriers blockingacceptance of EVs/PHEVs due to their “revolutionary”perception: this involves much more than creating asimple interest;• to create favorable framework conditions; a vehiclemust insert itself within the general road transportationstructure, with its infrastructure, political guidelines(taxation) and so on. These external conditions must beplanned and implemented so as to benefit EVs;• to have high quality and emotionally appealing vehiclesthat people want to own and can afford, i. e. set up economicadvantages for EVs/PHEVs.These goals are strongly interconnected as they mutuallyinfluence each other and require diversified measures andincreased numbers of stakeholders for implementation.6.4 Implementing the strategyIn order to implement the strategy, the measures requiredfor reaching the goals must first be defined.The measures for developing an EV culture must focus on:• education• PR/communication• research• network buildingThe EV culture should not only be directed at potential customers,but at society in general. It is very important forcar dealers to maintain their specific activities, as withouttheir support the EVs/PHEVs cannot be successful.Besides the development of an “EV culture”, encouragingacademic and private research in EVs/PHEVs will have otherbeneficial effects, such as new business creation and solutionsfor building better and more attractive EVs. A networkmust be established amongst all the organizations involvedor potentially interested in EVs/PHEVs so as to create astrong EVs/PHEVs community with greater influence onsociety’s general strategic choices.26
To create favorable framework conditions, the measuresmust focus on:• Implementing a recharging infrastructure;• Establishing transport policies that favor EVs/PHEVs;• City transport planning that takes into considerationthe requirements of EVs/PHEVs regarding space andinfrastructure;• Implementing a tax system based on emissions andenergy consumption.To obtain high quality and emotionally appealing vehiclesthat people want to own and can afford to buy, themeasures must focus on:• Establishing economic advantages with respect to upfrontcosts and taxation;• Establishing economic advantages with respect to operationalcosts;• Defining technical requirements for building high qualityvehicles;• Building a specialized, multi-brand dealership networkand providing support for OEMs without a Swiss network;• Obliging public fleet operators to adopt a determinedquota of EVs/PHEVs.To develop anEV cultureEducation/researchPR/communicationNetworksStrategy goalsTo create favorableframework conditionsInfrastructureMobility advantagesDirected planningTaxationTo build affordable, reliableand attractive vehiclesTechnical requirementsEconomical advantagesPublic fleet requirementDealer networkUpfront and operating costTaxation27
Page 1: Electric vehicle market penetration
Page 4 and 5: Atel & EOS join forces to create Al
Page 6 and 7: 2. Switzerland’s energy challenge
Page 8 and 9: 3. Alpiq’s energy strategy3.1 Nee
Page 12 and 13: 4. Alpiq supports electric vehicles
Page 14 and 15: 4.3 The importance of considering t
Page 16 and 17: Chart 10: CO2 emissions for private
Page 18: Chart 13: CO2 emissions of private
Page 23 and 24: Chart 15 a: New cars according to V
Page 25: 6. Meeting Vision 20206.1 Establish
Page 29 and 30: Legislation andpolicyTechnicalBusin
Page 32: © Alpiq 2010www.alpiq.ch

Electric vehicle market penetration in Switzerland by 2020 - Alpiq

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