Lusayin Speaks on Panel Regarding the U.S. EV future

Lusayin’s Founder & Managing Advisor joins an expert panel hosted by Google’s Lead, Net Zero Advocacy, and PacifiCorp Consultant, Reem Yusuf, and speakers from BP Pulse, PacifiCorp, and GreenTV to discuss the current state of EV adoption. Vartan will discuss the current market conditions driving U.S. adoption, what’s holding up the industry, and how things might differ in the U.S. compared to others parts of the world including the U.K.

Register here to attend.

Description below:

As the world transitions toward cleaner energy solutions, the electrification of transport is at the forefront of innovation and sustainability efforts. This roundtable will provide a platform for thought leaders to explore the opportunities, challenges, and strategies for advancing the electrification of transportation, focusing on the nexus between electric vehicles, infrastructure, and clean energy. This roundtable will provide an examination of transportation electrification trends in the US and the UK, fostering collaboration and innovation among industry leaders and opinion formers.

Agenda Highlights:

Panel discussion - Moderated by Reem Yusuf, University of Oxford

Speaker 1: Vartan Badalian, Founder, Lusayin and Director, Center for Sustainable Energy

Speaker 2: James Campbell, Director of Innovation & Sustainability, PacifiCorp

Speaker 3: Ade Thomas, Founder, Green.TV Media

Speaker 4: Heidi Sickler, Advocacy and Utility Lead - West, BP Pulse

Report - Listen, We Get It: How the EV Industry is Alienating Customers in the U.S.

We’re excited to share a short report - Listen, We Get It: How the EV industry is alienating customers in the U.S.

Over the years, we’ve had many conversations about what the electric vehicle (EV) industry is doing well and not so well. One problem that has always risen to the top is how automakers and the industry overall have glossed over some of the realities of owning an EV and overly generalized their capabilities, alienating customers.

In this short report, we share more about the problem and offer some thoughtful solutions.

There is a lot to be excited about when it comes to EV adoption in the U.S. And, electric is the future of automotive. However, negative driver experiences result in a damaged perception and potentially slower adoption.

The Real Barriers to EV Adoption in the U.S.: Misconceptions and Ownership Challenges

While it's easy to point fingers at high costs in some cases or insufficient charging infrastructure for the slowdown in electric vehicle (EV) adoption, a deeper examination might reveal that misconceptions and post-purchase experiences are playing a critical role in shaping the trajectory of EV adoption.

Misconceptions and Misinformation:

One of the more subtle impediments to EV adoption is the misconception that consumers hold about EVs. Many potential buyers believe they have a thorough understanding of EVs, but this confidence can sometimes be misplaced and not cover the full spectrum of ownership realities.

For instance, some consumers might under/over estimate the range limitations of EVs or over/under estimate the availability of charging stations, leading to a mismatch between expectations and actual experiences or entirely prevent them from learning more about EVs to begin with. This disconnect can stem from a variety of sources:

1. incomplete marketing messages and dealer communication,
2. a lack of in-depth education, or
3. even misleading comparisons with traditional internal combustion engine (ICE) vehicles.

Ownership Experience and Its Impact:

The challenges don't stop once a consumer decides to purchase an EV. The initial excitement can quickly turn into frustration if the ownership experience doesn't align with their expectations. Many first-time EV owners find themselves navigating a learning curve that wasn't adequately addressed during the sales process.

These post-purchase pain points often stem from a lack of comprehensive onboarding and education. When these challenges are not transparently communicated, they can significantly impact the owner's overall satisfaction. This dissatisfaction doesn't just affect the individual; it has a ripple effect. Negative word-of-mouth can deter potential buyers and stall overall market momentum.

Comparing Markets: U.S. vs. Norway:

The contrast between EV adoption rates in different markets highlights these issues vividly. Norway has achieved a remarkable 94% market share for new car sales as of recent data. Norwegian consumers are generally well-informed about EVs and experience fewer hurdles in their transition to electric mobility.

In contract, the U.S. market, hovering around 10% adoption, reveals a more complex scenario. Despite advancements in technology and increased availability of EV models, the slower growth can partly be attributed to the aforementioned misconceptions and post-purchase challenges.

Moving Forward:

The U.S. shouldn't be floating around 10% EV adoption with the current state of the EV industry. It's not a perfect industry yet, but EVs are a great fit for many more consumer lifestyles in their current form. It's time we address what's holding it up head on.

California Leads the Way with Hydrogen Hub Launch! New Technologies Showcased.

Exciting news from Oakland as Governor Newsom announces California as the first state to launch one of the country’s seven hydrogen hubs! This landmark project, led by The Alliance for Renewable Clean Hydrogen Energy Systems (ARCHES), is supported by a substantial $12.6 billion agreement, including up to $1.2 billion in federal funding.

Key Highlights:

1. The event showcased cutting-edge hydrogen technology, including:

a. the world’s first hydrogen-powered passenger ferry,

b. AC Transit and SamTrans hydrogen fuel cell electric buses,

c. true Zero Hydrogen Fuel Station, which can support 200 semi trucks.

2. The hub aims to:

a. cut up to two million metric tons of carbon emissions annually,

b. create around 220,000 new jobs,

c. generate $2.95 billion in yearly health benefits, and

d. 40% of the benefits are targeted at disadvantaged communities.

What's next?

This monumental step raises an intriguing question: Is California’s hydrogen hub the beginning of a broader national adoption of clean hydrogen mobility, or is it a long-stretched out "one-time demonstration project"?

More information here