Electric Car Success Requires Getting Consumers Plug-In Ready

Plug-in electric vehicle (PEV) shoppers are going to have a lot of decisions to make. Beyond the traditional purchasing factors of make, model, color, and for the last few years, fuel efficiency, PEV shoppers will have to start asking, ‘How and where am I going to charge?’ and ‘What is the best electricity rate plan for me?’ The early success of PEVs in the marketplace may depend on how well automakers, state and local officials, and electric utilities educate customers with answers to these questions.

Southern California Edison (SCE) is preparing its customers with information on getting plug-in ready for two reasons. First, we believe that SCE serves several communities that are likely to contain concentrations of early purchasers of PEVs, so we’ll be among the first utilities in the country to get real-world experience.

Secondly, the widespread adoption of PEVs is an important element of any serious effort to reduce greenhouse gas emissions. Fortunately, we have a rich history of experience working with electric vehicles. SCE has been the nation’s leading utility champion of electric transportation for more than 20 years. Our Electric Vehicle Technical Center is one of only several sites in the nation recognized by the U.S. Department of Energy to evaluate PEV baseline performance, reliability, and fleet operation.

In March 2009, during his first presidential visit to Southern California, President Barack Obama toured the Center and delivered a policy address on electric transportation. SCE itself operates one of the nation’s largest private electric vehicle fleets, including almost 300 vehicles that have logged more than 18 million miles, reducing greenhouse gas emissions by more than 9,800 tons and pollutants by more than 2,200 tons.

A significant part of our PEV readiness effort is ensuring customers understand the importance of contacting us early, before they purchase a PEV, so they can understand the various decisions they’ll need to make. This is important to meet customer needs and expectations, and to plan effectively for necessary distribution system upgrades.

To make it easy for our customers considering PEVs, we’re encouraging them to take the following three steps to get plug-in ready:

1. Determine whether the particular PEV make/model requires upgrades to your home’s electrical panel and wiring. Plug-in hybrid vehicles charging at 120 volts typically do not require changes. Pure battery electric vehicles and faster, higher-voltage charging methods may require a home electrical panel upgrade in addition to a dedicated 240 volt circuit. Customers who decide on higher voltage charging need to consult with a licensed electrical contractor and allow time to obtain appropriate permits and inspections.

2. Notify us as soon as possible of the intent to purchase a PEV. Depending on the type of vehicle, the charging method, and the rate option selected, we can determine if utility service upgrades are required.

3. Contact us to review the available rate options to select the one that best suits your needs. Depending on how you use electricity, there could be significant differences among rate options.

SCE has already started informing both customers and automotive journalists by participating in this year’s ‘Green Cars/L.A. Auto Show Ride-and-Drive.’ We hosted a booth to talk to customers interested in plug-in electric vehicles and surveyed them on their preferences for charging options, rate options, and timing of their purchase. We also promoted our PEV-focused website - www.sce.com/pev - and let customers know that we’ll be posting new information as it becomes available.

One of the challenges of preparing for the arrival of PEVs is that no one yet knows how large the market will be or how fast it will grow. At SCE, we will continue to monitor industry forecasts and work with our customers and other key stakeholders to get plug-in ready.

Doug Kim is Director of Southern California Edison’s PEV Readiness Program