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Electromobility program ELMOOpening the new horizons
Jarmo TuiskHead of ELMO program, KredEx
BACKGROUND Started in March 2011
Fully financed by CO2
quota sales to the
Mitsubishi Corporation
Implemented by the Ministry
of Economic Affairs and
Communications and the
Ministry of Social Affairs
Implementation agency:
KredEx
ELMOProgram overview
Advanced charging infrastructure
EV Grants
Demo & Awareness
raisingCar sharing
Competence centers
EV GRANTSHow to bring the EVs to the market?
Purchase grants
• Goal: to speed up the demand for EVs• Bring down the upfront cost of EV’s• Grant period: 2011-2014 (December)• Budget: more than 9 MEUR minimum
500EVs
Electric vehicle grants
Up to -50% from the price for full-EV
Max 18 000 EUR per car, + 1000EUR for home charger
Aug.11
Sep.11
Oct.11
Nov.11
Dec.11
Jan.12
Feb.12
Mar.12
Apr.12
May.12
Jun.12Jul.1
2
Aug.12
Sep.12
Oct.12
Nov.12
Dec.12
Jan.13
0102030405060708090
100
Applications (cumulative): number of the EVs purchased with grants
Plugin-hybrid grants
• Since November 2012• From 7%-30% grant
from upfront price• Depends on battery
capacity
4-8kWh 8-12kWh 12-16kWh 16-…kWh0%
5%
10%
15%
20%
25%
30%
35%
PrivateCommercial
Grant rates for PHEVs
Battery capacities
Applications by models
Car modelsNissan Leaf (55)Micro-vett Fiat Fiorino EV (19)Mitsubishi iMiev (8)Peugeot iOn (4)Citroen C-Zero (2)Mia L (2)Toyota Prius Plug-in Hybrid (1)
How do we achieve 100% CO2 emission free driving with the EV’s?
Renewable energy producers
Market of guarantees of origins
Producer putsGOs tothe market
EV owner calculatesthe energy consumptionof the car per year
and purchases the Guarantees of Origins
System operator (Elering) maintains the“accounts of renewable energy usage”
EV owner
No matter where you chargeit’s always 100%
renewable!
It’s the origin of the electricity that matters!
System operator
“System operator” issues guarantees of origins (GOs)corresponding tothe actualproduction of renewableenergy
1
2 3
4
5
Market development by models (EE)
2010 2011 2012 2013 2014 2014+
A
B
C
J
LDV
Nissan eNV200Reanult Kangoo ZEPeugeot Partner ElectricCitroen Berlingo Electric
Mitsubishi Outlander PHEV
Opel AmperaRenault Fluence ZE
Nissan LeafToyota Prius Plug-in HybridRenault ZoeVolkswagen Golf ElectricBMW i3
Mitsubishi iMievCitroen C-ZeroPeugeot iON
Charging optionsCHAdeMO fast charging (8)AC slow only (2)AC Mode 3 Type 2/Type 3 (2)Combo Type 2 (2)
CHARGING INFRASTRUCTUREThe unique large scale EV infrastructure project in Europe
The largest quick charging network in Europe
Quick factsProject start: June 2011Installation start: June 2012
Quick chargers working: 151Total number: 165
Operated by ABB, G4S and Now! Innovations
Infrastructure development in Europe
• AC slow charging more popular
• CHAdeMO de facto standard in DC quick charging (see picture)
DC+AC fast charger
• DC: CHAdeMO• AC 22kW
Type2/Mode3• Manufacturer: ABB• Authentication:
– RFID– SMS– Mobile app
Private operator, selected by KredEx for 5 years
Owned by KredEx
Operating modelA
sset
sS
ervi
ces
Quick chargers
Network management
system
Locations for chargers
High power grid
connections
Intellectual property
Charger control and
maintenance
Business services
Customer support
Security services
Asset management
KredEx selected private operator to run the charging network for 5 years.Operator will receive a service fee for the operation. No profit from energy sales during initial 5 years.
Business structure
KredEx
ABB Estonia
ABB Netherlands
(quick chargers)
G4S(CRM
services)
Now! (IT
platform)
Owner and manager
Main outsourcing partner
Partners
Pricing
FLEX
0 EUR
5 EUR
No limits
Combi
10 EUR
2,5 EUR
No limits
Volume
30 EUR
0 EUR
150kWh/month
1,2EUR per charge after that
Monthly fee
Pay per charge
Limits
Statistics over last 3 months
• More than 6500 charging sessions served• More than 50MWh of energy delivered to EVs• More than 120 customer accounts / many
with multiple RFID-cards• Average:
– Duration of charging session: 21 minutes– Amount of energy charged: 7kWh
Lessons learned
• Easier to start with single-operator model • Finding and negotiating charging spot
locations – very difficult process• Very difficult to change the locations after you
have build the charging spot• Quick charging network is heavily used in
Estonia• 24/7 customer support is essential
Challenge: EC proposal on charging infrastructure development
Standards• AC slow
– Type 2 connector by 2015
• DC fast– Combo Type 2 by 2017
• Good– Clear push towards harmonization
• Bad– Unrealistic deadlines– Combo is not proven technology– Distorts the market– Delays EV uptake– No guarantees for current EV
owners
Required quantities by 2020• EE - 12 000 charging spots
(1000 public chargers)• LV – 17 000 / 2000• LT – 41 000 / 4000• Good
– Clear push towards setting up the infrastructure
• Bad– Unrealistic targets– No financial mechanism
backing the requirements
DEMONSTRATION AND AWARENESS RAISING
How to disseminate EV-related information to wider audience
Demonstration fleet
507 xFOR SOCIAL WORKERS AROUND ESTONIA
Marketing plan 2012
• ELMO brand and visual identity• Outdoor• TV commercials• Social media• Online advertising• EV tour
Outdoor advertising
facebook.com/Elektriautod
EV tour
• 4 cities: Tallinn, Tartu, Pärnu, Rakvere• Daily events and demodrives with the EVs
Future plans for marketing
• Marketing campaigns for both 2013-2014• Emphasis on new EV models and benefits of
owning an EV, co-marketing options• Pro-active public relations management• Events (“EV tours”)• Training and “EV starter-kits”
CAR SHARINGDrive the EV without owning one
Strategy
Goals• Increase the usage of the
EVs• Help to overcome the main
market barriers: – uncertainty towards the EV
technology– price of the car– Residual value of the car
Scope• Limited pilot car sharing
programme• ca 30 EVs in Tallinn and
Tartu• 48 months with option to
prolong it for 24 months• Full car sharing model
The starting point
Strengths• ELMO program has wide
audience (brand awareness)• The synergy with the quick
charging infrastructure• Experience with the set up
of the quick charging infrastructure
Weaknesses• Car sharing is a new service
concept for Estonians• The range of the EV is
limited – customers are not familiar with that
Cars
Mitsubishi iMiev Nissan Leaf
8x 16x
If we receive positive feedback from the marketwe will enlarge the portfolio. We are not fixed to
those two models
Car sharing in Tallinn and TartuHotspots: DC quick chargers + parking areas
Self-service
over the mobile phone
Pick-up & Drop-off in hotspots
Rental sessions added to your monthly bill
Charging is free
Ca 6-8EUR per hour
Launch: late spring 2013
DEMOCENTERS AND R&D ACTIVITIES
Build the future for the EVs
Democenters - what they are?
• 2 centers to promote EV technology and ELMO program
• Real-life EV simulator• Chargers• Technology displays• Background information
Preview
Conclusion
• We have moved on rather fast, compared to the rest of Europe
• You need to orchestrate a lot of stakeholder to build up the full eco-system
• Industry is not the leader – it follows government initiatives and incentives
• It pays off in a longer run as the change in the transport takes very long time
