Capturing the Next Wave of EV Consumers | Palo Alto, CA

Range and price will ultimately determine mass Electric Vehicle (EV) adoption. As the first 10,000 EVs trickled into the US market, AGRION held discussions on Advanced Charging Stations, talked with fleet managers about incorporating EV’s and Hybrids vehicles into corporate fleets, discussed Software Applications for the Connected EV and emerging Smart Cities throughout the world: Now it’s time to dive into the EV consumer’s mindset. Join AGRION as we question Ethan, the iconic/fictional “early adopter”: an architect with 100K+ income, owner of a single family house in a suburban setting with a primary vehicle parked in his garage.

As OEM sales teams, CMOs, and the leading media agencies take square aim at multi-billion dollar auto markets and roll out the next wave of Electric Vehicle (EV) innovations, we’ll discuss strategies for customer acquisition, partnerships & innovative services. The architects of the EV Lifestyle will explore a new space where consumers, live, play and work with EVs. A look at the current typology of EV consumers and the different strategies used to approach the early adopters will serve as a roadmap in creating this profound mutation of the automobile industry. Nissan Leaf’s “What if Everything Ran on Gas?” and Chevy Volt’s “More Car than Electric” campaigns are attempts to engage the mainstream consumer and sell the EV concept. In this meeting, we will be speaking with the people behind these marketing campaigns and the players within the EV community to discuss what drives the EV consumer, and what is in the pipeline to encourage widespread adoption.

8:00am: Networking Breakfast
8:30am: Panel Discussion

Typology and Demographics of EV consumers
The early adopter: what drives the EV consumer to purchase an EV?
Early adopters vs. the mainstream
Influence of peers in the diffusion of EVs
Social Learning & Image Motivation
Marketing Strategies and Communication Campaigns for Leading EV Manufacturers
Addressing a complex marketplace that relies on multiple media channels
Opportunities in communicating with the prospective EV consumer
Online and social media campaigns: Case Study – Nissan Leaf
Why aren’t traditional automobile campaigns effective?
New Services and Strategic Alliances in the Private Sector for Widespread Adoption
Managing third party service providers
Strategic partnerships for widespread adoption
Retail opportunities for capturing high income consumers
10:00am: Networking
10:30am: End of Meeting

Speaker:
Nissan North America, Brendan Jones, Director, Nissan LEAF Marketing & Sales Strategy
Better Place, Ann Bordetsky, Head of North American Strategy

Moderator:
Pricewaterhouse Coopers, Partner, Steve Sullins