Colorado Releases Electric Vehicle Education and Awareness Roadmap

DENVER – Tuesday, August 4, 2020 – The Colorado Energy Office, Regional Air Quality Council and Colorado Department of Transportation today released the Colorado Electric Vehicle (EV) Education and Awareness Roadmap (executive summary available here). Completed by E Source, the roadmap includes a review of nationwide EV market studies covering consumer awareness and barriers to electric transportation, more than 20 in-depth interviews with EV leaders, and a survey of 2,000 Coloradans to gauge knowledge of EVs. The roadmap identifies the types of information consumers need before making an EV purchase and will help Colorado meet its goal of 940,000 EVs on the road by 2030, a foundational element of the state’s Colorado Electric Vehicle Plan 2020. 

Three key insights emerged from the EV market research: 

1. Misconceptions and lack of information persist about upfront cost and charging barriers. - 67% of respondents expressed concerns about running out of charge before reaching their destination even though 80% of people drive their primary vehicle 30 miles or less per day and most EVs can travel more than 100 miles on a charge—and many can travel in excess of 200 or 300 miles.
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   1. Only 45% indicated they were aware of the $7,500 federal tax credit and only 22% were aware of the $4,000 Colorado tax credit for EVs.
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2. We need to dramatically change the discussion in Colorado about EV charging. 
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   1. 54% of respondents did not know that one can charge an EV at home by plugging into a standard three-prong wall outlet.
   2. There is a huge opportunity for a broad-based educational campaign around the simplicity and ease of charging at home.
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3. A majority of people in Colorado are open to purchasing an EV this decade. 
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   1. 29% of non-EV owners stated they plan to purchase an EV in the next 3 years and 34% noted plans to purchase within 4 to 10 years. 
   2. Education opportunities can help reduce perceived barriers and move this majority to purchase an EV. 

Research findings summarized a roadmap that includes recommendations to develop a broad campaign to raise awareness about EVs, a targeted campaign for those who have expressed interest in the possibility of purchasing an EV for their next car in the next two to three years, and a centralized go-to resource for all things EV in Colorado. The Colorado Energy Office, Regional Air Quality Council and Colorado Department of Transportation will be collaborating with partners to implement these strategies over the coming months.

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