Year Two Final Report

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1 Year Two Final Report (May 2015 June 2016) Submitted to Massachusetts Department of Energy Resources Prepared by Center for Sustainable Energy October 2016

2 Submitted by the Center for Sustainable Energy Headquarters 9325 Sky Park Court, Suite 100 San Diego, CA energycenter.org Office Locations San Diego, CA Los Angeles, CA Oakland, CA Boston, MA

3 Table of Contents Program Overview... 3 Program Update... 9 Changes to Rebate Amounts Based on MSRP... 9 New Eligible Vehicles Outreach and Education...13 Consumer Outreach Events...13 Social and Traditional Media Dealer Outreach...16 Future Outreach...17 Operations...19 Rebate Processing Quality Assurance and Control Efficiency Improvements Appeals...20 Canceled Rebates...21 Program Participation...23 Participation by Vehicle Model Participation by Manufacturer Participation by Vehicle Type Participation by Geography Survey Results & Analysis Methodology...29 Survey Results...30 Massachusetts Zero-Emission Vehicle Drivers MOR-EV Impact Rebate Availability Purchase and Lease Motivation Valued Dealership Services Workplace Charging Availability Utility Time-of-Use Rate Availability Conclusion...45 Appendix 1: Program Website Interactive Data Tools Appendix 2: Year Two Final Report Data Appendix 3: Program Participation by City MOR-EV: Year Two Final Report 1

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5 Program Overview The program promotes the production and use of zero-emission vehicles (ZEVs) by offering consumers rebates of up to $2,500 and increasing consumer and dealer awareness of battery electric, plug-in hybrid electric and fuel cell electric vehicles. The Massachusetts Offers Rebates for Electric Vehicles (MOR- EV) program is funded by the Executive Office of Energy and Environmental Affairs (EEA) and Department of Energy Resources (DOER) 1 and is administered by the Center for Sustainable Energy (CSE). The program promotes the production and use of zeroemission vehicles (ZEVs) by offering consumers rebates of up to $2,500 and increasing consumer and dealer awareness of battery electric, plug-in hybrid electric and fuel cell electric vehicles. 2 MOR- EV launched in June 2014 in support of the state s goals to reach 300,000 ZEVs on the roads by The program is designed to accelerate deployment of ZEVs in the Commonwealth by incentivizing residents to purchase or lease vehicles that will help: Protect public health and air quality by reducing transportationrelated air pollution that contributes to the formation of smog and related health effects such as asthma and heart attacks Reduce greenhouse gas (GHG) emissions that contribute to climate change Enhance energy diversity and security Save drivers money Promote economic growth The MOR-EV website and rebate application provide project terms and conditions, including eligibility requirements. These requirements and other program guidelines are updated at minimum annually in the MOR-EV Implementation Manual. All project documents are available on the MOR-EV website (mor-ev.org). 1 The agencies authorized use of Regional Greenhouse Gas Initiative (RGGI) auction proceeds to fund MOR-EV for year two. 2 For the purposes of the program, ZEVs encompass multiple vehicle types including battery electric vehicles, fuel cell electric vehicles, plug-in hybrid electric vehicles and zero-emission motorcycles. Electric vehicle (EV) and ZEV are used interchangeably in this report. MOR-EV: Year Two Final Report 3

6 The program provides consumer rebates of varying levels for five different vehicle types: all-electric battery electric vehicles (BEVs), fuel cell electric vehicles (FCEVs), all-electric zero-emission motorcycles (ZEMs) and two categories of plug-in hybrid electric vehicles (PHEVs) based on the vehicle s battery capacity. Table 1 outlines vehicle type details and associated rebate levels. 3 Table 1. Vehicle Type Definitions and Rebate Amounts Vehicle Types Definition Energy Source Rebate Amount* BEV Battery Electric Vehicle Electricity $1,000 - $2,500 FCEV Fuel Cell Electric Vehicle Hydrogen fuel cell $1,000 - $2,500 PHEV+ Plug-in Hybrid Electric Vehicle with battery capacity 10kWh Electricity and gasoline $1,000 - $2,500 PHEV Plug-in Hybrid Electric Vehicle with battery capacity < 10kWh Electricity and gasoline $1,000 - $2,500 ZEM Zero-Emission Motorcycle Electricity $750 * The lower dollar amount is for vehicles with a base MSRP greater than or equal to $60, The program website, lists all eligible vehicle models by vehicle type. 4 Center for Sustainable Energy

7 From the launch date, the program reserved rebates for 2,242 new ZEVs, totaling $4,990,750. From the program launch date, June 18, 2014, through June 30, 2016, the program reserved rebates for 2,242 new ZEVs, totaling $4,990,750. Figure 1 displays rebates by vehicle type for each program year as well as the cumulative program total. Figure 1. Total Program Year Rebates by Vehicle Type 100% 90% 80% 70% 60% 50% % 30% ,391 20% 10% 0% Year 1 Year 2 Total BEV PHEV PHEV+ ZEM MOR-EV: Year Two Final Report 5

8 Rebates have been issued for twenty-seven different vehicle models that are eligible for a rebate. Over 90 percent of rebates have been distributed to eight vehicle models. The percent of rebates reserved by vehicle model through program year two is displayed in Figure 2. The majority of rebated vehicles are BEVs (62 percent), and the most rebated vehicle is the Tesla Model S with 560 rebates. Figure 2: Percent of Rebates by Vehicle Model through Program Year 2 5.0% 5.0% 5.7% 6.0% 7.2% 2.8% 15.7% 25.0% 20.5% Tesla Model S Chevrolet Volt Nissan LEAF Ford Fusion Energi Ford C-MAX Energi smart electric fortwo BMW i3 and i3 REx Volkswagen e-golf Tesla Model X Mercedes-Benz B-Class Ford Focus Electric Cadillac ELR BMW X5 xdrive40e Toyota Prius Plug-in Hybrid Audi A3 e-tron BMW i8 Hyundai Sonata Plug-in Hybrid Porsche Cayenne S E-Hybrid Volvo XC90 T8 Mitsubishi i-miev Honda Fit EV Porsche Panamera S E-Hybrid Zero DS Zero S Zero FX Zero SR Zero XU Program data is available via an interactive dashboard and mapping tools on the program website (mor-ev.org/program-statistics). This data supports program transparency and informs zero-emission vehicle market stakeholders. Estimated cumulative GHG emissions reduction totals are provided on the website to track program impact. The program has reduced GHG emissions by 6,285 short tons in the first two program years. Figure 3 displays GHG emissions reductions by vehicle type for each program year as well as the cumulative GHG emissions reduction total. 4 Examples of the program statistics webpage, rebate distribution maps and GHG reductions tool are in Appendix 1. 4 Calculated as the difference in annual emissions for a BEV, PHEV+ or PHEV versus emissions from a typical internal combustion gasoline vehicle. A complete list of assumptions can be found on the GHG Reductions tab of the MOR-EV Statistics Webpage ( GHG emissions reduction calculations do not include estimates for ZEMs. 6 Center for Sustainable Energy

9 Figure 3. Total GHG Emissions Reductions by Vehicle Type 7,000 6,000 1,500 GHG emissions reductions (short tons) 5,000 4,000 3,000 2, ,173 2,571 1,000 1,602 0 Year 1 Year 2 Total BEV PHEV PHEV+ The MOR-EV program issued and reserved 1,422 rebates in year two, totaling $3,057,750. This report summarizes activity and data from the program s second year, which spanned May 2015 through June The MOR-EV program issued and reserved 1,422 rebates in year two, totaling $3,057,750. GHG emissions were reduced by 3,961 short tons as a result. The majority of rebated vehicles in year two are BEVs (60 percent), and the Tesla Model S accounted for almost 30 percent of total rebates. Statistics for rebated vehicles in year two are in Appendix 2. MOR-EV: Year Two Final Report 7

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11 Program Update MOR-EV experienced several changes during program year two. This section presents information on the most significant changes. Changes to Rebate Amounts Based on MSRP New rebate amounts of $1,000, which went into effect on February 29, 2016, apply to battery electric vehicles, fuel cell electric vehicles and plug-in hybrid electric vehicles with a base MSRP greater than or equal to $60,000. The Department of Energy Resources chose to reduce the rebate amount for eligible vehicles above a set manufacturer s suggested retail price (MSRP). The new criteria, which went into effect on February 29, 2016, apply to battery electric vehicles, fuel cell electric vehicles and plug-in hybrid electric vehicles with a base MSRP greater than or equal to $60,000. These vehicles now receive a rebate of $1,000 rather than the previous rebate amounts of $1,500 or $2,500. Table 2 lists the affected vehicles and the change in their rebate amount. Table 2. Affected Vehicles and Change in Rebate Amount Affected Vehicles Initial Rebate Amount New Rebate Amount BMW i8 $1,500 $1,000 BMW X5 XDrive40e $1,500 $1,000 Cadillac ELR $2,500 $1,000 Porsche 918 Spyder $1,500 $1,000 Porsche Cayenne S E-Hybrid $2,500 $1,000 Porsche Panamera S E-Hybrid $1,500 $1,000 Tesla Model S $2,500 $1,000 Tesla Model X $2,500 $1,000 Volvo XC90 T8 $1,500 $1,000 MOR-EV: Year Two Final Report 9

12 For applicants who ordered their vehicle before but took delivery after the effective date, DOER provided an option for them to be eligible for the previous rebate amounts of $1,500 or $2,500. To exercise this option, applicants had to meet the following criteria: Submit a rebate application prior to July 1, 2016 Provide documentation of a deposit on an eligible vehicle dated prior to March 1, 2016 Register the eligible vehicle in the name of the person who placed the deposit prior to July 1, 2016 Of the 186 applications that were reviewed to determine eligibility, 92 met the criteria and were approved for the previous rebate amounts. The remaining applications did not meet the criteria and were subject to the reduced rebate. 10 Center for Sustainable Energy

13 New Eligible Vehicles The increase in eligible vehicles and wider variety of ZEVs available in Massachusetts should continue to attract new ZEV owners. MOR-EV added eight new vehicle models to the eligible vehicles list in year two of the program. The increase in eligible vehicles and wider variety of ZEVs available in Massachusetts should continue to attract new ZEV owners. Notably, Audi, Kia and Volvo each released their first vehicle eligible for MOR-EV during year two. Table 3 presents the new vehicle models and the calendar year they were added to the program. Table 3. New Vehicle Models and Year Added New Models Calendar Year Added Audi A3 e-tron 2016 BMW X5 xdrive40e 2015 Hyundai Sonata Plug-in Hybrid 2016 Kia Soul EV 2016 Tesla Model X 2016 Toyota Mirai 2016 Victory Empulse TT 2016 Volvo XC90 T MOR-EV: Year Two Final Report 11

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15 Outreach and Education Targeted marketing of the MOR-EV program to consumers and dealers is critical to its success. Building and reinforcing knowledge of MOR-EV s existence, availability and guidelines is the goal of MOR-EV outreach. Consumer Outreach In program year two, MOR-EV outreach staff participated in 16 consumer events with more than 1,100 programspecific interactions. Consumer education is an integral part of increasing ZEV awareness and adoption. Community events have served as the primary platform for outreach with staff providing consumers with direct information on MOR-EV and basic ZEV knowledge. During a two-month trial period, social and traditional media activity also contributed to successful outreach efforts. Events Participation at consumer events has successfully increased program exposure and availability of information about ZEV adoption. In program year two, MOR-EV outreach staff participated in 16 consumer events with more than 1,100 program-specific interactions. The number of program-specific interactions doubled from year one, due to an increase in total events attended and availability of ZEV-specific events. MOR-EV staff counted materials distributed and person-to-person interactions to measure programspecific interactions. Consumers continue to be particularly attracted to the poster display depicting program-eligible vehicles and associated rebate amounts. In year one, outreach staff noticed increased consumer interactions at events involving on-site eligible vehicles. As a result, program staff prioritized attending events in year two that featured ZEVs on display and available for test drives. When possible, staff supported event organizers in facilitating test drives because the experience increases consumer interactions and serves as a major draw for event attendance. In program year two, MOR-EV staff participated in three successful ZEV event series: The MASS DRIVE CLEAN (MDC) campaign (massdriveclean.org) is the statewide ZEV ride-and-drive effort aimed at providing test drive opportunities across Massachusetts. All MDC events MOR-EV: Year Two Final Report 13

16 feature ZEV vehicles on display and available for test drives, which not only engages consumers with ZEVs but also with program staff. MOR-EV staff have participated in these events since the campaign launched in June National Drive Electric Week (NDEW) is a week-long celebration of events focused solely on plug-in electric vehicles. Events are hosted nationwide to raise ZEV awareness and promote adoption. MOR-EV staff have participated in annual NDEW events since Turbine Tours from Mass Energy combine multiple energy topics, including wind energy, solar energy and electric vehicles, giving attendees a big picture view of the nexus of renewable energy technologies. Turbine Tour events are heavily attended by consumers who are already interested in sustainability, which creates impactful learning experiences and discussions. MOR-EV staff participated in these events for the first time during program year two. A complete list of consumer events, dates, descriptions and associated MOR-EV interactions and leads (characterized by the number of incentive flyers distributed) for program year two are shown in Table 4. Table 4. Consumer Outreach Events Event Event Date(s) Description Turbine Tour - Berkshire East August 9, 2015 GreenFest August 21-23, 2015 Mass Drive Clean (MDC) - UMass Lowell National Drive Electric Week (NDEW) - Legislative Ride & Drive at State House NDEW - Worcester Polytechnic Institute September 15, 2015 September 17, 2015 September 17, 2015 Collaborative event with Mass Energy featuring static display vehicles and a tour of a local wind turbine Community environmental festival featuring static display vehicles, test drives and sustainability-focused events and vendors Campus sustainability event featured ZEV test drives, static display vehicles and energy-related vendors ZEV promotion event to raise ZEV awareness and offer test drives to state officials and policy influencers ZEV-specific event showcasing 30+ privately owned ZEVs with ZEV owners sharing their experiences MOR-EV Interactions & Leads 25 people 70 people 70 people 50 people 60 people 14 Center for Sustainable Energy

17 NDEW - Natick Farmer s Market ZEV Event September 19, 2015 Farmers market event involving ZEV test drives and static display vehicles 40 people NDEW - Larz Anderson Auto Museum September 19, 2015 ZEV-specific event featuring 35 on-site ZEVs and energyrelated vendors 60 people Turbine Tour - Lynn September 26, 2015 Turbine Tour - Medford Harvest Your Energy Festival October 3, 2015 AltWheels Fleet Day October 7, 2015 MDC - Raytheon October 13, 2015 MDC - National Grid Energy Efficiency Summit October 15, 2015 MDC - Newton Harvest Fair October 18, 2015 Collaborative event with Mass Energy featuring ZEV test drives and a tour of a local wind turbine Collaborative communitybased event with Mass Energy featuring ZEV static display and a tour of a local wind turbine Collaborative event with Mass. Clean Cities targeting fleet managers and consumers and featuring test drives and static display vehicles Employee ride-and-drive event featuring ZEV test drives, static display vehicles and environmental vendors Large energy-focused event featuring ZEV test drives, breakout sessions and energy-related vendors Community fair featuring a ZEV showcase with 50 ZEV test drives and static display vehicles 30 people 50 people 40 people 50 people 100 people 140 people Worcester State University Sustainability Food Fair October 22, 2015 Campus sustainability event including 20 ZEV test drives and static display vehicles 65 people New England International Auto Show January 14-18, 2016 Collaborative event with Mass. Clean Cities and Mass. Chapter of the Sierra Club targeting consumers and eligible OEMs with multiple ZEVs on display and available for test drive 280 people Ford Fleet Preview March 24, 2016 Ford 2017 model year fleet preview featuring static display vehicles and automotive vendors 15 people MOR-EV: Year Two Final Report 15

18 Social and Traditional Media In year two, program staff and partners initiated promoting MOR- EV on social media and in newspaper articles, expanding program awareness to reach a wider audience. Program partners used their active social media networks to reach more than 22,000 Facebook and Twitter users in September and October This sharing of social media posts increased online viewership and exposure of MOR-EV program content, consumer events and basic ZEV information. Due to other outreach priorities, staff and program partners did not continue social media activity after the two- month trial period. Increased social media outreach is recommended in future program years to grow program awareness. Table 5 displays Facebook and Twitter posts, shares and viewership totals. Table 5. Consumer Outreach via Facebook and Twitter Facebook Twitter Number of Posts Number of Shares/Reposts/ Engagements Total Number of People Reached/Impressions ,091 19,748 Dealer Outreach Educated and engaged eligible-vehicle dealers are crucial to the success of electric vehicle adoption and MOR-EV program objectives. Continuing education and relationship development with dealers is extremely vital in supporting program efforts to accurately inform consumers about available incentives. MOR-EV staff take every opportunity to educate dealers who participate in the program. Additionally, the Massachusetts State Automobile Dealers Association (MSADA) plays an important role in sharing program information with their membership and providing valuable dealerfocused perspectives. In addition to educating dealers on the program, staff invited dealerships to participate in scheduled consumer events, such as those listed in Table 4. These events served as an opportunity to get dealerships in front of the community and provided another avenue for program education. As a result of the MSADA partnership, MOR-EV was featured in the cover story of the March 2016 issue of Auto Dealer magazine in an Educated and engaged eligible-vehicle dealers are crucial to the success of electric vehicle adoption and MOR- EV program objectives. 16 Center for Sustainable Energy

19 article titled Making the Connection. The article provided high-level program information and detailed dealership resources, including webinars and training materials. Publishing program-related articles in Auto Dealer magazine is recommended in future program outreach. Dealership engagement and outreach remains a challenge that requires multiple approaches to address. MOR-EV staff continue to work with participating dealers to identify opportunities and efficiencies that will enable effective and long-standing dealership outreach methods. Future Outreach Program staff recommend prioritizing events with test drives whenever possible. Program staff recommend prioritizing events with test drives whenever possible. Staff have witnessed increased consumer engagement and excitement at such events, because behind-thewheel driving opportunities allow people to experience firsthand the benefits of ZEVs. Research has indicated that test drive events increase driver s positive perceptions of ZEVs and increase likelihood that they will purchase or lease a ZEV. 5 Given these benefits, program staff will continue to prioritize events with test drives for future consumer outreach. Continued dealer outreach and education is crucial as dealerships remain the primary channel through which consumers learn about the rebates. To meet this need, MOR-EV staff are developing dealership promotional kits that will provide resources they need to better understand the program and educate their customers about it. The kits will include materials covering topics such as program overview, rebate amounts, eligibility requirements, application process and other incentive information (federal tax credit and links to other statewide incentives). Dealership promotional kits are provided at no cost to the dealers and can be requested at outreach events, during webinars and through other interactions with program staff. Increasing ZEV awareness in central and western Massachusetts is a priority for future outreach. Working with DOER, MOR-EV staff will provide targeted consumer and dealership outreach in these regions through more consumer events in program year three. Staff will continue to contact local and regional dealerships to promote consumer event participation and deliver program information. By working with program partners and by speaking with consumers at events, staff will seek to identify any barriers to adoption in regions with lower participation and will conduct outreach to raise ZEV awareness. 5 Center for Sustainable Energy (2016). Metropolitan Transportation Commission Experience Electric Campaign Report. Release Date: August Retrieved from MTC_EXEL_Final_Report.pdf. MOR-EV: Year Two Final Report 17

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21 Operations Rebate Processing In year two, the number of rebates issued and reserved increased by 24 percent. Processing rebates accurately, efficiently and transparently is central to the success of the MOR-EV program. During program year two, CSE continually improved rebate processing to better manage increased application volume and provide first-rate customer service to applicants. In year two, the number of rebates issued and reserved increased by 24 percent. Quality Assurance and Control Using a detailed understanding of the rebate application process and database, staff proactively identified and resolved potential issues, including the following: Implemented a QC process where 25 percent of applications reviewed are selected for a secondary review by a team lead prior to approval, which helps ensure processing accuracy and identifies areas where a rebate processing specialist may need additional training. Developed a standardized training program to provide consistent, effective training for new staff while also providing increased oversight from experienced rebate processors and management. Refined manual s sent to applicants throughout the rebate process to improve customer service and foster greater project accountability and transparency. These measures improved project quality and laid groundwork for additional improvements planned in program year three. Efficiency Improvements CSE invested in the following areas to improve efficiency in year two of the program: In August 2015, CSE released updated supporting documentation requirements to save program staff time and streamline the process for applicants. MOR-EV: Year Two Final Report 19

22 Program staff documented and refined 17 standard operating procedures to ensure consistency in processing and define expectations for various tasks. Appeals Between May 2015 and early April 2016, program staff received 57 appeals from applicants whose rebate application was denied. The most common root cause for an appeal was dealers providing incorrect or no information about the program. DOER and CSE staff determined that dealers and program staff alike are responsible for informing consumers about the program and consequently granted 42 appeals. Program staff contacted these applicants, informed them that their appeal had been granted, and invited them to reapply for the rebate. Those who did received a rebate. The types of appeals are summarized in Table 6. Table 6. Appeals by Reason and Number Reason for Appeal Total Appeals Approved Exceeded 3-month Eligibility Requirement Issue with Vehicle New/Used Status month Ownership Requirement Not Fulfilled 1 0 Business Application month Lease 1 0 Total Since April 2016, program staff have received more appeals that are not included in the table above. Because the current appeal process takes a significant amount of program and DOER staff time to address each case, CSE is working to streamline the process. Based on DOER feedback, CSE will implement clear guidelines for accepting and processing these appeals. 20 Center for Sustainable Energy

23 Canceled Rebates In year two, 139 rebate applications were canceled. Table 7 lists cancellation reasons, shows the total number of cancellations by reason and indicates what happened with the canceled applications. In 61 cases, applicants reapplied, and their applications were ultimately approved. In some cases, applicants were not eligible to reapply due to their failure to meet program eligibility requirements. Table 7. Canceled Rebates by Reason and Number Cancellation Reason Total Cancellations Reapplied and Approved Did Not Reapply Did Not Submit Documents Within Time Allowed Missing Required Information to Complete Application Business Application 18 N/A 18 Early Application (Applied Before Being Rebate Eligible) Used Vehicle 10 N/A 10 Applied After 3 Months Request to Cancel Application Lease Term Less Than 36 Months 2 N/A 2 Out-of-State Applicant 1 N/A 1 Total MOR-EV: Year Two Final Report 21

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25 Program Participation MOR-EV program participation is defined as the percentage of registered eligible vehicles that received a rebate. This is a key measure of statewide program awareness and helps direct future outreach efforts. 6 For this analysis, MOR-EV staff compared Registry of Motor Vehicle (RMV) registration data from June 18, 2014, through March 31, 2016, to program rebate data from June 18, 2014, through April 30, MOR-EV program data includes one additional month to capture vehicles that were registered in March 2016 but applied for a rebate in April Vehicles purchased after March 31, 2016, were not included in this analysis. Participation by Vehicle Model During this period, a total of 2,819 eligible vehicle models were registered with the RMV. Of these, 1,910 received a MOR-EV rebate. 7 Table 8 shows the percent of registered vehicles compared to vehicles that received a MOR-EV rebate. The data is organized by vehicle type and then sorted by the vehicle model with the highest percent of rebates. 6 Program-eligible models with less than 36-month lease terms are not eligible to apply for a rebate. Registration data includes vehicle models with lease terms that are less than the program-required 36-month lease term; this may affect the overall participation rate. 7 Not all passenger ZEVs in the state are eligible for the MOR-EV program. MOR-EV: Year Two Final Report 23

26 Table 8. Program Participation by Vehicle Model Vehicle Type Eligible Vehicle Model Total Registrations Percent Rebated BEV smart electric fortwo Coupe % Honda Fit EV 2 100% Volkswagen e-golf % smart electric fortwo Cabriolet 15 87% Mitsubishi i-miev 7 86% Nissan LEAF % Tesla Model S % Mercedes-Benz B250e 45 73% Tesla Model X 23 70% Ford Focus Electric 38 61% BMW i3 REx % BMW i % PHEV Hyundai Sonata Plug-in Hybrid 3 100% Volvo XC90 T % BMW X5 xdrive40e 13 54% Ford C-MAX Energi % Ford Fusion Energi % Toyota Prius Plug-in Hybrid 40 30% Audi A3 e-tron 26 27% BMW i % Porsche 918 Spyder 3 0% Porsche Panamera S E-Hybrid 3 0% PHEV+ Chevrolet Volt % Cadillac ELR 35 46% Porsche Cayenne S E-Hybrid 29 21% ZEM Zero (S, SR, DS, XU, FX) 5 80% Total 2,819 68% Program participation rates by vehicle model provide insight into dealer engagement and overall program understanding. For example, every smart electric fortwo Coupe registered in the state has received a rebate. No other manufacturer or model with five or more total registered electric vehicles has a 100% participation rate. This suggests a high likelihood that the smart sales model incorporates the MOR- EV rebate. Similarly, the Chevrolet Volt, Volkswagen e-golf and Tesla Model S are all models with high registration to participation ratios. 24 Center for Sustainable Energy

27 Participation by Manufacturer Program participation by automobile manufacturer indicates the majority of manufacturers with eligible vehicles have an 80 percent or higher MOR-EV participation rate. Program participation by automobile manufacturer indicates the majority of manufacturers with eligible vehicles have an 80 percent or higher MOR- EV participation rate. Figure 4 displays participation rate by manufacturer. 8 Of the manufacturers with at least 10 vehicles registered during this time, Mercedes-Benz, which includes the smart electric models, had the highest participation rates of all manufacturers. Mercedes-Benz also had the highest participation rate in year one of the program. In year two, more than 98 percent of all smart electric models and 73 percent of B250e vehicles registered in the state received a rebate. In addition, 91 percent of eligible GM vehicles (Chevrolet Volt and Cadillac ELR) received rebates. High participation rates could be attributed to manufacturers incorporating available incentive information into their sales training. Lower program participation rates can indicate a need for manufacturertargeted dealership outreach. For example, a 44 percent participation rate for Ford vehicles indicates that dealers may not be aware of or understand the value of the MOR-EV program as a sales tool. Outside of awareness, 24-month leases impact program participation rates because of the required 36-month lease term; unfortunately, these leases cannot be identified in the registration data. This situation could explain the lower participation rate for BMW, which offers competitive 24-month leases, causing many of their vehicles to be ineligible for the rebate. Figure 4. Program Participation by Manufacturer Total registered vehicles Audi Unrebated Vehicles Rebated Vehicles 75% 91% 84% 44% 92% 27% 37% 17% 30% BMW Ford GM Mercedes-Benz Nissan Porsche Tesla 92% Toyota Volkswagen 8 Figure 4 includes information for all manufacturers that have 10 or more eligible vehicles registered in Massachusetts. MOR-EV: Year Two Final Report 25

28 Participation by Vehicle Type Figure 5 shows participation rate by vehicle type. The PHEV+ vehicle type category has the highest participation rate, with 87 percent of registered vehicles receiving rebates. PHEVs have a participation rate of less than 50 percent, which could be due to a number of factors. For example, several program-eligible PHEV models have a standard hybrid counterpart that is not eligible. This could lead to dealer and consumer confusion about available incentives. PHEVs also receive lower rebate amounts, which may not motivate as many consumers to apply for the rebate. Figure 5. Program Participation by Vehicle Type 2,000 1,500 1, % 40% 87% Unrebated Vehicles Rebated Vehicles 80% BEV PHEV PHEV+ ZEM Multiple manufacturers produce eligible vehicle models in several vehicle type categories. Participation rate by vehicle type varies, indicating that program awareness is not exclusively associated with specific manufacturers and their dealer networks, but also with specific vehicles. For example, the battery electric Ford Focus has a 61 percent participation rate, while the PHEV Ford Energi models have an average participation rate of just 42 percent. This finding supports the assumption that both consumers and dealers associate all-electric vehicles with consumer incentives. Further education and outreach with a focus on all program-eligible vehicles could be an effective method for improving participation rates in all vehicle types, but especially for PHEVs. Participation rate by vehicle type varies, indicating that program awareness is not exclusively associated with specific manufacturers and their dealer networks, but also with specific vehicles. 26 Center for Sustainable Energy

29 Participation by Geography MOR-EV participation varied significantly across Massachusetts in program year two. Figure 6 shows that no clear patterns exist in participation rates by city. This finding indicates that MOR- EV awareness is roughly equal across the state, with no large geographic areas having especially low or high awareness. Lower participation rates are typically reflected in areas with less than 10 registered electric vehicles. CSE will continue to provide targeted outreach to central and western Massachusetts, which have lower electric vehicle adoption rates. A full list of program participation rates by city is available in Appendix 3. Figure 6. Program Participation by City Participation Rate (%) No Data 0% 1%-10% 11%-20% 21%-30% 31%- 40% 41%-50% 51%-60% 61%-70% 71%-80% 81%-90% 91%-100% MOR-EV: Year Two Final Report 27

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31 Survey Results & Analysis Methodology In year two, 683 applicants completed the survey, indicating a 48 percent response rate. To better understand ZEV driver motivations, demographics and program effectiveness, MOR-EV conducts an ongoing voluntary survey of rebate recipients. They are invited to participate in the online survey when their application is approved, and again when they are notified that their rebate check has been mailed; however, only one response per applicant is included in the analysis. The survey has 39 questions and takes approximately 15 minutes to complete, with respondents having the ability to save and complete the survey at a later time if they prefer. The survey covers various topics, including demographics, adoption motivations, the importance of the MOR-EV rebate and the dealership experience. In order to generate comparable data, the survey has several components that are analogous to other ZEV statewide rebate recipient surveys, specifically in California and Connecticut. The following analysis covers survey responses from year two rebate recipients. Of the 1,422 applications received in year two, 683 applicants completed the survey, indicating a 48 percent response rate. To make the sample representative of the overall rebate population, the data was weighted based on the following measures: 1) choice of vehicle type, 2) choice of EV model, 3) decision to buy or lease the vehicle, 4) the quarter in which the vehicle was purchased and 5) geographic location by county. In the analysis, comparisons between year one and year two recipients are highlighted where noteworthy and significant. MOR-EV: Year Two Final Report 29

32 Survey Results Massachusetts Zero-Emission Vehicle Drivers Gender 80% 20% Female Male MOR-EV participants are predominantly male, which is similar to the California ZEV adopter population. 9 9 Age Distribution Percent 20% 15% 10% 5% 0% Age Center for Sustainable Energy (2016). California Air Resources Board Clean Vehicle Rebate Project, EV Consumer Survey Dashboard. Retrieved 8/25/2016 from MOR-EV participants range in age from 21 to 90 years old. The average age is 52 years old. 30 Center for Sustainable Energy

33 MOR-EV participants boast a high educational attainment with nearly all holding at least a fouryear degree and more than half with a postgraduate degree. Educational Attainment 62% 2% 5% 2% 29% 12th grade or less High school graduate Some college Associate degree Bachelor s degree Postgraduate degree MOR-EV participants boast a high educational attainment with nearly all holding at least a four-year degree and more than half with a postgraduate degree. Less than one percent of all respondents do not have a high school degree. MOR-EV: Year Two Final Report 31

34 Annual Household Income Percent of respondents 25% 20% 15% 10% 5% 0% Less than $24,999 $25,000 to $49,999 $50,000 to $99,999 $100,000 to $149,999 $150,000 to $199,999 $200,000 to $249,999 $250,000 to $299,999 $300,000 or more MOR-EV participants have a median household income of $150,000 to $199,999. Twenty-one percent of respondents did not provide information about annual household income and are excluded from the data. As a point of reference, in 2011, new-vehicle adopters in Massachusetts (MA), defined as those who reported owning a model year 2011 vehicle in the 2011 MA Travel Survey, had a median household income of $136, The 2014 median household income for MA residents was $69, MOR-EV participants have a median household income of $150,000 to $199,999. In 2011, new-vehicle adopters in Massachusetts had a median household income of $136, Massachusetts Travel Survey, calculations by the National Renewable Energy Lab. 11 U.S. Census Bureau, 2014 American Community Survey 1-Year Supplemental Estimates. 32 Center for Sustainable Energy

35 Twentytwo percent of survey respondents currently have a PV system installed. Is There an Operating Photovoltaic (PV) System Installed at Your Residence? 60% 22% 18% Yes, I have a PV system installed No, but I am planning to install PV within the next year No, and I have no plans to install PV Twenty-two percent of survey respondents currently have a PV system installed. This is a six percent increase from the 16 percent of respondents in year one. In California, the opposite trend existed in the early stages of the ZEV market. In late 2012, 27 percent of California ZEV survey respondents stated they had a PV system installed with the number dropping to 17 percent in early Center for Sustainable Energy (2016). California Air Resources Board Clean Vehicle Rebate Project, EV Consumer Survey Dashboard. Retrieved 8/25/2016 from MOR-EV: Year Two Final Report 33

36 MOR-EV Impact Importance of MOR-EV Rebate in EV Purchase Decision 36% 28% 18% 12% 0% 20% 40% 60% 80% 100% Extremely important Very important Only slightly important Not important at all Moderately important Survey respondents were asked to rate the importance of the MOR- EV rebate in their decision to acquire an EV. Sixty-four percent of adopters said the MOR-EV rebate was an extremely or very important factor in the decision-making process. Initial Interest in EVs 3% 32% 44% 21% 0% 20% 40% 60% 80% 100% I was ONLY interested in an EV I had no interest in an EV I was very interested in an EV I did not know EVs existed I had some interest in an EV The majority of participants indicated they had a strong interest in an EV when they began shopping for a vehicle. The majority of participants indicated they had a strong interest in an EV when they began shopping for a vehicle. In contrast, only a quarter of participants had a slight interest and approximately three percent had no interest in acquiring an EV. 34 Center for Sustainable Energy

37 Vehicles Replaced by Model Year In year two, 74 percent of vehicles purchased or leased replaced an older vehicle while 26 percent were additional vehicles. Number of vehicles or older Year 1 (June April 2015) Year 2 (May June 2016) In year two, 74 percent of vehicles purchased or leased replaced an older vehicle while 26 percent were additional vehicles. More than 40 percent of the vehicles replaced in year two were 2008 models or older. Independent of whether the EV is a replacement or additional vehicle, for 82 percent of participants, this is the first EV they have ever purchased or leased. MOR-EV: Year Two Final Report 35

38 Rebate Availability How Participants Learned About MOR-EV Rebate Survey respondents Dealer Blog MOR-EV website Word of mouth Other Consumer event When asked to select all of the sources that informed them of the MOR-EV rebate, more than 60 percent of respondents said they learned about the rebate from the dealer and 24 percent learned about the rebate from the MOR-EV website. Online blogs informed 27 percent of respondents about the rebate, and of those respondents, 30 percent rated blogs as an extremely or very important source in their decision to acquire an EV. More than 60 percent of respondents said they learned about the rebate from the dealer and 24 percent learned about the rebate from the MOR-EV website. When asked to rate how important the manufacturer s website was in their decision to acquire an EV, more than 50 percent of respondents said that it was either extremely or very important. Compared with program year one, consumers more commonly found the information they needed to purchase/lease their EV online instead of by visiting a dealership or retail store. In support of this feedback, the MOR-EV website includes the manufacturer s website next to each vehicle on the program s eligible vehicle webpage. In year two outreach, CSE expanded the program s web presence to over 22,000 Facebook and Twitter users and promoted the program via digital media channels to reach more consumers who gather information online. 36 Center for Sustainable Energy

39 Purchase and Lease Motivation Importance of Factors in Decision to Acquire EV in Year Two 3% Reducing environmental impacts 54% 28% 14% Increased energy independence 42% 31% 17% 6% Supporting EV technology 41% 31% 19% 6% Vehicle performance 38% 33% 22% 5% Desire for newest technology 33% 27% 23% 10% Saving money on fuel 29% 26% 26% 14% 0% 20% 40% 60% 80% 100% Extremely important Very important Only slightly important Not important at all Moderately important When asked to gauge the importance of factors in their decision to acquire an EV, respondents indicated that reducing environmental impacts was the most important factor. This result was consistent with year one survey results. MOR-EV: Year Two Final Report 37

40 Importance of Factors in Decision to Acquire EV: Saving Money on Fuel Saving money on fuel Year 1 42% 24% 23% 8% Year 2 29% 26% 26% 14% 0% 20% 40% 60% 80% 100% Extremely important Very important Only slightly important Not important at all Moderately important The most significant change between year one and year two is the change in saving money on fuel both as an important decision factor for respondents and as a primary motivator for acquiring an EV. Of the options respondents had to choose from, saving money on fuel was selected as the least important factor in the decision to acquire an EV in year two (see page 37). It was the fourth most important factor in the applicant s decision to acquire an EV in year one. Concurrently, the average price of regular conventional gasoline in the New England region was $3.00/gallon in year one and $2.31/ gallon in year two. 13 Of the options respondents had to choose from, saving money on fuel was selected as the least important factor in the decision to acquire an EV in year two. 13 U.S. Energy Information Administration. Gasoline and Diesel Fuel Update. Release Date: 8/29/2016 from 38 Center for Sustainable Energy

41 Primary Motivations for Purchase/Lease Over Time Reducing environmental impacts Saving money on fuel Vehicle performance Desire for newest technology Supporting EV technology Increased energy independence Other 0% 5% 10% 15% 20% 25% 30% 35% Year 1 (June April 2015) Year 2 (May June 2016) EV adopters chose reducing environmental impacts as their top purchase or lease motivator in both year one and year two of the program. EV adopters chose reducing environmental impacts as their top purchase or lease motivator in both year one and year two of the program. Saving money on fuel decreased as a primary motivator by almost half from year one to year two. Two other motivators were chosen much more frequently in the second year: vehicle performance more than doubled and a desire for newest technology almost doubled. Those who stated vehicle performance was their primary motivation have a notably higher income than respondents who chose a different primary motivator. MOR-EV: Year Two Final Report 39

42 Valued Dealership Services Table 9 lists the three most valued dealership services as ranked by respondents and the percent of dealerships currently offering them. Respondents ranked preparation of rebate/tax applications as the most valuable dealership service. In addition, 70 percent of participants ranked assistance setting up and explaining EV related smartphone apps as a valuable dealership service. Table 9. Valued Dealership Services #1 #2 #3 Most Valuable Dealership Services Preparation of rebate/tax applications Assistance setting up and explaining EV related smartphone apps An EV specialist to answer EV questions Percentage of Dealerships that Offered this Service 31% 78% 26% While the top three most valuable dealership services have remained the same from year one to year two, their ranking order has changed. In year one, an EV specialist to answer EV questions was the most valuable dealership service, while the preparation of rebate/tax applications was the second most valuable service. With only 30 percent of dealerships offering two of the top three most valuable services in year two and given high dealership staff turnover rates, MOR-EV staff intend to continue to provide dealership training and targeted dealership outreach to educate sales staff on program requirements, program eligibility and the rebate application process. MOR-EV staff intend to continue to provide dealership training and targeted dealership outreach to educate sales staff on program requirements, program eligibility and the rebate application process. 40 Center for Sustainable Energy

43 Workplace Charging Availability Do You Have Access to Charging at Your Workplace? 4% 1% 20% 34% 41% No, but I would use if available Yes I don t work or I work from home No, and I would NOT use if available I m not sure 27 percent of participants said that access to workplace charging was an extremely or very important factor in making it possible for them to acquire an EV. While a third of survey respondents currently have access to workplace charging, more than 40 percent indicated that they would use workplace charging if it were available. Separately, 27 percent of participants said that access to workplace charging was an extremely or very important factor in making it possible for them to acquire an EV. To help facilitate increased workplace charging, MOR-EV program staff collaborated with the MassEVIP: Workplace Charging program to distribute workplace charging incentive information to MOR-EV rebate recipients. This information was distributed to 1,217 recipients in year two, a significant increase from the 724 rebate recipients that were notified in year one. MOR-EV: Year Two Final Report 41

44 Utility Time-of-Use Rate Availability Does Your Electric Utility Offer Special Rates for Residential Electric Vehicle (EV) Charging? 59% 3% 38% Yes No I m unsure The majority of respondents were unsure if their electrical utility offered a special rate for charging; however, of the 38 percent who indicated that their electric utility did not, nearly all said that they would take advantage of charging rates even if it meant charging their EV at special times during the day or night. This substantial response of interested EV drivers indicates a potentially high demand for time-of-use rates. Of the 38 percent who indicated that their electric utility did not offer a special rate for charging, nearly all said that they would take advantage of charging rates even if it meant charging their EV at special times during the day or night. 42 Center for Sustainable Energy

45 If a Special Rate for Charging Your EV Were Available, Would You Take Advantage of It Even if It Meant Charging Your Vehicle at Special Times of Day or Night? 4% Yes No 96% MOR-EV program staff are currently supporting Eversource Energy on the PlugMyRide@HOME (now known as Plug My Ride) program, a pilot program to collect residential charging information in order to design an effective time-of-use rate for customers. Using MOR-EV program data, MOR-EV program staff distributed PlugMyRide@ HOME information to 520 rebate recipients in year two, which is nearly double the number of recipients that were notified in year one. MOR-EV: Year Two Final Report 43

46 44 Center for Sustainable Energy

47 Conclusion MOR-EV has helped put 2,242 new ZEVs on the road in Massachusetts since the program launched in June MOR-EV has helped put 2,242 new ZEVs on the road in Massachusetts since the program launched in June In addition to helping the state work toward its goal of 300,000 ZEVs by 2025, the incentivized vehicles have directly saved 6,285 short tons of GHGs which helps achieve other program goals of reducing GHG emissions and other air pollutants. Program year two saw a wider variety of eligible vehicle models, highlighting the growth of ZEV availability in Massachusetts. And as a result of increased program data and consumer survey responses, the state and ZEV market stakeholders have a much better understanding of ZEV adoption rates, the driver population and their motivations to adopt cleaner vehicles. DOER and EEA were successful in funding the MOR-EV program for a third year. Program year three will include increased outreach to central and western Massachusetts as well as a focus on extending dealer education. Program staff will apply lessons learned to strengthen consumer and dealer program awareness and outreach efforts. Several year two activities, including consumer surveys and project data transparency tools, will remain in effect. These efforts, along with steady rebate reservation rates, indicate that MOR-EV will continue to successfully support ZEV adoption in Massachusetts. MOR-EV: Year Two Final Report 45

48 46 Center for Sustainable Energy

49 Appendix 1: Program Website Interactive Data Tools Program Statistics MOR-EV Rebates by Month Filter by: Applicant: County All Zip Code All Number of Rebates May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Application Received Date May 2015 to June 2016 Rebates Reserved & Issued BEV 1,446 PHEV+ 510 PHEV 382 ZEM 7 Grand Total 2,345 Rebate Dollars Reserved & Issued Vehicle Category: BEV PHEV+ PHEV ZEM Top EV Retailers by Rebates Rebates by Vehicle Category BEV PHEV+ PHEV $3,321,000 $1,273,500 $562,500 Dealer or Store Tesla Motors Inc. Quirk Chevrolet Smart Center Boston City Multiple Braintree Somerville BEV PHEV ZEM $5,250 Grand Total $5,162,250 Rebates by Vehicle Make Marcotte Ford Herb Connolly Chevrolet Marlboro Nissan Watertown Ford Herb Chambers BMW Flagship Motorcars Colonial Chevrolet Herb Chambers Chevrolet Acton Ford Clay Nissan of Newton Country Nissan Mirak Chevrolet Holyoke Framingham Marlborough Watertown Boston Lynnfield Acton Danvers Acton Newton Hadley Arlington PHEV+ Drivers Who Have or Plan to Install a Level 2 Charger Have or Plan to Install 62.8% No Charger 37.2% TESLA 661 GM 503 NISSAN 355 FORD 333 BMW 149 SMART 129 VOLKSWAGEN 116 MERCEDES-BENZ 33 AUDI 13 TOYOTA 12 HYUNDAI 8 PORSCHE 8 VOLVO 8 MITSUBISHI 7 ZERO 7 HONDA 3 Data is updated semi-monthly. Last updated: July 18, 2016 BEV Battery Electric Vehicle (all electric) PHEV+ Plug-in Hybrid Electric Vehicle with battery capacity > 10kWh (powered by electricity and gasoline) PHEV Plug-in Hybrid Electric Vehicle with battery capacity < 10kWh (powered by electricity and gasoline) FCEV Fuel Cell Electric Vehicle (hydrogen fuel cell) ZEM Zero Emission Motorcycle Note: Appendix 1 information was retrieved on July 18, 2016 from As a result, displayed totals may be different from year two program report totals. MOR-EV: Year Two Final Report 47

50 Rebate Distribution Map by County Application Received Date May 2015 to June 2016 Vehicle Category All Manufacturer All County All Franklin Essex Berkshire Hampshire Worcester Middlesex Suffolk Hampden Norfolk Plymouth Bristol Barnstable Dukes Nantucket Rebates <= > 200 To pan: Click and hold the left mouse button until a hand icon appears to move your view of the map; or hold down the Shift key. 48 Center for Sustainable Energy

51 Rebate Distribution Map by ZIP Code Application Received Date May 2015 to June 2016 Vehicle Category All Manufacturer All Zip Code All Rebates > 20 To pan: Click and hold the left mouse button until a hand icon appears to move your view of the map; or hold down the Shift key. MOR-EV: Year Two Final Report 49

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