Pioneers of EVs: Austin Energy
February 28, 2022 | by Cameron Wolf
Austin Energy, a publicly owned utility in the city of Austin, Texas, is making a name for itself as a leader in electric vehicle (EV) technology and education.
Austin Energy has established the benchmark for how electric utilities across the country can effectively support automobile dealerships and the general public in accelerating electric vehicle adoption by launching Austin Drives Electric Dealership Program, a customer-driven program that improves the automobile buying experience.
Bobby Godsey, Austin Energy's EV Outreach and Education Program Manager, emphasized that the utility made a major commitment to setting lofty climate goals:
Austin Energy’s goal for 2030 aims to increase community adoption of EVs:
40% of total vehicle miles traveled in Austin is electrified, and EV ownership is culturally, geographically, and economically diverse. EVs powered by renewable energy can be one of the primary ways to reduce local air pollution and climate-related emissions. But this won’t happen overnight. The City will need to support residents and work with businesses to make this transition by listening to community needs, offering incentives, and collaborating on solutions that are cheaper, easier, and better for the environment.
“In Austin, our transportation system will soon become the largest emitter of greenhouse gasses and is already the primary source of local air pollution,” Godsey said. “EVs powered by renewable energy can be one of the primary ways to reduce local air pollution and climate-related emissions.”
Through this goal, the Buyer’s Guide was born.
Award-Winning Software
In May of 2021, Austin Energy was presented with an award that recognizes global smart cities projects, honoring the most innovative and influential work. The award, The Smart 50 Awards, is substantial in its meaning-- it awards the projects that disrupt traditionalism and inspire innovation. Austin Energy did just that.
Austin Energy established a plan to make the buying experience for electric vehicles as simple as possible with the goal of increasing consumer adoption. How exactly did they do it, though?
They implemented a customer-driven initiative that focused on removing barriers of EV adoption by improving the consumer EV buying experience. By doing so, they became the first utility in the United States to offer a live EV inventory browser, showcasing ALL the electric vehicle options in their service territory.
The award winning Buyer’s Guide
Creating this platform not only resulted in national recognition in the smart cities space, but also netted 2 other awards in 2021 - They received Chartwell's 2021 Best Practices Gold Communications award and SECC’s Customer Engagement best practices award.
Austin Energy’s marketing team attributed the success to "a focused digital marketing campaign". Combined with the ZappyRide-powered product, ev.austinenergy.com, and grassroots dealership engagement, it's no wonder they've seen the levels of success experienced. Outside of their digital mediums, they also run radio ads and direct marketing materials to the doors of Austin residents with the goal to get residents to the EV Buyer’s Guide and promote Plug In EVerywhere. Included in this promotional material is StEVie the EV-Loving T-Rex.
Of course, with recognition of this stature, comes interest and popularity. Austin Energy was no exception to this. Within the first month of 2021, Austin Energy's EVs platforms saw 5,295 users come to their EV platforms. In 2020, that number was 1,732 users. Having a 205% increase in users in a calendar year is no joke.
The entire year continued the trend of astronomical user increase
Percentages reflect 2021 increases vs. same period in the prior year.
January = 205%
February = 547%
March = 1,070%
April = 2,823%
May = 2,331%
June = 1,564%
July = 1,865%
August = 1,555%
September = 440%
October = 971%
November = 1,159%
December = 337%
Since the launch of this initiative, Austin Energy confirms that ~8,000 EVs have been sold and registered since the launch of the Austin Drives Electric Dealership Program initiative.
Success like this is not built overnight, however. Since 2006, Austin Energy has been leading a grassroots movement to show automobile manufacturers that there is demand for electric cars, and in 2011 it launched its EV & Emerging Technologies team. With the development of that team, came the Plug-In EVerywhere℠ network. This network has grown to 1,200 charging ports today, a mix of level 2 and DC Fast. The network offers unlimited level 2 charging for just $4.17 per month to drivers and its e-fuel is backed by 100% renewable energy through the utility’s GreenChoice program.
Seeing success like this is impressive and imperative for EV growth. In 2021, EVs only made up 4.5% of the United States market share. Austin Energy is part of a core leadership group working to change that, and we are extremely grateful to be a part of a movement like this one.
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About ZappyRide:
ZappyRide is an EV data company which builds white-label websites and tools for OEMs, utilities, and other greentech stakeholders to promote their thought leadership in the electrification of consumer and fleet vehicles. Their products include a consumer and commercial EV catalog, commercial fleet planning tools, an incentive application assistant for EV charging equipment, and several APIs covering data on nationwide incentives, charging equipment, vehicles and their specs, electricity sources and their emissions.
About Austin Energy:
Austin Energy is more than just an electric utility. We are 1,700 of your friends and neighbors with a mission to safely deliver clean, affordable, reliable energy and excellent customer service — 24 hours a day, 365 days a year. As a community-owned utility, we're a not-for-profit enterprise of the City of Austin working to make sure we can meet and exceed the needs of those we serve. This is how Austin Energy strives to be Customer Driven and Community Focused. Austin Energy is an enterprise of the City of Austin. Community-owned since 1895, Austin Energy provides electric power and retail energy services to the Greater Austin area.