Strategic Plan

Strategic Plan - Taking Charge

In 2010, with an eager consumer base, ongoing technology and policy leadership, and a clean electricity grid, California was well positioned to provide a leading example of successful plug-in electric vehicle (PEV) market growth for other regions to follow. Such a transition would help bring energy security, air quality, climate change, public health, and economic benefits to California. PEV technology was already enhancing California’s competitiveness in the global marketplace and providing for the state’s sustainable growth in the 21st Century. The state had an opportunity to continue demonstrating cultural leadership and capitalize on the coming PEV market. It had the economic, political, social, and technological wherewithal to shape the market, affect desired outcomes, and position itself as an economic center for PEV industries.

But developing a sustained market for PEVs in California would take concerted effort. Multiple stakeholders were already working to create a strong foundation for the PEV market. However, a strategic plan would help leverage the ongoing and extensive activities and would recommend new actions that require their coordination. Collaboration will help California Take Charge in the global transition to PEVs.

The Collaborative's 2010 Strategic Plan, Taking Charge, aspired to facilitate PEV market growth so that, by the end of the decade, hundreds of thousands of PEVs will be sold annually in California and the market would contribute significantly to California’s ongoing economic, energy and environmental policy objectives. Its strategic focus was to solidify California as a technological, manufacturing, economic, and policy leader that benefits from – and shapes – the global PEV market for decades to come. If the six goals are achieved by the end of this decade, this plan will be a success.

Goals for California's PEV Market Through 2020

  • Consumer's experiences with PEVs are positive.
  • Ownership costs of PEVs are competitive with conventional vehicles.
  • PEV charging integrates smoothly into an increasingly clean, efficient, reliable, and safe electricity grid.
  • PEVs advance energy security, air quality, climate change and public health goals.
  • The PEV market creates jobs and benefits California's economy.
  • The PEV market moves beyond early adopters to mainstream consumers.