A Utility Roadmap for Expanding Customer Adoption of Electric Vehicles

Abstract

Portland General Electric (PGE) is one of only a few electric utilities in the United States actively conducting evaluations of their pilots in support of transportation electrification (TE). This article offers insights into PGE’s efforts to provide EV-related outreach and education to its customers. The article also examines interest in and use of PGE’s public charging infrastructure, particularly among transportation network company (TNC) drivers. The authors conducted an analysis of utilization data from PGE’s public charging stations to examine usage and the effectiveness of a peak pricing surcharge during peak electricity demand periods. The research pulls from additional data sources including (1) online customer surveys, (2) ride-and-drive intercept surveys, (3) and an online focus group. Findings illuminate the utility’s experience after three years of implementation and provide concrete guidance for other utilities seeking to expand customer adoption of EVs, while also exploring how pricing mechanisms can be effective at managing increased system load associated with increased EV charging. Findings also highlight the barriers environmental justice communities face with EVs and provide insights into how utilities can address misconceptions and increase awareness of the benefits of EVs for these groups.