E.V. ROADMAP 4:
GETTING TO A MILLION

"We can break our dependence on oil... and become the first country to have one million electric vehicles on the road by 2015. The future is ours to win."
~ President Barack Obama, State of the Union address, January 2011

Getting to a million E.V.s quickly is both an important goal and a very daunting challenge that has less to do with the aspiration than with its realization. A community can seemingly do all the right things to get itself "ready" by enlisting vehicle and charging providers, calibrating public policy, and advancing financial incentives and yet still fall short of the goal. Why? Because the most critical and uncontrollable variable has less to do with factors like the volatility of oil prices and the pace of battery advancements than with the willingness and interest of the driving and buying public. At the end of the day, EV adoption depends upon vehicle buyers.

In this installment of E.V ROADMAP the challenge of getting to a million E.V.s will be considered through the lens of consumer and corporate adoption.