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ELMO Electromobility program for Estonia
Overview
Jarmo TuiskHead of the program
BACKGROUNDAbout Estonia, the innovation backgroud, passanger cars etc.
ESTONIA
Estonia
1,3M inhabitants, largest city. Tallinn 0,4M inhabitantsGDP per capita $19,375 (PPP), GDP total $25,7B
Member of EU2004
Member of NATO2004
Member of OECD2010
Member of EURO2011
Estonian way to smart society
1992
1997
1998-
2000
2001
2003
2005
2007
2009
2011
Re-independence
Program
“Tiger leap” :
heavy investment
to ICT infrastructure
PCs to every school
E-goverment
Digital signature
Act etc. ID-card
M-Parking
Electronic voting
X-Road: XML-based
backbone for government
apps and databases
Estonian-
Finnish grids
connected
Energy Technology
program
Electromobility
agenda introduced
in MoEaC
Electromobility
Program
European
IT agency
NATO Cyber
Defence
Centre
ELMOThe future of electromobility is here in Estonia
Advanced charging infrastructure
EV Grants
Demo & Awareness
raisingCar sharing
Competence centers
CHARGING INFRASTRUCTUREUnique large scale EV infrastructure project in Europe
More than 160 quick chargers
Detailed map: www.elmo.ee
Good to know: In April 2012 there was 229 CHAdeMO chargers in Europe.
60 QCs installed by 25th OctWith rate 35QCs per month
Building permits
Installation
Project scope
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Procurement
Locations map
Guidelines
Planning, design, projects
Locations, connections
Chargers
Service and IT
Tech. Spec.
Negotations
Application for connections
Agreements
Elect. projects
Winner: ABB
Building of QCs
Winner: G4S, Now Training
Development
Launch
Private operator, selected by KredEx for 5 years
Owned by KredEx
Operating modelA
sset
sS
ervi
ces
Quick chargers
Network management
system
Locations for chargers
High power grid
connections
Intellectual property
Charger control and
maintenance
Business services
Customer support
Security services
Asset management
KredEx selected private operator to run the charging network for 5 years.Operator will receive a service fee for the operation. No profit from energy sales during initial 5 years.
Business structure
KredEx
ABB Estonia
ABB Netherlands
(quick chargers)
G4S(CRM
services)
Now! (IT
platform)
Owner and manager
Main outsourcing partner
Partners
DC/AC fast charger
• CHAdeMO• Optional AC 22kW• Manufacturer: ABB• Authentication:
– RFID– SMS, voice– Mobile app
Software platform• Mobile app by
Now!• Galaxy charger
control and management by ABB
• Customer support by G4S
Self-service customer portal
CRM+businesslogic solution
ServiceService provider• 24/7 customer support• Sales and billing• Customer relations
management
Customer offers (indicative)• Business customers
– Monthly fee (24,9EUR)– Pay per charge (1,9EUR)
• Private customers– Monthly fee (14,9EUR)– Pay per charge (2,59EUR)
• Unlimited– Monthly fee (44,90EUR)– Includes 250kWh per month– After that 1,9EUR/charge
EV GRANTSHow to bring the EVs to the market?
Electric vehicle grants
-50% from upfront price for full-EV
Max 18 000 EUR per car, + 1000EUR for home charger
Plugin-hybrid grants• Since November
2012• From 7%-30%
grant from upfront price
• Depends on battery capacity
4-8kWh 8-12kWh 12-16kWh
16-…kWh
0%
5%
10%
15%
20%
25%
30%
35%
PrivateCommercial
Grant rates for PHEVs
Applications
1.08.2011
1.09.2011
1.10.2011
1.11.2011
1.12.2011
1.01.2012
1.02.2012
1.03.2012
1.04.2012
1.05.2012
1.06.2012
1.07.2012
1.08.2012
1.09.20120
5
10
15
20
25
30
35
Applications Väljamakstud ja menetluses
Applications (mid-oct)
General statisticsTotal applications 94
– Approved 76– Rejected 2– Withdrawn 16
Car modelsCitroen C-Zero 2Micro-vett (Fiat Fiorino EV) 19Mitsubishi iMiev 8Nissan Leaf 42Peugeot iOn 4
DEMONSTRATION AND AWARENESS RAISING
How to disseminate EV-related information to wider audience
Demonstration fleet
507 xFOR SOCIAL WORKERS AROUND ESTONIA
507 iMievs to social workers
• Estonian government bought 507 Mitsubishi iMievs • The purchase is financed by sellinc AAU (carbon credits) to
Mitsubishi Corporation• The cars will remain in the ownership of the Ministry of
Social Affairs of Estonia, but they are handed over to local municipalities all around Estonia
• The cars are distributed for free • Social workers: public administrators responsible for
providing public social services• The cars will be equipped with GPS/GPRS enabled data
loggers for future R&D of usage of electric cars
Mitsubishi iMievs in action
Photos: Bianca Mikovitš, Maaleht
Marketing plan 2012
• ELMO brand and visual identity• Outdoor• TV commercials• Social media• Online advertising• EV tour
Outdoor advertising
facebook.com/Elektriautod
EV tour
• 4 cities: Tallinn, Tartu, Pärnu, Rakvere• Daily events and demodrives with the EVs
TV
CAR SHARINGDrive the EV without owning one
Strategy
Goals• Increase the usage of the
EVs• Help to overcome the main
market barriers: – uncertainty towards the EV
technology– price of the car– Residual value of the car
Scope• Limited pilot car sharing
programme• ca 30 EVs in Tallinn and
Tartu• 48 months with option to
prolong it for 24 months• Full car sharing model
The starting point
Strengths• ELMO program has wide
audience (brand awareness)• The synergy with the quick
charging infrastructure• Experience with the set up
of the quick charging infrastructure
Weaknesses• Car sharing is a new service
concept for Estonians• The range of the EV is
limited – customers are not familiar with that
Cars
Mitsubishi iMiev Nissan Leaf
Car models were selected through public procurement process. On of the criteria were CHAdeMO quick charging compatibility. The procurement process is still underway.
Rental modelHotspots: DC quick chargers + parking areas
Self-service
Cardless system everything over the mobile phone
Pick-up & Drop-off in hotspots
Rental sessions added to your monthly bill
Charging is free
Ca 6-8EUR per hour
Business structure
KredEx
Service owner
Assets’ owner
Financer
Marketing
Service management
partner
CRM
Billing
Customer support
Business logic IT solution
Fleet manager
Car servicing
Telematics solution
Service management partner and fleet manager will be selected through public procurement process during November 2012
Implementation
June
2011
July
2011
August 201
1
Septemb
er 201
2
Octobe
r 201
2
Novemb
er 201
2
Decemb
er 201
2
January 201
3
February 201
3
March 2013
April
2013
Q1 2013
Fleet manager spec
General plan
Planning, design
Service development
Cars
Specifi-cation
Service design
Car design
Procurement
Contract
Delivery
Service manager
spec
Procurements
IT-developement Pilot
Hotspots
Insurance Marketing
Launch
DEMOCENTERS AND R&D ACTIVITIES
Build the future for the EVs
Democenters - what they are?
• 2 centers to promote EV technology and ELMO program
• Real-life EV simulator• Chargers• Technology displays• Background information
Preview
R&D activities• R&D partner: Tallinn University of Technology
(TUT)• R&D activities in E-mobility field
– Data mining from iMiev demofleet (GPS-data, CAN-data) and predictive analytics (together with Mitsubishi Motors Corporation)
– Analysis of emerging business models around EVs, EV chargers, revenue management and smart grids.
– Car and driver interaction –monitoring of driver’s health parameters and sudden changes in driver’s health conditions (based on different organs e.g. heart and lungs) and driving capabilities using impedance technology. Monitoring driver’s fatigue using visual registration of driver’s face;
– Monitoring of the “health” of electric batteries –online monitoring of the recharging capabilities of the batteries. Battery lifecycle monitoring. Life expectancy estimation of the battery; Mr. Ryuichi Hasuo from Mitsubishi Motors
Corporation in TUT
IMPACTSHow have ELMO impacted Estonian market?
The EV country
Japan USA
Norway
China
German
y
France
Estonia
Austria
Spain
Denmark
Netherl
ands
Swed
en Italy
000%
000%
000%
Japan USA
Norway
China
German
y
France
Estonia
Austria
Spain
Denmark
Netherl
ands
Swed
en Italy
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Total number of EV’s
Penetration of EV’s
Unique in world• High concentration of EV’s and QCs• Large demofleet• Unique datasets (EV usage, QC impacts)• High EV awareness• Innovative country with strong IT infrastructure• Unique test-ground for innovative solutions (brand
neutral)• High ranking in ease-of-doing business• Transparent and pro-active government
