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USA: Secrets of SCE’s EV customers revealed

Southern California Edison
’s key learnings
about electric vehicles, customers and grid reliability
Southern California Edison
(SCE) is a national leader in evaluating, demonstrating and facilitating the safe,
reliable and efficient connection of transportation to the electric grid. In the past, we’ve had the nation’s
largest private fleet of more than 300 plug

in electric vehicles (PEVs) that traveled more than
1
million miles.
In 2009, as PEVs began populating showrooms of major automakers, we wanted to make sure that we

and
our 5
million customers

were ready for
the new plug

in market (SCE estimates that by 2020, there will be
about 350,000 PEVs in our service territory). To achieve this, we assembled a cross

functional team of
dedicated resources to support SCE’s PEV readiness efforts.
Today, our customers own or
lease more than
12,000
plug

in vehicles. That represents about 10 percent of
national PEV sales. We are fortunate to serve in a state with so many early PEV adopters; this is why most
PEV manufacturers consider California a “launch” market. Here is some o
f what we have learned, which we
hope can help utilities, the auto industry and others as PEV adoption continues to grow.
EXECUTIVE SUMMARY
In this white paper, we share the challenges we are addressing and the solutions we are implementing, with
the goal of helping utilities, the auto industry and other industry stakeholders.
Our lessons learned to date focus on several aspects of PEV read
iness,
including
managing PEV load grid
impacts and assessing PEV owners’ driving behaviors, streamlining infrastructure installation processes with
in
our service territory
, assessing effective means for cu
stomer communication
and more. Specifically, the l
essons
outlined in this report
include:

Our Approach to Managing PEV Grid Impact Is Meeting Our Customer Needs:
Current driving
patterns combined with PEV features also seem to minimize the impact of PEV charging
.

Using the

E
nd
C
harge

Time
Programing Feature Is Good for Our
P
EV Customers and Their
Neighbors
:
If start times are staggered and cars are charging at different times during the evening, this
minimizes grid impacts and supports system reliability
.

What Our Customers Want to Know Most About
P
EVs:
Geo

targeted search engine marketing has
proven cost

effective in reaching customers interested in a new PEV
.

Initial Findings Show
Early Adopters of
Battery

Electric Vehicle (
BEV
)
Technology Demonstrate
Con
sistent and Predictable Behavior:
A sample of early adopters have indicated that a
ny

range
anxiety

ha
d
been eliminated
after
driving
their
new
BEV over time
.

Multi

Unit Residents May Face Complex Challenges:
Fewer than 5 percent of building owners or
con
dominium associations are even considering installing the necessary infrastructure
.

SCE and the Cities We Serve Are Charged Up and Ready to Go:
Virtually all of the 180 cities in SCE’s
service territory are committed to helping their residents plug in by s
treamlining permitting processes and
building infrastructure
.
Within SCE’s culture of continuous improvement, we believe these lessons learned will enhance our ability to
become an even better resource for the integration of PEVs into the transportation system.
Page
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