What’s old technology is now new technology as ongoing developments within the electric vehicle industry are putting a charge into the automotive realm with the potential of surging into the aftermarket as EVs become more popular.
Although petroleum ultimately won out as the fuel of choice, the concept of EVs dates back to the mid-1800s when they were viewed as a viable entry into the horseless carriage market. Fast-forward to today, and recent upgrades in horsepower, batteries and chargers – coupled with rising gas prices – is easing “range anxiety” and steering acceptance of EVs once again.
As with any non-mainstream fuel source being touted into the U.S. – such as propane, natural gas, etc. – there exists a chicken or egg issue: Which comes first? Motorists are reluctant to buy differing propulsion systems for fear that there won’t be enough fueling stations, energy infrastructure providers express wariness over investing in dispensers that people won’t patronize, and automakers want to make sure that an alternative model will achieve adequate sales figures when hitting the showroom floor.
And so it goes with the quest for a widespread lineup of charging stations for electric cars and trucks, known also as plug-in electric vehicles (PEVs) or battery electric vehicles (BEVs), that are currently entering the nation’s automotive arena.
“So-called ‘range anxiety’ continues to be the No. 1 reason cited by consumers who are not interested in purchasing PEVs,” says Dave Hurst, principal research analyst with Navigant/Pike Research, which has prepared several reports on the EV industry’s future. Assuming that negative public perceptions are negated, the EV sector in the U.S. is expected to annually increase by 30 percent through 2020.
“A key enabler, and a direct result, of that growth will be expanding sales of EV charging equipment,” notes Navigant/Pike senior research analyst Lisa Jerram. Yearly purchases of EVSE (Electric Vehicle Supply Equipment) in North America will grow almost tenfold, from 66,000 units sold in 2012 to 626,000 units in 2020.
“The EVSE industry is still grappling with the best way to create a viable return on investment on EVSE station deployments for site hosts – an issue that will move front and center as publicly funded EVSE deployments wind down,” Jerram says. “At the moment, there are too many players chasing this market, and this industry is likely to see some consolidation over the next year. Companies that can weather this shakeout period, however, are likely to enjoy growing demand as the market expands.”
Supplier Siemens reports that it “started writing the book” on EVs in 1905 when it produced about 50 “Electric Viktoria” cars that were used in everyday traffic as elegant hotel taxis and delivery trucks. No longer in the automaking business, the company remains in the electromobility field with the recent introduction of a solar-powered residential EVSE charger.
According to recent research by the non-profit California Center for Sustainable Energy, 56 percent of EV owners have, or are planning to have, a solar system installed at their homes in the near future.
“Some critics have noted the reduced environmental benefit from electric vehicles charged with electricity from coal or fossil-based fuels,” says Siemens’ Barry Contrael, vice president of low voltage operations for infrastructure and cities. “This concern can now be addressed and the customer can enjoy the best of both worlds – reduced fuel expense and low-cost, clean energy from solar.”
Siemens engineers are also working with Germany’s RUF Automobile on concepts for the high-end car market. They are building 10 test EVs based on the Porsche 911, focusing on modular drive trains and intelligent charging.
Flexing solar power
Tesla is cranking-up within the EV segment via a network of solar-powered charging stations, exquisite dealership facilities and a vehicle that has the automotive press raving about its performance. An exception is a reviewer from the New York Times who had a power shortage problem. Tesla co-founder and CEO Elon Musk rebutted the paper’s pan by blaming driver error after analyzing the car’s data collection points, and the dustup only seems to have sparked additional interest in the automaker’s much-saluted Model S sedan.
“Our aspiration with the Model S was to show that an electric car truly can be better than any gasoline car, which is a critical step towards the widespread adoption of sustainable transport,” says Musk in a series of announcements describing stepped-up marketing, distribution and service programs. “Nothing illustrates this more clearly than winning Motor Trend’s ‘Car of the Year’ by unanimous decision against a field of exceptional competitors.”
Based in Palo Alto, Calif., Tesla also designs and manufactures EV powertrain components for OEMs such as Toyota and Daimler. Customer deliveries of the aluminum-bodied Model S., equipped with Goodyear Eagle RS-A2 tires, began in June of 2012.
In September of last year Tesla rolled out the first installations of a solar Supercharger station network designed to self-generate more juice than is consumed by the vehicles hooked up to the units.
“This can replenish three hours of driving at 60 mph in about half an hour, which is the convenience inflection point for travelers at a highway rest stop,” says Musk. “Most people who begin a road trip at 9 a.m. would normally stop by noon to have lunch, refresh and pick up a coffee or soda for the road, all of which takes about 30 minutes.”
Tesla is establishing charging stations in high-traffic corridors across the continent, allowing EV travel from Vancouver to San Diego, Miami to Montreal, and Los Angeles to New York City. It is also slated to start installing Superchargers in Europe and Asia during the second half of this year.
“Tesla’s Supercharger network is a game-changer for electric vehicles, providing long distance travel that has a level of convenience equivalent to gasoline cars for all practical purposes,” Musk continues. “However, by making electric long distance travel at no cost – an impossibility for gasoline cars – Tesla is demonstrating just how fundamentally better electric transport can be. We are giving Model S the ability to drive almost anywhere for free on pure sunlight.”
No-pressure environment
Nearly 30 stand-alone Tesla dealerships are being established across the U.S. along with a series of specialized service centers.
“As we open locations throughout the country, our approach continues to be geared towards engaging and informing more people about Tesla and Model S and the technology behind it,” says George Blankenship, vice president of worldwide sales and ownership experience. “Customers can walk into a no-pressure environment, ask questions and engage with informative product specialists to learn more about the many advantages of going electric.”
Tesla’s showrooms boast an array of visuals, interactive displays and design studios where customers can create their own desired version of the vehicle on a large touchscreen and then view it on an 85-inch video wall.
“Our sales strategy is very different from the rest of the automotive industry – we put our stores in high foot-traffic locations so we can tell as many people as possible about Tesla’s incredible cars,” Blankenship says. “Opening our own stores allows us to ensure consumers interested in learning more about Tesla will receive an amazing customer experience from the moment they walk through the door.”
The company is currently tripling its amount of North American service centers, and by March of this year it had planned to have a facility in place within 100 miles for 90 percent of the existing customer base; 80 percent are with 50 miles. Situating the shops is made more efficient because buyers order the cars in advance.
“This makes it possible for us to open service centers where we know the highest density of Model S will be located,” explains Vice President of Global Service Joost de Vries, adding that you should “forget everything you know about service at a traditional dealership. This is different.”
New way of service
The facilities “do not look like your typical auto shop – the floors are spotless and the air is free of exhaust,” he points out.
“Moving beyond automobile service of the past 100 years means bringing service to you in a new way,” says de Vries. “In addition to making an appointment at one of our Tesla Service Centers, a mobile technician – we call them Tesla Rangers – can come to your home or office to perform an annual inspection, warranty work or almost any other work that doesn’t require a vehicle lift.”
Designed to be low-maintenance, with an EV there are no spark plugs, timing belts or oil filters to replace. The only oil needing to be changed is in the gearbox, which on average needs replacement once every 12 years, according to de Vries.
“Model S has at least a thousand fewer moving parts than a traditional car – no internal combustion engine, no transmission, no mufflers or catalytic converters – thereby lowering the chances of things breaking down or wearing out,” he says. “Thanks to regenerative braking, even brake pads will last longer on Model S than on other cars.”
In addition to annual checkups, the vehicle runs routine self-diagnostic tests on key components, and with the driver’s permission the automaker can remotely monitor functionality issues. “From time to time our service department can receive an update on how your car is performing. If a potential issue is found during self-diagnostics, Model S can alert Tesla’s service team, and a message may also pop-up in the instrument cluster to make you aware of the issue,” says de Vries.
Citing cutting edge software, he reports that ongoing improvements can be remotely facilitated via the car’s Internet connection or a Wi-Fi network.
“Similar to the ease and simplicity of updating your smart phone or laptop, you’ll be able to install enhancements to your Model S at your convenience from the comfort of your own garage,” he says.
Under development at the request of buyers is a feature that adds “creep” – the slow forward roll of an automatic transmission car when the foot is taken off the brake – that can be enabled or disabled by the driver through the car’s 17-inch touchscreen.
“We are currently working on updates that will include a speed warning that chimes when you’re having too much fun on the highway, additional stereo system settings and memory seat functionality,” says de Vries. “Some of these enhancements are the direct result of customer feedback. How many automakers will add new capabilities to your car after you’ve purchased it?
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