Publication Detail

Taking Charge: Establishing California Leadership in the Plug-in Electric Vehicle Marketplace



Sustainable Transportation Energy Pathways (STEPS), Plug-In Hybrid & Electric Vehicle Research Center

Download PDF

Suggested Citation:
McCarthy, Ryan W., Thomas S. Turrentine, Kevin A. Nesbitt, Joshua M. Cunningham, Josh Boone (2010) Taking Charge: Establishing California Leadership in the Plug-in Electric Vehicle Marketplace. California Plug-in Electric Vehicle Collaborative

A new industry is blooming in response to energy and environmental needs and economic opportunities. California is Taking Charge, establishing its leadership in the plug-in electric vehicle marketplace. 

California’s long history of cultural and technological innovation, particularly around automotive lifestyles, makes it well suited to lead a transition to electric-drive transportation and plug-in electric vehicles. With an eager consumer base, ongoing technology and policy leadership, and a clean electricity grid, the state is well-positioned to provide a leading example of successful plug-in electric vehicle (PEV) market growth for other regions to follow. Such a transition can help bring energy security, air quality, climate change, public health, and economic benefits to California. PEV technology is already enhancing California’s competitiveness in the global marketplace and providing for the state’s sustainable growth in the 21st Century. 

The state has an opportunity to continue demonstrating cultural leadership and capitalize on the coming PEV market. It has the economic, political, social, and technological wherewithal to shape the market, affect desired outcomes, and position itself as an economic center for PEV industries.  But developing a sustained market for PEVs in California will take concerted effort. Multiple stakeholders are already working to create a strong foundation for the PEV market. This plan leverages their ongoing and extensive activities and recommends new actions that require their coordination. Their collaboration will help California Take Charge in the global transition to PEVs. 

This plan aspires to facilitate PEV market growth so that, by the end of the decade, hundreds of thousands of PEVs are sold annually in California and the market contributes significantly to California’s ongoing economic, energy, and environmental policy objectives. Its strategic focus intends to solidify California as a technological, manufacturing, economic, and policy leader that benefits from — and shapes — the global PEV market for decades to come.