The document outlines a campaign and pilot projects to increase electric vehicle adoption among rideshare drivers. The campaign includes raising awareness of financial benefits through a #DriverGoals social media campaign and video testimonials. Pilot projects will test a financing program to help underbanked drivers purchase used EVs and address barriers such as access to charging. The goals are to improve driver income through savings, create economic opportunities, and provide air quality and emissions reductions benefits.

1. Reach Your Driver Goals:
The TNC Campaign
Tegan Molloy, Program Manager
April 9, 2019

2. 1. Industry development
2. Policy advocacy
3. Direct consumer engagement
4. Demonstration and pilot projects
Forth’s Four Areas of Work

3. Program Goals
Increase awareness and education
around EV adoption in rideshare
Identify unique barriers to EV adoption.
Target possible interventions to support the
transition.
Establish best practices that can be used by others
around the country.
Check out: evsharedmobility.org

4. Phase 1: #DriverGoals Campaign

5. Phase 1: #DriverGoals Campaign

6. Phase 1: #DriverGoals Campaign

7. Phase 2: #DriverGoals Campaign
Jonathan Pratt Photography

8. Phase 2: #DriverGoals Campaign
Video Vignettes of Drivers
Filmed interviews with drivers sharing their goal
Will animate dream coming to life
Promote savings with driving electric
Creating more resources that help facilitate EV adoption

9. In development
Longer-term engagement through
community building with drivers
Work closely with partners to build
momentum and expand reach
Ride & drives / test drives at the
Go Forth Electric Showcase
Launch Low-income Financing Pilot
Phase 3: Shift awareness into adoption

10. Lack of access to financial
products (underbanked)
Price discrimination
Limited selection at
dealerships
Challenge:
Financial
Access to EVs

11. What if you’re
not eligible for
low-financing?

12. Option 1: Subprime Auto Loans
1 in every 5 auto loans is to a
borrower with poor credit
(600 FICO or lower)
Average cost of a subprime loan for Q4 of
2018 was 12.71%
Some rates may be as high as 29%; folks
may owe more than car is worth

13. Option 2:Short-Term Rental Market
A temporary solution
(weekly/monthly)
Expensive: up to 4x cost of traditional lease
Short-term rentals of electric cars are rare
but could help inform a next purchase
Rent-to-earn models for ride-hailing drivers

14. Designed for ride-hailing drivers
Builds upon #DriverGoals Campaign
Finance the purchase of used EVs: car is a
revenue generating asset
Navigate needs of unique set of drivers
Ability to get out of a loan if life-situation
suddenly changes
Ensure access to charging
Alternative: Forth’s “Charge Your Ride” Pilot Program

15. Increase driver net income
Financial health improved
New economic opportunities
Air quality benefits &
reduced CO2
Increased access to electric
car adoption
Desired
Outcomes

16. Thank you!
Write: TeganM@forthmobility.org

17. Four U.S. cities have joined together to demonstrate the potential for electric shared mobility services.
With funding from the U.S. Department of Energy and a team of valuable partners, “Making the Business
Case for Smart, Shared, and Sustainable Mobility Services” aims to accelerate the adoption of electric
vehicles in shared mobility applications and to establish best practices that can be used by others around
the United States. The project, led by the City of Seattle and Atlas Public Policy, brings together the U.S.
Department of Energy’s Energy Efficient Mobility Systems program and major industry stakeholders with
the cities of Seattle, New York, Portland, and Denver to test different electric, shared mobility
interventions. More information is available at www.evsharedmobility.org.
This material is based upon work supported by the
U.S. Department of Energy’s Office of Energy Efficiency
and Renewable Energy (EERE) under the Vehicles
Technologies Office (VTO) Deployment Award Number
DE-EE0008261.