1. Electromobility program ELMO
Opening the new
horizons
Jarmo Tuisk
Head of ELMO program,
KredEx

2. BACKGROUND  Started in March 2011
 Fully financed by CO2
quota sales to the
Mitsubishi Corporation
 Implemented by the Ministry
of Economic Affairs and
Communications and the
Ministry of Social Affairs
 Implementation agency:
KredEx

3. ELMO
Program overview
Advanced
charging
infrastructure
Competence
EV Grants
centers
Demo &
Car sharing Awareness
raising

4. How to bring the EVs to the market?
EV GRANTS

5. Purchase grants
• Goal: to speed up the demand for EVs
• Bring down the upfront cost of EV’s
• Grant period: 2011-2014 (December)
• Budget: more than 9 MEUR  minimum
500EVs

6. Electric vehicle grants
Applications (cumulative): number of
the EVs purchased with grants
Up to -50% 100
80
from the price for full-EV 60
Max 18 000 EUR per 40
20
car, + 1000EUR for home 0
Apr.12
Oct.11
Jan.12
Mar.12
Jun.12
Oct.12
Jan.13
Aug.11
May.12
Jul.12
Aug.12
Nov.11
Nov.12
Sep.11
Dec.11
Feb.12
Sep.12
Dec.12
charger

7. Plugin-hybrid grants
Grant rates for PHEVs
• Since November 2012
• From 7%-30% grant 35%
from upfront price 30%
25%
• Depends on battery 20%
capacity 15%
Private
Commercial
10%
5%
0%
4-8kWh 8-12kWh 12-16kWh 16-…kWh
Battery capacities

8. Applications by models
Car models
Nissan Leaf (55)
Micro-vett Fiat Fiorino EV (19)
Mitsubishi iMiev (8)
Peugeot iOn (4)
Citroen C-Zero (2)
Mia L (2)
Toyota Prius Plug-in Hybrid (1)

9. How do we achieve 100% CO2
emission free driving with the EV’s?
It’s the origin of the electricity that matters!
EV owner calculates
2 Producer puts
GOs to 3 the energy consumption
of the car per year
the market
and purchases the
4 Guarantees of Origins
Renewable energy Market of
guarantees of origins EV owner
producers
5
1 “System operator” issues System operator (Elering) maintains the
guarantees of origins (GOs) “accounts of renewable energy usage”
corresponding to
the actual No matter where you charge
production of renewable it’s always 100%
energy renewable!
System operator

10. Market development by models (EE)
Nissan Leaf
Mitsubishi iMiev Toyota Prius Plug-in Hybrid
Citroen C-Zero Renault Zoe
A Peugeot iON Volkswagen Golf Electric
BMW i3
B
Opel Ampera
C Renault Fluence ZE
Mitsubishi Outlander PHEV
J Charging options
CHAdeMO fast charging (8)
AC slow only (2) Nissan eNV200
AC Mode 3 Type 2/Type 3 (2) Reanult Kangoo ZE
LDV Peugeot Partner Electric
Combo Type 2 (2) Citroen Berlingo Electric
2010 2011 2012 2013 2014 2014+

11. The unique large scale EV infrastructure project in Europe
CHARGING INFRASTRUCTURE

12. The largest quick charging network in
Europe
Quick facts
Project start: June 2011
Installation start: June 2012
Quick chargers working: 151
Total number: 165
Operated by ABB, G4S and
Now! Innovations

13. Infrastructure development in Europe
• AC slow charging
more popular
• CHAdeMO de
facto standard in
DC quick charging
(see picture)

14. DC+AC fast charger
• DC: CHAdeMO
• AC 22kW
Type2/Mode3
• Manufacturer: ABB
• Authentication:
– RFID
– SMS
– Mobile app

15. Operating model
Private operator, selected by KredEx for 5 years
Services
Charger
Business Customer Security Asset
control and
services support services management
maintenance
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.
Owned by KredEx
Assets
Network High power
Quick Locations for Intellectual
management grid
chargers chargers property
system connections

16. Business structure
Owner and KredEx
manager
Main outsourcing ABB Estonia
partner
ABB G4S Now!
Partners Netherlands
(CRM services) (IT platform)
(quick chargers)

17. Pricing
FLEX Combi Volume
Monthly fee 0 EUR 10 EUR 30 EUR
Pay per charge 5 EUR 2,5 EUR 0 EUR
Limits No limits No limits 150kWh/
month
1,2EUR per charge
after that

18. Statistics over last 3 months
• More than 6500 charging sessions served
• More than 50MWh of energy delivered to EVs
• More than 120 customer accounts / many
with multiple RFID-cards
• Average:
– Duration of charging session: 21 minutes
– Amount of energy charged: 7kWh

19. Lessons learned
• Easier to start with single-operator model
• Finding and negotiating charging spot
locations – very difficult process
• Very difficult to change the locations after you
have build the charging spot
• Quick charging network is heavily used in
Estonia
• 24/7 customer support is essential

20. Challenge: EC proposal on charging
infrastructure development
Standards Required quantities by 2020
• AC slow • EE - 12 000 charging spots
– Type 2 connector by 2015 (1000 public chargers)
• DC fast
– Combo Type 2 by 2017
• LV – 17 000 / 2000
• Good • LT – 41 000 / 4000
– Clear push towards harmonization • Good
• Bad – Clear push towards setting up
– Unrealistic deadlines the infrastructure
– Combo is not proven technology
– Distorts the market
• Bad
– Delays EV uptake – Unrealistic targets
– No guarantees for current EV – No financial mechanism
owners backing the requirements

21. How to disseminate EV-related information to wider audience
DEMONSTRATION AND
AWARENESS RAISING

22. Demonstration fleet
507 x
FOR SOCIAL WORKERS
AROUND ESTONIA

23. Marketing plan 2012
• ELMO brand and visual identity
• Outdoor
• TV commercials
• Social media
• Online advertising
• EV tour

24. Outdoor advertising

25. Facebook

26. EV tour
• 4 cities: Tallinn, Tartu, Pärnu, Rakvere
• Daily events and demodrives with the EVs

27. Future plans for marketing
• Marketing campaigns for both 2013-2014
• Emphasis on new EV models and benefits of
owning an EV, co-marketing options
• Pro-active public relations management
• Events (“EV tours”)
• Training and “EV starter-kits”

28. Drive the EV without owning one
CAR SHARING

29. Strategy
Goals Scope
• Increase the usage of the • Limited pilot car sharing
EVs programme
• Help to overcome the main • ca 30 EVs in Tallinn and
market barriers: Tartu
– uncertainty towards the EV • 48 months with option to
technology prolong it for 24 months
– price of the car
• Full car sharing model
– Residual value of the car

30. The starting point
Strengths Weaknesses
• ELMO program has wide • Car sharing is a new service
audience (brand awareness) concept for Estonians
• The synergy with the quick • The range of the EV is
charging infrastructure limited – customers are not
• Experience with the set up familiar with that
of the quick charging
infrastructure

31. Cars
Mitsubishi iMiev Nissan Leaf
8x 16x
If we receive positive feedback from the market
we will enlarge the portfolio. We are not fixed to
those two models

32. Car sharing in Tallinn and Tartu
Hotspots: DC quick chargers + parking areas
Self-service
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
Launch: late spring 2013

33. Build the future for the EVs
DEMOCENTERS AND R&D
ACTIVITIES

34. Democenters - what they are?
• 2 centers to promote EV technology and
ELMO program
• Real-life EV simulator
• Chargers
• Technology displays
• Background information

35. Preview

36. Conclusion
• We have moved on rather fast, compared to
the rest of Europe
• You need to orchestrate a lot of stakeholder to
build up the full eco-system
• Industry is not the leader – it follows
government initiatives and incentives
• It pays off in a longer run as the change in the
transport takes very long time

37. www.estonia.eu
Questions and answers
THANK YOU!
JARMO.TUISK@KREDEX.EE