The Australian Electric Vehicle Association (AEVA) held its annual conference in Perth on November 3, boasting a sell-out Friday symposium and gala dinner.
This success reflected a carefully curated program, exceptional speakers and a high level of underlying interest in the EV transition. The program covered transport planning and demand, policies for affordable EVs, charging and non-car electric transport, to name a few. Most presentations will be accessible through the member portal on the AEVA website.
It was an inspired decision to invite two project officers from Norse Elbilforening (the Norwegian EV Association), Helene Busengdal and Markus Nilsen Rotevatn. Markus delivered the closing keynote presentation at the Friday conference, covering the Norwegian experience of rapid EV uptake and the policies that led them there.
Helene and Markus also ran a closed workshop for AEVA members the day before, offering a masterclass in how to grow and foster an EV association.
Garnering 120,500 members in a country with just one fifth of Australia’s population, being positioned as THE EV organisation for all commentary on EVs and being recognised by government as the most effective NGO in the country is very impressive, as were the communication skills of Helene and Markus.
Norse Elbilforening’s strategy is deceptively simple – the sole aim and mission statement is to electrify transport as quickly as possible. That’s it.
Their strategies are clearly working, as new car sales in Norway are 83% BEV, and 54% even in Finnmark province well above the Arctic Circle. The accompanying graphic shows how fleet transition transition still takes time, with BEVs still only making up 22% of all cars on the road.
The key to being the most influential NGO in Norway is that the association represents consumers, free of commercial interests. This ensures that its EV policies are consumer orientated, not always the case when policy is developed by politicians or industry.
The association gets access to government because it is consumer based and has no vested interests. This would not be the case for an organisation that was technically or commercially based, although nothing has prevented the association from accruing a huge database on EV drivers and their charging habits.
Through their annual EV survey Norsk Elbilforening know EV drivers better than anyone and can develop policy based on what drivers need rather than what an external party might think (or perhaps hope) was required.
The association also receives payment from government to maintain the main database on all EV chargers in Norway, bringing more legitimacy as a source of expertise.
The association’s income is almost entirely from membership, with a small portion from sale of data. The key to membership retention is the extensive set of membership benefits, including a roaming RFID device capable of activating all charging stations in the EU and Norway and automatically billing your account.
This single benefit has caused many fleet operators to join the association.
Other benefits for members through third parties include Norway’s cheapest roadside assistance, a 24/7 help line and discounts on various products including car insurance, car seats, accessories and hotels. The association negotiates these but makes no income from them.
A national, consistent policy from a professionalised association has allowed them to partner with EV importers who pay for the first year of membership. A membership package is on offer to every new EV buyer, taking the burden of assistance for new drivers from the OEMs and dealers.
The association is extremely active in policy development and once again takes a simple fact based approach. Policy development is done through regular conferences and annual member surveys, concentrating on what is immediately relevant; about 50% concerns charging, mainly on planning early for expansion.
Effort is prioritised to personal transport, and areas where policy is covered by others (eg buses and ferries) or where resources aren’t adequate are left alone.
Markus and Helene gave an outstanding rundown on how the association achieves policy successes. It largely stems from professionalising the association, adequate paid staff (55 employees) and the employment of extremely skilled negotiators like the Secretary-General, Christina Bu.
Policy achievements include zero registration fees and VAT for BEVs (Normally 25%, although currently under review), access to bus lanes, reduced tolls, parking and ferry charges, as well as elimination of ICE vehicles after 2025 and a zero emissions policy in public procurement.
In this policy environment, 63% of BEV buyers do so strictly on cost, rather than environmental factors. Norway’s apparent state of EV nirvana presents a compelling model for Australian electro mobility associations to emulate.
There is a pressing need in Australia for a purely consumer based EV organisation with an effective voice to government.
However, it didn’t come easily for the Norwegians and was the result of a lot of thinking and hard work from very dedicated individuals, fortunately working in a relatively rational political environment.
It also helps when the government has sovereign control over the country’s oil and gas. Just sayin’…..
Not a member of the AEVA? Join up here.