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Held just this past week in San Jose was the Plug-In 2008 conference; where automakers, utilities, battery manufacturers, and academics, along with plug-in advocates from all over, were all there with one goal in mind: how to figure out how to get these cars on the road in big numbers. They realize that this change isn’t going to be simple, whether needed in many ways or not. The automakers have to figure out a way to market the technology to consumers who for the most part know nothing about it. On the part of utilities, they have to develop the infrastructure that would enable millions of people without a garage to plug in their cars. And it’s up to all of them to figure out a way to make the vehicles affordable. Joe Consumer probably isn’t going to buy it if it costs as much as the Batmobile, even if it does save him on gas.

Some of the main issues tackled at the conference addressed just these concerns. First and foremost obviously being, that you have the advocates claiming how the electric cars will save the planet. Hurrah! While most of us by this point are kind of selfishly just wanting something that doesn’t cost so darn much every time we go to the gas station. Hey, this way we can save the earth and our stomachs. Win/win.

Another key note was that General Motors joined the utilities parade to make sure the cars could plug in. Realizing it wasn’t going to be easy, they are investing time and money to find a way to make it happen, and safely.  The cars have to be designed so that they are able to be recharged without taking down the neighborhood power substation.  Some of the issues to be considered are how quickly they are charged, and at what voltage and amperage. (And although GM may be betting big on electrics, it’s hedging that bet a bit by investing in cellulosic ethanol and pushing ahead with hydrogen fuel cell vehicles…hmmmm.) Another big issue that has to be addressed is allowing people to charge their vehicles in public. Not as though when you are cruising down 5th Avenue and get a little low, you can have someone toss you an extension cord out their high-rise window.  Arshad Mansoor, vice-president of EPRI’s power delivery and utilization sector, said the collaboration with GM is “critical” to addressing those issues and getting plug-in hybrids and EVs on the road in big numbers.

Intel CEO makes a grandiose call for 10 million plug-in conversions within four years. Talk about dreaming big. Andy Grove’s campaign has some shouting “Hallelujah!”, and yet others saying “How???” Put simply, his plan is by no means a small one. He must have been listening to his teacher when she told him to shoot for the stars.

And one of the last issues addressed at the conference, as with most anything, sexy sells. The manufacturers realize that while yeah, the cars might save the planet and all that, but to sell them to the consumers, they need to educate them on the technology as well as up the cars’ sex appeal. The cost factor is part of that education. Right now, Chevy is vying to lead the way into the plug-in market with the Volt, with the price tag of $35,000-$40,000 (which is about 2x the average of a standard new car). Conversion to a plug-in will run you about $10,000-$12,000.  Passionate advocates will gladly pay that much, but most others will balk, unless they are very sure they are coming out ahead. The numbers seem to say they will be. Driving a plug-in costs about a cent or two a mile as compared to 20 to 25 cents for gas. Tax breaks and other incentives will help, but don’t expect altruism to move too many cars. Although gas prices do have people ditching those SUVs for smaller cars, emotion still plays a big role for many in what they buy. According to Walter McManus, an economist at the University of Michigan Transportation Research Institute, people want a car that reflects who they are, or who they’d like to be. (yeah, you’ve all heard the line about guys who drive red sports cars, right?). Tesla Motors and Fisker Automotive are two environmentally responsible manufacturers that get this. Their cars are sexy. Their cars are cool. Yep, they are also insanely expensive, but guess what? For many, that only adds to the appeal since it makes them exclusive.  So, at the conference, they took all this into consideration and decided to make sure to apply: sexy knowledge sells.

So, the transition from pump to plug begins in earnest. It doesn’t cost me $60 to fill my tank? Sounds darn good to me.

Via [Wired]