It’s summer 2008. Nissan North America’s Mark Perry is in Tennessee, trying to figure out how to launch the upcoming LEAF electric vehicle. He’s not sure where in the country to begin — until one morning he sees a news story on-line about Portland General Electric.
PGE had unveiled a newly redesigned charging station in downtown Portland and commissioned 11 more for installation around the metro area. The national news article prompted Perry to e-mail colleague Tracy Woodard: “What are they doing out there in Oregon? We have to talk to them.”
Oregon takes the lead
They called PGE’s economic development director, Charlie Allcock, who was herding his family through airport security for a long-awaited vacation.
“Charlie didn’t know anyone with a Tennessee area code,” Perry says with a laugh, “but like a pro he took the call anyway.”
Three weeks later, the two Nissan representatives were in Portland. Allcock had arranged for 17 meetings over two days with Oregon business and government leaders. The end result? An agreement with the governor’s office to create Nissan’s first alliance to launch the LEAF and charging station infrastructure in selected U.S. locations.
Launch point
The deal made Oregon an obvious candidate to partner in what is now known as the EV Project, a $98 million Department of Energy grant to ignite electric vehicles and infrastructure in the U.S.
About $20 million will be spent in Oregon, along with matching funds from businesses and local government, to roll out up to 1,000 LEAF vehicles and more than 2,000 new charging stations — including quick-charge stations in high-traffic, public locations.
Why Oregon?
Nissan was looking for locations with government support, a strong utility partner and an interested public. Oregon shone on all counts. “Oregon consumers are known for being green, progressive, early adopters,” Perry says.
State and local government and their business partners could get rolling quickly, and tax credits provided additional incentives. “A utility partner was critical to making electric vehicles workable,” Perry says. “PGE has been outstanding — they really got the whole thing running.”
Perry believes vehicle electrification isn’t a matter of if, but when. “Every car company is developing electric models,” he says. With such a strong start, he adds, Oregon’s on the fast track for a bright EV future. “Pretty soon, you’ll be saturated with charging stations.”