HTUF: New Directions2013 Goals & Refreshed Strategy

Industry WebinarJan 30, 2013

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HTUF Brand PromiseWe bring stakeholders together to accelerate commercialization of

high-efficiency technologies for the military and commercial truck and

vehicle markets.

HTUF Brand Promise• We help accelerate commercialization of high-

efficiency technologies into the commercial vehicle market

• How do we do this? – Using proven, fleet-driven commercialization model

• Unique collaboration between OEMs, suppliers, fleets, policy makers, and other stakeholders

– Technology deployment and validation– Action-oriented industry working groups– High impact industry forums with Ride-n-Drive – Highly-targeted Policy initiatives and actions

What does the logo/acronym mean?

H = High-Efficiency (It’s not just about hybrid anymore)

T = Trucks (and other military/commercial vehicles)

U = Users (Fleets)

F = Forum (process for driving commercialization)

What is HTUF?• HTUF is primarily funded by the U.S. Army’s National

Automotive Center (NAC). This program is operated by CALSTART and brings fleets, truck OEMs, suppliers and other industry stakeholders together to ensure future product offerings are capable of meeting high-efficiency military needs.– Achieves mutually-beneficial goals of:

• Promoting and expanding commercial truck market opportunities for advanced technologies, while also

• Driving down the cost of developing new technologies for the military

Summary of 2013 HTUF Action Plan• Use Action Groups to identify and prioritize High-

Efficiency Technologies and TOP Cross-Cutting Issues• Form Working Groups around TOP Cross-Cutting Issues

and allocate HTUF resources to help industry achieve desired results

• Use Regional and Annual meetings to keep industry engaged and informed– Expand Fleet Engagement nationwide– Focus on Expanding Incentives to new states– Provide Webinars and Web content for reporting results

We need your input and feedback to get this right!

As an industry, we’ve weathered The Perfect Storm…

• Great Recession…with slow recovery• Persistent High Component Costs

– Making widespread fleet adoption difficult• Emergence of Low Cost NG and other factors…

– Incentive uncertainty…Fleet indecision– Hybrid PHEV, EV, reEV, Export Power…

• EPA 2010 consumed industry resources– now Phase 1 HD MPG implementation

It’s time for the industry to come together and solve these problems• Hybrid & EV Technologies are key enablers for a cleaner and

more secure energy future– Along with clean diesel, CNG/LNG, bio-fuels…

• Declining sales of total HEV/EV trucks have been a reality– Need to reverse market momentum New HTUF!– We can systematically identify key issues and work on solutions– “Business as Usual” not likely to trigger a reversal

• Suppliers need to hit critical volume– Internal business case…and ability to lower prices

• CALSTART Member fleets asking HTUF to engage– Utility, Telecom, Parcel, Beverage (EV, HEV, Export Power)

First Step is Feb 20 Action Group Kick-Off Meeting in Pasadena

So, how do we come together?

• We’ve been gathering your input and feedback over the past two years– Two formal surveys– Informal communications

• Several Themes have emerged:– Increased fleet/industry engagement is needed– Working Groups must be action-oriented, relevant and

timely– Scope of HTUF technologies should be more inclusive

• not just Hybrid and/or Electric– Desire for increased communications on programs,

priorities and outcomes

Lessons Learned: What have been Key Success Factors for HTUF?

• Action Oriented format– Proven, fleet-driven commercialization model

• Industry-led Working Groups (Fleets, OEMs, Suppliers)

• Focused National Event with Ride-n-Drive– Important rallying point for industry stakeholders

• Technology Deployment and Validation– Focus on specific applications (e.g., Utility & Refuse)

• Leadership of Highly Targeted Policy Initiatives– IRS Tax Credits State-level Voucher Incentives

Lessons Learned: HTUF History• Platform-based WG’s reaching their logical end-of-life

– Cross-Cutting Issues and High-Efficiency Technologies are the next focal point

• Removing Barriers and Developing Enablers

• Point of Purchase Incentives (vouchers) more effective than Tax Credits– Ongoing innovation on policy needed for max impact

• Fleet Deployment practices critical to success– Route (drive cycle), driver behavior and operations matter!

• Continuous improvement and innovation needed to ensure effective communication to industry stakeholders– Annual Meeting, Regional Meetings, Webinars, Web…

Top HTUF Goals for 2013• Increased Fleet Engagement

– Expand participation to larger number of Fleets– Create more education & marketing touch points

• Expand Voucher Incentive Programs– Add at least one new state to CA, NY and others

• Increase Industry Engagement on Key Issues– Removing Barriers & Developing Enablers to

increased adoption of high-efficiency technologies

4 Key Refinements for 2013

1. Focus on High-Efficiency Technologies2. Formation of Truck Action Groups3. Shift toward Cross-Cutting Working Groups4. Introduction of Regional Meetings

4 Key Refinements for 2013

What technologies can benefit most from HTUF’s provencommercialization model?

CNG/LNG

System Integration, Complexity and Cost

Ener

gy E

ffici

ency

Hydraulic Hybrid

Diesel

Mild HEV

Full HEVPHEV

EV

NG-reEV

reEV

Export Power

Vehicle AutomationAdvanced

Engines

Start/Stop

1. Focus on High-Efficiency Technologies

Engines Drivetrains Vehicle Infrastructure

Advanced Drivetrains

Policy

4 Key Refinements for 20132. Form Military Truck Action Group (MTAG)

and Commercial Truck Action Group (CTAG)– Broad-based engagement across industry

• Fleets, OEMs, Suppliers, Gov’t/Nat’l Lab, Policy, Academia• Identifying and prioritizing key issues, work plans and outcomes

Smaller Steering Committees will help CALSTART drive decision making

CTAG Launch on Feb 20 in Pasadena!

MTAG Kick-Off - late March in Detroit

CTAG & MTAG Engagement Points

1. Attend full-industry meetings to stay up-to-date on HTUF plans and outcomes

– Feb 20 for CTAG, Late March for MTAG (Defense OE’s…)• Feb 20 and Late March meetings planned as F2F planning forums

– Maximum capacity is 100 register early!• Webinars and Regional Meetings anticipated thru the year

– Opportunity to exert influence on issues, priority setting, scope, goals and timelines

2. Join Working Group(s) as they are formed– Small, focused teams with specific goals/timeline– Mix of F2F and Teleconference working sessions

3. Participate in Steering Committee– Criteria and structure to be shared on Feb 20

3. Shift from vehicle-based WG “Platforms” to Top Priority Cross-Cutting Issues

4 Key Refinements for 2013

• CARB Hybrid OBD• Fleet Deployment Practices• Battery Life-Cycle Costs• Expanding State Incentives• Vehicle Automation• Robust Sales Forecast Tools• Military NPD & Procurement

Strategic Focus:• Removing Barriers• Developing Enablers

HTUF Working Group HistoryWorking Group ’01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13

Utility

Parcel

Refuse

Shuttle Bus

Class 8

Construction

Telecom

Military

Ongoing

24 demo trucks fielded RFQ

Field Test

Report

RFP

KPPs

RFQ

Military Field Evaluations

5 demo trucks fielded

Only 3 existing WG’s continuing into

2013CTAG & MTAG

will help identify and launch new

WG’s

Potential Market Adoption Enablersbeyond Expanding Incentives to new states

• Energy “leasing” model– Similar to solar leasing programs

• Streamlining the value chain– Avoiding supply chain redundancies

• Moving beyond Innovators– To Early Adopter fleets

• Improving Fleet Deployment– Best Practices

Cross-Cutting Issues ScorecardHow well have we addressed these needs?

Key Industry Needs HTUF Actions/Programs To-Date

One Stop Shop for High-Efficiency Techs Previous focus on Hybrid & EV

OBD and Other Policy Influence HTUF Incentive Group

Fleet Tools for “Selling Corner Office” None

Fleet Strategies for “Deployment” Value Calculators Decision Process?

High Volume, Low Cost Channels E-Truck Task Force, Lease, Rentals

Life Cycle Cost and Residual Value Refuse Working Group Report

Electric Accessories (ePS, ePB, eHVAC) Only as support on HEV and EV projects

Battery (and other) Standards Limited

Expanding Vouchers beyond CA NY, MD, Oregon, Chicago

Market Demand & Sales Forecast 2012 Key Fleet Demand Survey

?

4 Key Refinements for 20134. Regional Meetings to expand Fleet engagement

?

– Focus on New Fleets & Incentive Programs• Ensure success of CA and NYSERDA programs• Expand CMAQ model to New States (e.g., TX, OH)

– Smaller Regional Venues to reach next tier fleets• Technology & Product Demos at Ride-n-Drives

– Regional meetings expected to identify specific issues that roll into WG’s and Annual Meeting

Regional Meeting Rationale• Analysis of past HTUF Annual Meetings shows:

– Fleets are unlikely to travel cross-country– Fleet attendance varies by region

• Rather than focus only on 1 big meeting per year– We are convinced that more fleets can and will engage if we

take the show to them!• Regional meetings will provide OEMs and Suppliers more

opportunities for high-quality interactions with Fleets– Technology & Product Showcase Forums integrated with Ride-

n-Drives will be valuable marketing opportunity greater than 1 large, single event

Summary of 2013 HTUF Action Plan• Use Action Groups to identify and prioritize High-

Efficiency Technologies and TOP Cross-Cutting Issues• Form Working Groups around TOP Cross-Cutting Issues

and allocate HTUF resources to help industry achieve desired results

• Use Regional and Annual meetings to keep industry engaged and informed– Expand Fleet Engagement nationwide– Focus on Expanding Incentives to new states– Provide Webinars and Web content for reporting results

We need your help to get this right. Join us on Feb 20, 2013!

Closing: What makes HTUF unique?• We are focused on building a clean heavy truck industry

– Much more than providing a forum for selling products & technologies• We are focused on military & commercial trucks (and vehicles)

– Unique technical, policy and market dynamics vs. PC/LT or Mass Transit• We facilitate industry partnerships and networking forums

– With special focus on synergies between military and commercial – Our Working Groups, projects, programs, and policy initiatives continue

throughout the year• CALSTART has managed >$250M of Government and Industry

funded programs over the past 20 years to accelerate clean transportation technologies for military and commercial vehicles– CALSTART’s clean transportation expertise includes >200 Person-Years

working across industry, technology, applications, validation, deployment practices, economics, policy and education/training.

Call for Action

Commercial Truck Action GroupKick-Off Meeting

• Join us in Pasadena, CA on Wednesday, Feb 20– 8:00 am to 4:00 pm at the Marriott Courtyard Old Pasadena– Register at www.htuf.org

• Introduction of Commercial Truck Action Group (CTAG)– Mission, Purpose, Structure (including Steering Committee format)– Industry feedback and discussion on CTAG and the New HTUF approach

• Open Discussion of Key Barriers and Enablers– Industry input and feedback on Top Priority Issues that should be actioned

• Down-select Process for HTUF Focus in 2013• Define Next Steps for forming new Working Groups

– Including volunteers• Visit www.htuf.org to register BONUS: CALSTART/CARB Hybrid OBD Workshop

• Tuesday afternoon, Feb 19 (1:00 to 4:00 PM PST)• CARB El Monte Field Office, Los Angeles, CA• No Cost. Register by RSVP to vochoa@calstart.org

Upcoming HTUF MeetingsMar 5-8, 2013

• US-China Clean Truck & Bus Summit Update– Report out on October 2012 Summit in Beijing– Market Opportunities in China – Shanghai Summit, October 2013

• Voucher/Incentive Updates (CA and NYSERDA)– What’s working…what’s not…how to expand to other states

• Possible CTAG Follow-Up meeting(s)– Working Group formation(s)– Steering Committee Meeting

• HTUF E-Truck Battery JumpStart Meeting– Core Fleets and Battery Suppliers (invitation only)

Location: Green Truck Summit, Indianapolis, INwww.htuf.org for more information

MTAG Kick-Off Meeting• Target Timing: Late March, 2013• Location: Detroit, MI area• Focus will be on Military OEM’s and Suppliers

interested in working more effectively with Army technology planning and procurement staff– Similar approach to CTAG Kick-Off Meeting

• Company(s) interested in Hosting this Meeting– Contact Kimberly Taylor at ktaylor@calstart.org

New York Regional Meeting• Timing: August/September 2013• Location and Host(s): TBD• Focus will be on CA and NYSERDA Incentive programs and

opportunities to expand voucher programs to other states• Fleet Deployment Practices and other fleet-related topics

– Ride-n-Drive for educating and raising awareness with new fleets– Technology and Product Showcase integrated into Ride-n-Drive

• Sponsors/Hosts who are interested in taking advantage of this unique opportunity to engage with new fleets– Contact Kimberly Taylor at ktaylor@calstart.org

We are also seeking Sponsors/Hosts to conduct additional Regional Meetings in Texas, California and the Southeast

Fall HTUF Meeting in Midwest

• Target Timing: Week of October 6, 2013 (mark your calendars!)• Location/Host(s): TBD

– Get involved by contacting Kimberly Taylor at ktaylor@calstart.org • Focus:

– CTAG/MTAG and Working Group Meetings/Report-Outs– Enhanced Ride-n-Drive with Technology & Product Showcase

• De-emphasizing the Exhibit and Conference format Goal: Fleet Engagement– Voucher/Incentive Program Updates (and expansion to other states)– Phase 2 HD MPG Rule progress– Overview of other Clean Commercial Vehicle Technologies and Programs at

CALSTART• Fuel Cell bus, Zero Emission bus• Industry-wide technology and policy road-mapping program• Commercial Construction Equipment• I-710 Zero Emission Truck Corridor program• Others…

Why make these changes?Benefits to Industry Stakeholders

Survey and industry feedback is clear:• Members want to be more engaged

– CTAG and MTAG provide path for greater engagement• Working Groups need to be more action-oriented

– Focusing on key cross-cutting issues (defined and prioritized by industry) will ensure relevance and timeliness

• Focus needs to extend beyond Hybrid and EV– High-Efficiency provides improved framework

• Members want to know more about CALSTART and HTUF programs and outcomes – increased communications– Regional Meeting format will provide more frequent connections– Webinars & Web content will provide easy access to reports

Get Involved!Kevin Beaty • kbeaty@calstart.org• (269) 217-0849Kimberly Taylor•ktaylor@calstart.org•(626) 622-6229Richard Parish• rparish@calstart.org• (303) 579-2432

Steve Sokolsky • ssokolsky@calstart.org• (510) 307-8772Tom Brotherton•tbrotherton@calstart.org•(303) 825-7550 (x1)Bill Van Amburg• bvanamburg@calstart.org• (626) 744-5650