DEED advertising pays off

Central California EVA chapter gets creative in promoting ride-and-drive 

Spanish language side of the DEED event promotional notices inserted into 23,000 Manteca utility bills

The members of EAA San Joaquin Valley (EAASJV), largely held back from holding in-person events since the chapter’s founding in 2019 due to the pandemic, were determined to make their 2022 Drive Electric Earth Day event a rousing success.  

They made that happen, with over 500 Central Valley residents showing up in Manteca at the chapter’s first in-person event.  

“We were very serious about advertising,” said Dave Atherton, EAASJV president. “We shared ideas on how to do that; personally, I read a book about marketing.”

Ideas in hand, the chapter turned to fundraising to make them happen. “We wrote up a one-page summary of our plans to send to potential donors,” Atherton said. “We had a few donations from the community, but most of our funds came from a $3000 grant from Electrify America’s Normal Now.”  

A significant portion of the grant money went to printing 23,000 inserts that went out with city utility bills, with one side in English and one side in Spanish, Atherton explained. Larger signs were printed, too, volunteers from a local car club posting them at street corners around Manteca. 

DEED equity: Used EV dealer attracts diverse crowd

The chapter was also creative when it came to lining-up EV dealership participation. In addition to securing cars from private owners and the local Audi, BMW, Mercedes, and Tesla dealerships, a used EV dealer was also engaged. 

“We’re 100% used EVs and hybrids,” said Robert Beas of Beas Auto Sales, noting that he displayed a pre- owned Prius Prime, Mitsubishi Outlander, Hyundai Sonata, Chevrolet Volt, and Ford C-max plug-in hybrids at the event. 

“Everyone loved these cars,” Beas said. “They now realize that EVs are less expensive to maintain than gas-engined vehicles. With everyone hurting because of gas prices, they’re looking for a solution.”

“Used EVs are much more affordable,” he continued. “They work well for our Hispanic population, much of which is lower income.”

Although Beas did not offer test drives at the event, he did collect names of individuals interested in doing so. “We let them know they were more than welcome to our dealership, which is only 15 minutes away from the mall,” Beas said. “A number of folks made appointments and several showed up within a few days.”

Air quality matters here

The transition to EVs in the Central Valley is especially critical due to the region’s serious air pollution issues. “We’re all aware of the problem,” said Atherton, adding that it’s a personal issue for him.

“Growing up in Orange County in the 1960’s and 70’s, it seemed as if the air quality worsened every year. So all my life I was waiting for the zero emission vehicles to come around. I thought it would be internal combustion running on hydrogen, but then we found out it was electric vehicles.”

In 2007, Atherton, who has a degree in electrical engineering, began modifying his Toyota Prius by installing a Hymotion L5 module in the back of the car.  

“So that meant I had a plug-in hybrid in 2008,” he said, explaining that it wasn’t long before folks from Toyota paid him a visit. “They had hired a research firm to go talk to people who were active in alternative fuel vehicles. A group of project planners came to my house to take pictures and ask me a lot of questions.”

Dave Atherton answering questions from Toyota representatives about his DIY modified 2008 Prius.

Getting the word out

It isn’t surprising that under Atherton’s leadership, EAASJV has collaborated with the local San Joaquin Valley Air Pollution Control District.

“We’re happy to share information about incentive programs, charging stations, EVs, electric lawn equipment… whatever we can help promote,” Atherton said. “The District was a big supporter of our DEED event, too. We were fortunate to have so many incredible sponsors.”

“Our participation was 100 percent worth it,” Beas concluded about the DEED ride-and-drive. “The more we all show how these cars work, the more successful we’ll be. EVs are our future, and at that DEED event in Manteca, we were looking right into it.”