Michigan’s DTE Launches New Electric Vehicle Campaign


Detroit-based DTE Energy has announced a plan to bring electric vehicles (EVs) to more Michigan residents and businesses through its new “Charging Forward” program.

DTE will provide a rebate of up to $500 to a residential customer who purchases or leases a new or used EV, installs a qualified Level 2 charger and enrolls in a special rate beneficial for EV charging. DTE’s business customers can also receive incentives of $2,500 per port and $20,000 per charger when they install Level 2 or DC fast chargers.

“We’re thankful for the support of the Michigan Public Service Commission (PSC), as well as auto industry partners and environmental advocacy groups, all of whom share our goal of expanding EV use in Michigan,” states Camilo Serna, DTE’s vice president of corporate strategy. “Customer surveys tell us that more people are likely to use EVs if they can easily obtain chargers and feel confident that they will find locations to charge along their routes. Charging Forward will provide the infrastructure to make drivers feel more secure by removing both these obstacles.”

The program will encourage DTE customers to charge their EVs during off-peak hours, which will help spread the demand on the electric grid, the company says. The distributed demand is expected to add efficiencies to DTE’s electric distribution and put downward pressure on prices.

“Through collaborative discussions with diverse groups – including DTE, which provided thoughtful insight – the Michigan Public Service Commission was able to develop regulatory policies that will have a positive impact on the use of electric vehicles in Michigan,” says Norman Saari, PSC commissioner. “Our state’s path forward now is recognized nationwide as fair, reasonable and progressive.”

“Charging Forward is a positive step for advancing EV infrastructure in Michigan,” notes Mike Ableson, vice president of EV infrastructure at General Motors. “GM congratulates and supports the leadership demonstrated by DTE to help customers realize the benefits of EVs and reduce barriers to EV adoption.”

DTE has committed to reducing its carbon emissions at least 80% by 2040, and these environmental gains will be further advanced with increased EV adoption, the company says.

Additionally, DTE has formed partnerships in the public and private sectors to extend charging stations to public areas. As part of the Detroit Mobility Innovation Initiative, DTE will install chargers in public areas such as Detroit’s Beacon Park, with future sites under consideration. In addition, DTE has partnered with both GM and Ford in testing tools to enable EV charging features that are grid-friendly.

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