Electric cars have been on the market for some time now but surveys show that even in California adoption has been slow.
A new initiative called Veloz, however, hopes to change that with a multimillion dollar public awareness campaign announced Wednesday.
Auto giants are teaming up with California officials and local power utilities to launch the nonprofit, whose mission is to accelerate the mass adoption of electric vehicles in the state.
Currently California has about 350,000 electric vehicles on its roads, according to the Alliance of Automobile Manufacturers. While the rate of electric vehicle adoption significantly outpaces other states, California still has far to go to reach Gov. Brown's mandated goal of 5 million zero-emission vehicles on the road by 2030.
The Veloz membership includes 35-plus organizations, all with a stake in the transportation sector, including General Motors, Southern California Edison and the California Air Resources Board.