The UI’s Tippie College of Business chapter of the American Marketing Association will host Alliant Energy’s University Challenge Case Competition with teams from four other Iowa schools, all considering new ways to address the Cedar Rapids–based utility’s goal. A panel of judges, mostly from Alliant Energy, will study the teams’ entries and may use the students’ findings as part of the company’s overall marketing plan to encourage broader use of EVs.

Besides the Tippie team, competitors represent the University of Northern Iowa, Iowa State University, Luther College in Decorah, and St. Ambrose University in Davenport. Alliant Energy is asking the teams to consider several factors that prevent electric vehicles from being more widely purchased, such as cost and availability, among other barriers. The students will also consider what factors motivated those drivers who have already purchased electric vehicles to do so.

The students will use their findings to suggest strategies Alliant Energy can use to encourage more drivers within firm’s service area to drive electric vehicles.