This session is an open discussion about the remaining challenges in convincing consumers to make the transition to electric vehicles while focusing on an industry inflection point shifting from technology push to technology pull. When does this transition occur and what are the signposts to look for? What are the key issues facing mainstream consumers: charging, pricing, total cost of ownership (TCO), convenience, etc.? What are the various sales and marketing models that original equipment manufacturers (OEMs) are using at a dealer level accomplish this goal? How do these consumer trends vary regionally within the United States? How do they vary outside the United States?