Larry Rodriguez's story demonstrates how strong advocacy for alternative fuels and perseverance can influence the choice of viable, money-saving options in running a bus fleet. Rodriguez plans to continue using alternative fuels in the TPS fleet. Market development is all about identifying specifically what your coalition can do to stimulate fleets to purchase more AFVs. Many Clean Cities assumed the important roles of educating and disseminating information when they first got started. But time has revealed that, in most cases, coalitions and AFV advocates must do much more if they really want to get more AFVs on the road.
Market development is all about using limited resources wisely.
It means understanding what your coalitions and stakeholders need to be doing and in what order those things should be done to make AFV purchase decisions for their fleets easier. Marketing and information dissemination are also key, but using resources wisely means first being clear about those fleets that are the best candidates for AFVs and then targeting information and sales at the most promising fleets. With AFVs, it's cost, cost, cost. The third edition of the Guide is expected to be available in November 1998. AFV cheerleading isn't enough.