A team of marketing students from the Tippie College of Business recently took first place in the Alliant Energy University Challenge Case Competition, held at the University of Iowa April 9.

Students Feng Mao, Blake Robinson, and Matt Taflinger defeated teams from UI, UNI, Iowa State University, St. Ambrose University, and Luther College in the competition to help the Cedar Rapids-based utility develop a marketing plan to encourage Alliant Energy customers to drive electric cars.

Alliant Energy asked 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 also considered what factors motivated those drivers who have already purchased electric vehicles to do so.