CALIBRATE

COALITION BUILDING & ACTIVATION

Advocating for a Pause in California’s ZEV Mandate

California’s Advanced Clean Cars II regulation required 35% of new car sales to be zero-emission vehicles (ZEVs) by 2026, climbing to 100% by 2035. The accelerated timeline risked a chaotic rollout for consumers, businesses, and California communities. Think Big built the CALIBRATE coalition to advocate for a pause in the mandate and a more practical, market-aligned path forward.

The Challenge

Regulators pushed ahead despite critical infrastructure gaps and uneven consumer demand. Independent dealers and other California businesses needed a credible, public-facing effort to demonstrate the risks of moving too fast and the need for a more thoughtful plan.

The Approach

Think Big built and activated CALIBRATE as an integrated advocacy campaign:

Opinion research: Commissioned research showing 64% of voters opposed the mandate once informed, creating political cover for the coalition and key stakeholders.
Brand & Messaging: Developed a consumer-friendly brand that conveyed balance and pragmatism, showing why California’s plan required thoughtful calibration.
Hub: Built www.CalibrateCA.com as the central campaign resource.
Coalition: Unified 50+ diverse partners, from chambers of commerce to civil justice advocates, to strengthen credibility beyond the auto industry.
Media: Combined targeted video and static digital ads with consistent earned coverage in top outlets.

The Results

In May 2025, regulators paused enforcement of the mandate. While federal action set the stage, CALIBRATE created the narrative, coalition strength, and public pressure that reinforced the case for a pause. Ultimately, certainty was restored to the marketplace and the pause in enforcement opened the door to a more achievable long-term timeline.