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US utility DTE Energy has launched its new 'Charging Forward' initiative to improve consumer awareness on electric vehicles (EVs) and to accelerate the deployment of EV infrastructure.

The main aim is to increase the adoption of EVs in Michigan, the nation's automotive center, yet lags behind other states in EV adoption.

DTE will provide up to $500 to a residential customer who purchases or leases a new or used EV, installs a qualified Level 2 charger and enrolls in a special rate beneficial for EV charging.

Business customers will receive incentives of $2,500 per port and $20,000 per charger when they install Level 2 or DC Fast Chargers.

The programme will encourage DTE customers to charge their EVs during off-peak hours, which will help spread the demand on the electric grid.

"We're thankful for the support of the Michigan Public Service Commission as well as auto industry partners and environmental advocacy groups, all of whom share our goal of expanding EV use in Michigan," said Camilo Serna, DTE's vice president of Corporate Strategy. "Customer surveys tell us that more people are likely to use EVs if they can easily obtain chargers and feel confident that they will find locations to charge along their routes. Charging Forward will provide the infrastructure to make drivers feel more secure by removing both these obstacles."

DTE Energy has committed to reducing its carbon emissions by at least 80% by 2040.