Supporting the next wave of fleet electrification
A new chapter in clean transportation is here!
The California Clean Fuel Reward (CCFR) for medium- and heavy-duty electric trucks launched on Friday, June 26 after the California Air Resources Board, Southern California Edison, and other electric distribution utilities, industry leaders, policymakers, and key stakeholders who play a critical role in advancing clean fuel and fleet electrification efforts across the state attended a press event for the program in Long Beach.
CCFR is a significant point-of-sale price reduction for customers who buy or lease new battery-electric medium- and heavy-duty Class 2b–Class 8 vehicles for commercial use in California. Funded by California’s Low Carbon Fuel Standard (LCFS), CCFR is expected to become the largest utility Reward program for electric trucks in the country, with $250 million available this year and over $1 billion in total funding expected through 2030. By accelerating the adoption of zero‑emission technology, CCFR is designed to deliver cost savings for California fleet operators and contribute to the state’s carbon-neutrality goals.
What’s launching—and why it matters
This Program represents one of the most significant investments yet in commercial vehicle electrification:
- Over $1 billion in total funding expected through 2030 [WW2.ARB.CA.GOV]
- $250 million available in the first year alone [trucknews.com]
- Point-of-sale rewards from $7,500 to $120,000 per vehicle, based on class [ww2.arb.ca.gov]
- Available to qualifying businesses, public/government agencies, and nonprofits for commercial operations in California, subject to eligibility
The Program applies to a wide range of battery-electric commercial vehicles—from delivery vans and box trucks to Class 8 semis—helping fleets overcome one of the biggest adoption barriers: upfront cost.
More broadly, it supports California’s continued push to help reduce emissions from heavy-duty vehicles, which are among the largest contributors to local air pollution—especially near ports and freight corridors.
How the program works
CCFR operates as a point-of-sale price reduction, meaning:
- The Reward is applied directly at the time of purchase or lease
- Participating Retailers enroll in the program and apply the reward to fleet customers
- Retailers are then reimbursed through the Program
This approach simplifies the process for qualified customers while accelerating adoption—making zero-emission trucks a more immediate and accessible option for fleets.
Maritz’s role as program facilitator
Maritz’s facilitation role includes the following:
- Operate end-to-end Program systems and processes
- Enable retailer onboarding and readiness
- Support communications, education, and engagement across audiences
- Drive awareness, consideration, and adoption among fleets and partners
Our approach focuses on meeting fleets where they are—leveraging trusted industry partners, clear education, and streamlined experiences to reduce complexity and increase participation in the program.
Advancing Transportation Electrification at Scale
The launch of CCFR represents a significant milestone in the transition to zero-emission commercial transportation. Programs like this require seamless delivery, strong partnerships, and clear engagement across a complex ecosystem to reach their important goals.
Maritz brings deep experience supporting transportation electrification programs and large-scale reward programs with retailer training, digital marketing and program facilitation, helping clients design and deliver initiatives that drive participation, reduce complexity, and accelerate adoption.
Learn more about Maritz’s experience in transportation electrification and contact us to learn more.
