ABM_1 - Flipbook - Page 16
INTERVIEW
EASEE
Maybe some info about a full bleed image?
(EU) and its neighbours. We've always
had a philosophy of making our charges
future-proof. We try to anticipate what
regulations are coming across the
horizon. It doesn’t always work out, but it
means we're prepared.
On the other hand, the UK also has
some pretty good things in terms of
regulation, particularly when it comes to
areas like cyber security, that the EU is
now following.
So, developing products fit for the UK
market can give us an advantage, and it
allows us to scale up elsewhere, because
typically those standards will be followed
– or at least adapted – for other markets.
How does Easee approach its
relationships with third-parties such as
installers and retailers?
Our primary distribution model is through
electrical wholesalers in the UK. They
distribute our products through their
branches. At the end of the day, it's often
the installer that is making a decision
about which product to recommend to
the customer.
That’s usually determined by how
reliable and cost-effective it is, or what
value for money they get out of it and
how easy it is to install.
Our mission is to ensure that we're
the default choice in as many cases
as we can.
We also distribute through energy
companies and other types of retail
channels. Whatever the channel, it’s
important for us that we think of the
end user and the installer in this whole
experience.
Our mission is ‘effortless electrification’,
and that means making this transition
to EVs and green energy as effortless
as possible for installers, end users,
and fleet operators. We see so much
complexity in the whole ecosystem, but
we also see that as our job to resolve and
solve for the end users. They don't need
to deal with that complexity.
We try to provide good support to our
installer community. We provide training,
troubleshooting, and dedicated support
resources in the UK that are experts in
their fields.
The whole idea is to make it effortless.
That’s why installers keep coming
back to us.
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AUTOMOTIVE BUSINESS Q4 2025
Is being effortless key in bringing
more parties along on the journey
to net zero?
It absolutely is. I always try to think
about what it would take for my parents
to convert. They don't want to download
another app that's complicated to use, or
to have to do loads of research.
In the UK, we're kind of over the ‘early
adopter’ phase. We’re seeing secondhand EVs in the market, and that's
growing. We're also seeing fleets and
industrial companies adopt EVs, so we
are in the phase now of mass adoption.
For mass adoption, it has to be effortless.
It’s something that we pride
ourselves on, and we believe it's a
differentiator for us.
How else is Easee helping with the
push toward mass adoption?
When we’re talking about mass adoption,
making the decision and the use of the
product completely painless for the end
user is important. What does the end
user or fleet operator really want? They
want to reduce their energy bills at the
end of the day, and they don't want loads
of spreadsheets to be able to figure that
out. They just want to have confidence
that charging is being scheduled and
deployed in the most cost-effective way.
Secondary to that, what does the total
cost of ownership look like? How much
does maintenance cost? How reliable
is the product? These things all add up
and ultimately these factors can make
something effortless, or they can make
something really painful.
In terms of future-proofing the product
itself, one thing that's really important –
or will be – is bidirectional charging. It's
about utilising EVs as a form of energy
storage and supplying that energy back
to the grid when it's needed. This is a
relatively new topic, but it's something
that we've been investigating for quite
some time. We've got research and
development ongoing with some major
automotive OEMs, energy companies and
energy distribution companies to test
it. We've got real houses using it at the
moment in Norway, and I think that in
the future that that's going to become a
key part of the EV charging ecosystem.
Maybe even a prerequisite.
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