ABM_1 - Flipbook - Page 17
INTERVIEW
EASEE
There’s a lot of exciting innovation
here, but are you also seeing barriers to
uptake and understanding?
It’s always interesting to look at Norway,
because this is a country that has really
succeeded in terms of mass EV adoption
– close to 90% of all new vehicles
sold now are electric, which is pretty
impressive. In the early days, that growth
was heavily supported by Government
policy and financial incentives. But
beyond that, it really snowballed because
of the infrastructure that's available both
in the workplace, at the home, and on the
motorways. If you combine those two
things, we could really see an uplift. We
are seeing options grow in the UK, and
the fact that the second-hand market is
now gathering speed is
proof of that.
For me, we are
starting to close down
some of the initial
concerns – particularly
in the consumer sector
– around range anxiety
and that type of thing.
The easier it is for
people to charge
or have options to
charge, the more we'll
be able to overcome
that barrier.
On the fleet side, or
the larger scale side
of things, the issue is
it's a big investment
to deploy EV charging
infrastructure across
thousands of vehicles.
It really comes back to
TCO. If companies like
Easee can really prove
that the total cost of ownership is going
to benefit them over time, then it makes
that decision so much easier.
That’s why we try to talk about the
overall cost – not just of the charger
itself, but ongoing maintenance,
remote diagnostics, accurate billing.
All of these things will ultimately help
larger organisations make the decision
about the switch. In terms of the
actual availability of EVs, I don't think
there's a shortage there. There are so
many options. We're also seeing more
commercial and heavy goods vehicles.
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"
Is there appetite among UK businesses
to make the switch, despite the
potential or perceived barriers?
Is there enough support and
incentivisation to help nurture demand?
There's definitely appetite, and at least
a third of our sales are commercial
installations, if not more in the UK. We
see the segment growing. What we look
forward to is there being a more general
and common understanding of the
benefits of doing so, and that's up to us,
and to policymakers. It's also up to the
fleet operators themselves.
There is a bit of an education piece
here, of course. We will be releasing a
white-paper on this topic to help bridge
some of that understanding.
I would love to see some sort of
commitment and support for businesses,
particularly medium scale enterprises,
that perhaps don’t have the deep pockets
to make big capital infrastructure
projects happen in a reasonable
timeframe.
I would love to see some Government
support, because that could really motor
things along.
Are there any other major changes or
innovations coming down the road that
you’re working on?
One thing, which I touched on earlier, is
about reimbursement and the accuracy
of metering. That is a current standard,
but it's still quite early. We believe that
will be rolled out en masse, particularly
in the fleet and commercial environment,
because that's when the dollars really
count, especially an aggregated level.
We’re looking forward to seeing that
reach its full potential. That will require
software, infrastructure, reporting, billing,
etcetera, to really reap the benefits of
accurate metering.
Beyond that, we value innovation a lot.
Our charger has been engineered from
the inside out, and we still maintain that
philosophy. So, we're always looking
at what the next generation charging
platform looks like. Although I can't
say much about it now, it’s going to
be key for us and other Europe-based
manufacturers of charging infrastructure
to make sure we have a competitive
advantage against new entrants. i
Q4 2025 AUTOMOTIVE BUSINESS
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