In conversation with energy brand leaders
We interviewed senior EV leaders to discuss how they are winning investor confidence and leveraging brand for long-term success.
J ust a few years ago, the electric vehicles (EV) sector seemed unstoppable. Tesla hit a valuation of $1 trillion, traditional car companies raced to launch their own electric models, and global energy giants like Shell and EDF began snapping up startups leading on charging infrastructure. From an investor’s standpoint, there were few bumps in the road. According to the IEA’s latest Global EV Outlook report, the stocks of companies related to EVs have consistently outperformed general stock markets and major traditional carmakers since 2019. Now, however, the gears have begun to shift. EV sales continue to grow, but at a decreasing rate—global deliveries rose by 22% in the first half of 2024 compared to 35% in the first half of 2023. Supply chain disruptions, price wars, and yo-yoing government policies—combined with consumer reluctance and general economic uncertainty—have resulted in a crisis in confidence. Even Volvo, once a forerunner in EVs, has stepped back from its promise to sell only electric cars by 2030. Investors are closely monitoring these changes, and in 2023, the combined market capitalization of pure play EV carmakers fell by nearly 20% relative to 2022. BUT THE FUTURE OF EVS REMAINS BRIGHT That said, the long-term industry outlook still looks strong. While the once-unstoppable growth trajectory may have slowed, EVs aren’t going anywhere—and the winners of the future will be the businesses that can secure the financing they need today. THE QUESTION IS, HOW? For our most recent Energy Voices conversation, we spoke to marketing and corporate communications leaders from across the sector to learn how companies are navigating this market dynamic and earning the confidence of investors. And if one thing is clear, it’s that effectively leveraging brand is critical to success.
Will Bosanko Managing Partner, Brand Brandpie
Issue 2 - Brandpie Energy 23
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