ENERGY VOICES: BUILDING INVESTOR CONFIDENCE IN EVS
35% rise in global deliveries of EVs in the first half of 2023
22% rise in global deliveries of EVs in the first half of 2024
1 IN A CHALLENGING MARKET, INVEST IN BRAND
2 BE PREPARED TO EVOLVE
3 CRAFT A VISION TO PROVIDE STRATEGIC CLARITY Responding and reacting to shifting dynamics without a clear long-term vision can confuse the market about your business’s direction. Crafting and communicating a clear vision for the future is essential. Originally focused on building its charging infrastructure, Blink has since expanded its operations to include a wide range of charging solutions for residential, commercial, and public use. Though mission is to “make EV charging more accessible to everyone”. Meanwhile, Irina Davydenko, CMO at L-Charge, notes the power a clear brand vision can wield when it comes to investment. The business, which focuses on mobile ultra-fast chargers powered by alternative fuels, recently secured $8 million of Series A funding. As L-Charge prepared for investment rounds, it leveraged its identity to present a clear, unified vision to investors. Ensuring that all stakeholders were aligned around its core mission was vital in building trust. She adds: “Our mission was always clear: make all cars in the world electric. It sounds idealistic, but when you have a clear mission like that, investors see that your story has purpose—and that’s what gives them confidence.” it has been quick to adapt to changing circumstances, Coe stresses the importance of having a North Star to guide decisions and build investor confidence in its ability to navigate challenges. Blink’s overarching
When growth slows and businesses cut back, brand is often one of the first budgets to face the chop. But for those hoping to win over investors, neglecting brand is a mistake. Sultana Rahman, Head of Marketing at Sevadis, one of the UK’s leading EV charging solution providers, says charging infrastructure is a hyper- competitive space, and for investors, it can be difficult to separate the wheat from the chaff. Investing in a strong, differentiated brand is crucial. “If we stopped investing in Sevadis as a brand, we’d just become another name on a spreadsheet. There are so many competitors out there, and without our brand, we’d struggle. Brand keeps us visible and trusted,” she says. Even through strategic adaptation in recent years, Rahman advocated for Sevadis to continue building its brand. Giovanni Rossi, Director of Global Marketing Communications at Electra Vehicles, agrees. Founded in 2015, Electra Vehicles is an industry leader in AI software for improved battery lifetime, range, and safety. While marketing campaigns can yield short-term results, brand trust secures investor confidence over time. Electra invests heavily in positioning itself as a credible leader in electrification, while focusing on the reliability of its technology. “Brand building is a long-term endeavor,” he says. “It’s about positioning yourself as a trustworthy company. Just like a friend’s recommendation, brand trust takes time to build, but once established, it helps to secure business and investor confidence.”
The EV landscape is constantly evolving—whether it’s due to emerging technologies, government policies, or customer demands. Investors want to see that your business can remain agile and responsive. Sevadis had to pivot several times in response to market fluctuations, from adjusting pricing models to adapting its messaging. For instance, the
delay of the UK’s petrol and diesel ban to 2035 affected demand, so the business shifted its focus towards educating customers about the long-term benefits of installing EV infrastructure now. In an uncertain market, this proactive approach helps maintain confidence
20 % decrease in combined market capitalization of pure play EV carmakers, relative to 2022.
among all stakeholders, Rahman explains. Staying on top of rapid change is easier said than done. Sevadis conducts regular customer interviews to understand what clients need and continually adjusts its communication strategies to ensure the brand remains relevant. US-based Blink Charging takes a similar approach. Founded in 2009, the brand uses the framework of ‘Listen, Learn, Lead’ as its guiding principle when engaging with stakeholders, says Head of Public Relations and Corporate Communications, Nipunika Coe. “Our strategy is simple: listen to our customers, learn from what they tell us, and lead with action,” she explains. “It’s how we stay agile and ensure our brand is always aligned with market demands.”
24 Brandpie Energy - Issue 2
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