Accelerating the Electrification of our Mobility Infrastructure
And why customer-centric journeys will contribute to this movement
by Grady Ban
You can’t frustrate people into doing business with you or adopting new technologies
The electrification of America’s transportation infrastructure is underway, marking a significant shift from fossil fuels towards a more sustainable future driven by innovations in energy, technology, and design. This transformation is an imperative step in the battle against the devastating impacts of climate change, as approximately 20 percent of global CO2 emissions originate from the transportation sector1. Whether it’s a quick trip to the corner store or the delivery of goods across the country, the future of transportation is unmistakably electric. This future is being forged by today’s mobility innovators and brands, many of which gathered at last week’s MOVE America in Austin, TX.
Overcoming the Barriers to Electrification
The two-day MOVE America conference was a truly immersive experience, featuring presentations, discussions, and demonstrations by pioneering brands shaping the future of mobility. Every facet of the electrification infrastructure—from semiconductors and battery management systems to charging stations and municipal community initiatives—was well-represented. However, regardless of the specific products, services, or policies being discussed, a single overriding theme resonated throughout the exhibit hall: accelerating the adoption of electric mobility solutions.
Indeed, numerous barriers have slowed the widespread adoption of electric passenger and freight vehicles: limited access to raw materials, the need for more extensive charging infrastructure, and higher upfront costs, as well as concerns about “range anxiety” and calls for increasingly complex policy and regulatory compliance. While solutions to these challenges are emerging and improving through technological advancements and industry collaborations, the critical question remains: How can these organizations overcome these hurdles and promote greater customer adoption?
Accelerating Adoption with a Customer-Centric Message
I learned that the answer lies in a customer-centric approach to developing modern solutions and products. As James Fox, the Senior Vice President of North America at EVBox, highlighted during his MOVE America presentation, “You can’t frustrate people into doing business with you or adopting new technologies.” He emphasized that the key is eliminating friction in the day-to-day use of new electric mobility solutions. Ensuring that the human experience takes the lead in shaping and developing these technologies is another essential component of a customer-centric approach.
Clearly, a customer-centric mindset in solution and product development is just the beginning. Brands must also effectively communicate the business value of their solutions, articulating how their capabilities were designed and developed to meet core customer needs. The adoption of new technology hinges on the likelihood of customers recognizing new solution benefits as equal to (or greater than) their current experience. It’s incumbent upon brands to help customers envision that value through a compelling value proposition that speaks to the unique experience of the buyer.
Walking the floors of MOVE America, I was truly inspired by the multitude of brands dedicated to fostering a greener future. I felt a genuine eagerness to assist each of them in amplifying their message and expediting this transition. This year’s conference was a potent reminder that April Six is an integral piece of the electrification movement. We happily embrace our role in partnering with mobility brands to craft customer-centric value propositions and convey the transformative value they provide. Together, we can accelerate the electrification revolution and drive us to a cleaner, more sustainable tomorrow.
Do you need help in crafting a customer-centric brand? April Six can help you create the moments that matter for your customers. Contact Grady Ban to learn more.
Managing Director, April Six United States