Can automaker partnerships help utilities win EV customers?
Image credit: Kaluza
The electrification of transportation is driving the automotive and energy industries together, writes Sarah Kenny, Global Head of OEM Partnerships at Kaluza.
Seamless integration can mean smarter energy use, lower costs and more engaged customers, while disjointed efforts could slow industry progress and jeopardise net-zero targets.
A synergistic match
An Ernst & Young survey, found that 50% of consumers would turn to energy providers first to buy new energy solutions, but currently only 7% of electric vehicle drivers purchase a charger from their energy provider. Automakers on the other hand, not only dominate the attention of prospective EV customers but also enjoy greater trust, making them a powerful channel for utilities seeking to expand their offerings.
Electric vehicle (EV) customers are high value energy customers, presenting a wealth of opportunities for energy utilities that understand how to attract and retain them. The fight for these customers is intensifying and digital-first and customer-centric utilities are poised to lead in this energy market transformation.
They will need to collaborate closely with automakers need to work in order to harmoniously integrate EVs into the energy system and reap the benefits of their inherent flexibility. The first step – engaging EV customers in smart charging programmes.
The energy utility’s dilemma: Scaling new propositions
Moving beyond plucky pilots, utilities are now starting to scale smart EV propositions requiring the careful navigation of access, reliability and onboarding challenges. Strategic partnerships can make a significant dent here, particularly with automakers who serve as crucial gateways to customers.
A prime example of this synergy is OVO’s Charge Anytime, an innovative EV charging plan in the UK with tens of thousands of customers enrolled. Under this programme, EVs are being actively smart charged, i.e. software is constantly choosing the best half hours to charge the car to minimise the cost and carbon intensity. By partnering with automakers, OVO simplifies sign-ups and enhances benefits – like VW customers receiving 10,000 free miles at sign-up and a lower rate for EV charging.
Software providers like Kaluza can act as a bridge between the energy and automotive industries as they are well-placed to integrate complex technical journeys. As OVO’s cornerstone software partner, Kaluza is facilitating the unique journeys for users to sign up to Charge Anytime using advanced intelligence. The platform surfaces the relevant information not just in the utility app, but also across numerous automaker apps.
Giving utilities easy access to automakers, and a partnership playbook for success, can significantly accelerate the utility’s ability to leverage these channels effectively as they ramp up the fight for EV customers.
Enabling stellar customer experiences
Today, customers are not just consuming power but also generating it, placing them at the centre of the energy system. However, utilities aren’t typically equipped to facilitate this effectively, and their core software systems often fail to communicate effectively with new customer engagement offerings. This disjointed approach leaves a significant opportunity untapped.
Automakers and utilities are testing the effectiveness of various customer journeys, whether offboard through utility or OEM apps, or onboard via OEM infotainment systems. Success depends on ensuring interoperability and building customer trust by delivering consistent experiences, whether this be charging status updates, enrollments or savings.
Software that can access and synchronise data across multiple apps plays a crucial role in simplifying this experience for drivers, who otherwise have to switch between numerous apps; one for their EV, one for their solar panels, another for their energy account – the list can go on. Getting this right off the mark is vital for utilities as they seek to cement themselves as trustworthy providers of new services beyond just selling kilowatthours.
Forging ahead on a shared journey
Collaboration is crucial for addressing the challenges and capitalising on the opportunities presented by the energy transition. The automotive and energy sectors must recognise their shared journey with EV drivers, working together to create a seamless customer experience.
By working hand in hand, the automotive and energy industries can shape a cleaner, more efficient and customer-centric future.
Read the full blog on: https://eu1.hubs.ly/H0d0n380
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About the author
Sarah Kenny, Global Head of OEM Partnerships at Kaluza, is a senior automotive leader with over 30 years of experience. Passionate about innovation and sustainability, she drives initiatives to transform transportation through clean energy solutions and advanced technologies.
