Germany’s VW joins with Ford to Electrify America with network of EV chargers
Reminiscent of how the iconic Beetle came ashore and revolutionized the compact car category, Germany’s Volkswagen is taking the lead in plans to electrify America – complete with a clever advertising campaign.
Aimed at popularizing electric vehicles by directly addressing the chicken or egg quandary (which comes first, omnipresent EVs or an adequate amount of charging stations?), Electrify America is the name of a VW subsidiary established in 2016 with the goal of building a vast network of readily available chargers.
Consisting of an investment of $2 billion over the next 10 years, the project initially involves installing some 3,500 fast-chargers at 800 sites in 29 metropolitan areas. Chargers are also being placed along high-traffic corridors in 45 states, including some well-traveled cross-country routes.
Included in the earmarked $2 billion build-out is a $42-million brand-neutral education and public awareness initiative entitled “Normal Now,” a whimsical EV-based adaptation of the early promotions surrounding the Beetle. And a car called the Bug was certainly pressing the boundaries of normal: What’s with the trunk in front? How do you drive home with the Christmas tree? Where’s that 1960s-era muscular horsepower?
It went on to outsell the Model T.
Thus “Normal Now” is designed to humorously introduce EVs to the vast majority of Americans who have yet to even consider this new-fangled propulsion system. The campaign draws comparisons between “new technology” of the past that is now commonplace – such as cell phones, smart watches, online dating and other societal innovations. “While it may have seemed weird at first, it’s normal now,” according to Richard Steinberg, an Electrify America senior executive.
“A large percentage of the car-buying public cite functional concerns about EVs, like range anxiety, charge time and cost, as reasons why they wouldn’t drive electric. However, the Normal Now campaign is inspired by the insight that there is actually a deeper, more emotional set of barriers standing in the way of consideration and adoption,” Steinberg points out.
“We believe that fear of change and lack of exposure to EVs in pop culture is making people view electric vehicles as too different from what they’re used to,” he says, “and therefore we are striving to normalize EVs with this latest educational campaign.”
“Yes, people scratched their heads when the flying machine, computer and cell phone were introduced, but soon after these advancements became woven into our everyday lives,” observes Mike McKay, chief creative officer at Eleven, which is the ad agency behind the initiative’s rollout. “We believe the electric car is becoming fully embraced as well, and our Normal Now campaign is a simple reminder that electric cars are here to stay.”
Installations abound already, such as a series of chargers along the Ohio Turnpike. “Our modern service plazas are the perfect place for these new charging stations,” asserts Ferzan M. Ahmed, the toll road’s executive director.
“Customers can charge their electric vehicles up quickly, and while doing so they can grab a bite to eat or a cup of coffee and get back on the road,” he elaborates. “More ultra-fast public charging stations will make EV travel on the Ohio Turnpike more convenient, whether it’s from Indiana to Pennsylvania or from New York City to Los Angeles.
Involving the aftermarket
Electrify America’s leadership team has been actively forming EV-oriented alliances, mergers and acquisitions, including a recent pact signed with Ford. As part of the agreement, future buyers of a yet-to-come, all-electric Mustang-inspired SUV will be equipped with fast charging capabilities through a FordPass app for locating and accessing the stations.
“We are committed to advancing the adoption of electric vehicles, and value forward-thinking collaborations with automakers like Ford that share a similar vision,” says Giovanni Palazzo, Electrify America’s president and CEO.
The Mustang EV SUV is expected to be capable of charging up to 47 miles in 10 minutes, “providing peace of mind for customers to be able to charge in minutes, not hours” while delivering a 300-mile running distance.
Lauding the VW organization’s “powerful public charging network and impressive plans for expansion,” Matt Stover, Ford’s EV director, explains that “as part of our $11.5 billion investment in global electric vehicles, we are always working to differentiate our offerings for customers and look forward to providing owners with a premium charging experience and convenient access to Electrify America’s comprehensive network.”
In September, over on Carroll Avenue in Takoma Park, Md., RS Automotive opened the nation’s first fully converted gas-to-electric refueling and service station for EVs.
“We are proud to be the first gas station in America to ditch oil for 100 percent electric vehicle charging,” declares owner Depeswar Doley. “We are dedicated to working towards a healthy and sustainable environment.”
The green-thinking, voltage-oriented vendor represents “a significant step in providing a ‘gas-station’-like charging experience for Maryland EV drivers and commuters in the region,” reports Matthew Wade, CEO of the Baltimore-based Electric Vehicle Institute (EVI), which assisted in setting up the enterprise’s EV charging services.
EVI also provides education for aftermarket businesses, including train-the-trainer courses covering topics such as Electric Drive Automotive Technician Training, Electric Drive Vehicle Infrastructure Training and First-Responder Electric Drive Vehicle Safety Training.
And to further promote widespread EV adaptation, in October Electrify America introduced a home charging appliance that sells for $499.
“We recognize that many of today’s EV drivers do more than 80 percent of their charging at home,” says Electrify America senior manager Nina Huesgen, noting that the added convenience factor “should help increase the appeal of EV ownership.”
A new mobile app enables users to manage their public and home charging sessions all in one place. In addition to tracking in-session charging status and reviewing charge history, they will be able to monitor the charger’s status and track overall charging data.
Additional features of the Electrify America home charger, according to Huesgen, include:
Flexible installation options: For easy installation, the L2 home charger comes with a standard NEMA 14-50 supply power plug, compatible with the 240-volt outlets commonly found in households. The unit can also be hardwired by a qualified electrician and comes with a docking station that allows for wall-mounting.
Indoors or outdoors: The home charger is equipped with a NEMA 3R enclosure, allowing it to be mounted inside or outside. A 24-foot long cable makes it easy to reach and plug into your car.
Colored light that indicates charging status: An LED color indicator makes it easy to view charging status, with a ring around the charger that lights up blue while the car is charging and turns to green when the battery is full.
Technology of the future: The home charger is equipped with Wi-Fi connectivity, which allows Electrify America to provide customers with even more data about their home charging sessions and will enable utility-demand response programs in the future.
Three-year warranty, 24-hour support: Electrify America offers a three-year warranty and 24-hour customer support.
Easy installation: Electrify America is working with Qmerit, a company that specializes in EV charger installations across the country, to deliver a seamless installation experience.
Customers can complete an online survey about their home’s electrical capacity and installation needs to help streamline the in-home installation process. They will then be provided with as many as three competitive pricing quotes from pre-certified EV charging station installers in their area.
Connecting networks
Joining existing collaborations with ChargePoint, Greenlots, SemaConnect and EV Connect, in August Electrify America and EVgo announced an interoperability agreement that further increases charging station coverage.
More than 3,000 charging devices at 1,000 stations are being brought onboard without drivers having to create new memberships, registrations or payment methods.
“As the demand for EVs continues to increase and create the need for more EV charging stations, we understand the importance of making access to public chargers as easy as possible for current and future EV drivers,” says Palazzo at Electrify America. “Connecting our two networks helps ensure EV drivers have the freedom to travel on their terms without concerns of where to charge their EV along the way.”
“EVgo is committed to cross-industry collaboration to make fast charging for EV drivers as convenient as going to an ATM,” concurs EVgo CEO Cathy Zoi. “Since 2010, EVgo has been working to provide convenient and reliable fast charging across the country, and this new partnership will help to further accelerate EV adoption by providing even more options to drivers wherever they need them most.”
