Electric is the Answer.
Is the EV industry addressing concerns of mass-market customers?
VISION
Breakdown barriers to accelerate the shift to electric vehicles (EV's) and move beyond early adopters.
New technology must make our lives easier, and enable us to do more.
The transition has to be seamless and affordable in order for mass-market customers to move to EV's with ease.
Fast charging (> 150kw) must be accessible, reliable, and affordable in order to eliminate range anxiety and increase customer awareness and confidence about a new way to fuel.
SERVICES
For more information, please email: inquiry@evpathway.com
EV PATHWAY, LLC provides consulting and advisory services, developing go-to-market strategies that bridge silos between automakers, dealerships, vendors (hardware, software, and construction), and utilities.
What makes us unique? We stress test commonly held assumptions and EV bias, frame counter arguments, and identify optimal ROI on vehicle & charging investment strategies.
Our thought leadership enables clients to develop, assess impacts and prioritize efforts to measurably improve customer experience/satisfaction and achieve business goals.
Core competencies include:
• Management Consulting
• Strategy & Advisory
• Biz Development & Partnerships
• Regulatory & Policy Support
• Contracts, Term Sheets, and SLA's
• Network Operations
• Asset & Outage Management
• Marketing, PR, and Events
THE CHALLENGE
General perception beyond early adopters is that electric vehicles (EV’s) are less capable.
While EV's will undoubtedly offer the better choice to consumers across all segments over time, far more targeted messaging is required now to gain the attention, interest, and consideration of prospective customers!
The EV industry has used the same messaging for nearly a decade as it relates to climate policy goals, generalizations about the benefits/savings of EV's, and the supposed ease of charging.
These messages simply have not resonated with mass-market customers.
The rate and ease of a shift to EV's all depend on addressing unique customer usage characteristics to ensure that new messaging can begin to change general perception significantly.
ABOUT
Rajiv Diwan | Founder
My career began in 2005 and has spanned across E-Mobility, Energy, and Management Consulting. I bring unique insight and experience to help advance efforts across the industry and my lifelong passion for cars has only intensified with the exciting transition to EV's.
My background includes:
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Commercializing the largest Public DCFC network in NY and managing the $250 Million P&L (EVolve NY)
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DCFC (150kw - 350kw) network strategy, design and deployment
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Over a decade of experience in the areas of EV charger and utility distribution asset & outage management
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Providing thought leadership and SME on key regulatory issues such as demand charges and make-ready grid interconnection costs
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EV charging advisory to agencies including New York State Thruway, New York State DOT, NYC DOT, and MTA
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SME across privately owned light-duty vehicles, public fleets, as well as pilot efforts to launch the first electric buses in NYC
OUR PERSPECTIVE
Transportation is about freedom.
Our views start from the standpoint of the end-user and customer. Marketing, consumer education/awareness, and more marketing are needed to change perception and buying behavior.
Drivers can't possibly be expected to navigate the price variance of EV's let alone the impact of kwh, kw, SOC or temperature, elevation, and wind speed of their routes just to get on with their day.
We have a different perspective compared to many industry stakeholders regarding the immediate and market moving value of areas that often stem from early-adopter bias or from Utility centric/conceptual benefits.
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Purchase price parity won't be enough (if general perception is that EV's are less capable than gasoline vehicles)
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Charging must be fast! (150kw-350kw) and on-route charging will be of paramount importance to prospective individual and fleet buyers.
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It is simply not enough to continue messaging that home, destination, or depot charging can address charging concerns.
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Reliability of charging needs to be addressed asap. Current DCFC levels of <= 90% (often at the site, versus at the charger) aren't acceptable.
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Utility grade reliability of (99%+ at the charger) is required.
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Messaging and focus around VGI (Vehicle-grid-integration), including concepts such as V2G, have failed to articulate clear value to the actual customer who owns the vehicle. In addition, they rely upon impacting the very battery (and associated range) that customers are already extremely concerned about.
Roles, Awards, Publications
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Smart Electric Power Alliance| 2021 – Present | Co-Chair - EV Working Group. Driving thought leadership on the role of utilities by identifying business models and trends to roll out ‘smart’ charging infrastructure across light to heavy duty vehicles.
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US DOE EV Futures | 2021 | Reliability & Resiliency Committee, Contributor
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Public Utilities Fortnightly | 2019 | 40 Under 40 Rising Star
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Alliance to Save Energy | 2018 Technical Committees
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Rocky Mountain Institute eLab Accelerator | 2017 | NYC MTA Electric Bus Project Team. Supported launch of NYC’s first two electric buses. Assessed operations, financial, and carbon impact of electrifying NYC’s 5,700+ transit bus fleet.
© 2022 by EV PATHWAY, LLC.