Innovation Review on EV Charging

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Silicon Valley, California, March 14, 2025/Meeting Recap/ The Cleantech Council, in conjunction with the Autotech Council, led a meeting focused on the critical and rapidly evolving landscape of EV Charging. The transition to electric vehicles is no longer a distant future but a growing reality, and with this shift comes the paramount need for robust, reliable, and user-friendly charging infrastructure. The development and deployment of effective EV charging solutions are essential to overcoming range anxiety and ensuring a seamless experience for both current and future EV owners. Council Chairman, Derek Kerton, said in his opening remarks that he believes EV sales have now addressed the “early adopters” in the market, and to make the leap to the mass market, the industry must grow the offering of public charging ports to satisfy people’s fear of being stranded and to offer charging to the many people unable to charge overnight at home.

Industry reports indicate substantial growth in the EV market, with some projections estimating that electric vehicles could represent over 50% of global new car sales by 2035 (Source: Goldman Sachs). This rapid growth of EV adoption underscores the urgency and importance of addressing the challenges and opportunities within the EV charging ecosystem. The meeting, hosted by Nissan Advanced Technology at their facility in Santa Clara, CA, brought together approximately 100 attendees from various sectors of the automotive and technology industries.

The meeting featured insights from key contributors and speakers. The keynote address was delivered by Kameale Terry (CEO at ChargerHelp), who shared data, her extensive experience, and perspective on the current state of EV charging infrastructure operation and maintenance. Terry focused on having better data of charger performance and uptime as essential to the customer experience and profitability alike.

Following the keynote, a panel discussion on EV Charging brought together experts from different facets of the industry. The panelists included Winston Choe (Director, Innovation Business Development at LG Electronics), who likely discussed the role of consumer electronics and innovation in the charging space; Deidre Yiu (Senior Manager, EV Charging at Walmart), who offered insights into the perspectives and challenges of a major retail player in deploying charging solutions; and William Jameson (Sr Consultant EV Charging Strategy at Toyota Motor North America), who provided a car manufacturer's viewpoint on the strategic considerations for EV charging infrastructure. The panel collectively explored the real-world challenges in expanding the charging infrastructure and ensuring sufficient energy supply for the growing number of electric vehicles.

Several key insights emerged throughout the meeting regarding the advancement of EV charging technologies and business models:

• A recurring theme was the idea that successful EV charging should enable users to “charge where they park, not park where they charge,” emphasizing the need for convenient and integrated charging solutions in everyday locations.
• The synergy between charging stations and other businesses, such as retail outlets, food establishments, and coffee shops, was also discussed as a potential model where a lower margin charging service could act as a loss leader, driving traffic and sales to the core business.
• The technological solutions presented at the meeting appeared to be evenly split between software systems aimed at simplifying the process of finding, using, and paying for charging, and hardware innovations focused on accelerating deployment and reducing costs.
• The importance of rigorous testing of EV charging systems across various user types and vehicle models was highlighted as crucial for preventing potential issues. This testing can be conducted in real-world scenarios, specialized lab environments, and even through digital twin software.
• Furthermore, the meeting addressed the critical need for better data collection and management in the EV charging infrastructure. The sentiment was that "you can't manage what you don't measure," underscoring the necessity of connecting and monitoring charging stations and ports to effectively manage and optimize the network.
• Enhancements to the car's user interface were also suggested as a UI and visual way to provide step-by-step guidance to users at charging stations, improving the overall charging experience.
• Acknowledging the deeply ingrained habits associated with internal combustion engine vehicles, often referred to as "gasoline brain," the meeting emphasized the importance of education and empathy in facilitating the transition to electric mobility. It was also pointed out that gasoline refueling itself is not without its complexities, suggesting that the perceived ease of traditional refueling might be overstated and mostly about familiarity.

The importance of EV charging in the automotive industry cannot be overstated. The development of robust, abundant, and reliable charging infrastructure is paramount to supporting this transition and undergirding wider adoption of EVs. The ongoing standardization efforts, particularly the rise of NACS or CCS2, plug and charge, and payment simplifications aim to improve interoperability and user experience. Moreover, advancements in fast charging technology are continuously reducing charging times, making EV ownership more convenient. The evolving business models around EV charging, requires fresh solutions. “It’s not a gas station, but with chargers” – instead it’s going to be more diverse and have many new solutions (ex: workplace charging), which frankly, gasoline cannot match.

The innovators & startups addressed topics such as:

• Energy Management
• Fleet Charging
• Robotic Charging
• Interoperability Testing
• Station Management
• Off Grid
• Communications Testing
• Lamppost Chargers
• Smart Charging
• Management
• Power Conversion
• Off Grid Charging

From the immediate feedback we heard, these presentations were well-received. The Council's Innovation Review on EV Charging was a successful meeting that provided valuable insights into the current state and future direction of EV charging technologies, business models, and infrastructure development. The discussions highlighted the challenges and opportunities in creating a seamless and reliable charging experience for the growing number of electric vehicle users. The event served as an important platform for industry stakeholders to connect, share knowledge, and forge partnerships that will be crucial in driving profits in the auto industry during a transition towards electric mobility.

The Cleantech Council would like to extend its sincere gratitude to the host, Nissan Advanced Technology, for providing the venue for this important meeting. We also thank all the presenters and panel speakers for sharing their expertise and insights. All of the presentations from this meeting will be made available in the Cleantech Council’s Member Library.

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