Why Micromobility Companies Need to Stop Selling Green and Start Selling Economics with Lewis Howard

Why Micromobility Companies Need to Stop Selling Green and Start Selling Economics with Lewis Howard

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Lewis Howard, co-founder of BridgeX, about the real bottlenecks in scaling micromobility for last mile delivery. Lewis explains why the hardware is no longer the hard part, and why everything around the vehicle, from charging and maintenance to insurance, financing, and route planning, is what determines whether a fleet deployment succeeds or fails. He shares how BridgeX operates as an asset-light orchestration layer, bringing together manufacturers, mechanics, financiers, and operators under a single framework to make quad bike deployments commercially viable. The conversation covers the lessons Lewis draws from the parcel locker industry, why uptime above 95% is the only metric that matters to fleet buyers, how marketing in micromobility needs to shift from green narratives to hard economics, and what urban last mile delivery will look like in five years. This is also the season finale of the eMobility Marketing Podcast. CHAPTERS (00:02) The real bottlenecks in micromobility (05:09) Working out the ownership supply chain (08:02) Why BridgeX starts with just two vehicles (10:12) What success looks like in a pilot (12:20) Safety and city infrastructure (18:43) The market underestimated the operational layer (19:09) Lessons from the parcel locker industry (22:08) Why BridgeX is an orchestration layer, not a fleet operator (27:42) What a real project looks like in practice (35:21) Marketing innovation vs. selling operational reliability (38:05) Operational trust as a competitive advantage (39:49) What micromobility will look like in five years Connect with Lewis Howard LinkedIn: https://www.linkedin.com/in/lhowardmgh Connect with BridgeX Website: https://bridgex.co Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt Connect with Nexxt Industry Website: nexxtindustry.com For inquiries/sponsoring: email: hello@nexxtindustry.com #eMobility #Micromobility #ElectricVehicles #eMobilityMarketingPodcast #LastMileDelivery #FleetManagement

Why EV Charging Companies Need to Think Like Media Brands with Diana Cwick

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Diana Cwick, marketing and operations manager at Revs and host of the Charge Talk podcast, about why EV charging companies need to stop communicating like tech companies and start thinking like media brands. Diana explains why education is still the most critical and most underused growth lever in the industry, and why making your message tangible and relatable matters far more than listing product specifications. She shares how launching Charge Talk opened unexpected doors for her personally and for the Revs brand, why short-form content is now the real entry point for any audience, and how consistent content builds the kind of authority that puts you on a buyer's shortlist before a sales conversation even starts. The conversation also covers the risks of over-relying on AI-generated content, the power of mixing up content formats, and how a podcast episode can double as a sales tool. CHAPTERS (00:02) Why education drives growth in EV charging (02:20) Who needs the most education today (03:44) Why specs alone no longer sell (05:54) What buyers actually care about (07:35) Why Diana started Charge Talk (09:34) How the podcast opened unexpected doors (12:15) What thinking like a media brand looks like in practice (13:40) Short form as the real entry point (15:27) How content builds authority and trust (18:27) Does content actually shorten sales cycles? (23:25) The biggest mistakes companies make with visibility (25:58) AI, video and the future of content in eMobility (31:09) First advice for a CEO wanting more visibility (32:33) Using your podcast as a sales tool Connect with Diana Cwick Podcast: https://www.youtube.com/@chargetalkpodcast LinkedIn: https://www.linkedin.com/in/dianacwick/ Connect with Revs Website: https://www.refuelevs.com Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt Connect with Nexxt Industry Website: nexxtindustry.com For inquiries/sponsoring: email: hello@nexxtindustry.com

How Plugsurfing Turned Specialization into a Competitive Edge with Wilhelm Henriksson

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Wilhelm Henriksson, Head of Network Strategy and Business Intelligence at Plugsurfing, about how the role of charging platforms is rapidly evolving beyond a simple roaming layer. Wilhelm shares how Plugsurfing made the strategic decision to narrow its focus to managed roaming and APIs, and why that specialization has given the company a much clearer position in an increasingly competitive market. The conversation explores what EV drivers actually care about when choosing where to charge, why price remains the top factor but loyalty is becoming a growing differentiator, and how CPOs can use campaigns, cashback mechanics, and smarter pricing to drive utilization and build brand preference. Wilhelm also looks ahead to a future where proactive, personalized charging suggestions and dynamic pricing will reshape how networks attract and retain drivers, and why making the most of existing infrastructure is the real challenge for the industry over the next three years. CHAPTERS (00:05) How the EV market has changed since 2019 (02:43) Charging platforms beyond the roaming layer (03:05) What drivers actually want when choosing a charger (06:31) Why Plugsurfing chose to specialize (09:17) Is specialization the future of the industry? (11:45) How EV drivers build charging habits (15:25) Using pricing to change driver behavior (17:01) CPO apps vs. third-party platforms (21:44) What managed roaming means for fleets (23:37) Why fleets still need a roaming partner (26:01) Cashback campaigns and utilization results (29:55) Polestar and PowerDot: influencing new EV drivers (33:01) What charging will look like in three years Connect with Wilhelm Henriksson LinkedIn: https://www.linkedin.com/in/wilhelm-henriksson-5372296b/ [https://www.linkedin.com/in/wilhelm-henriksson-5372296b/] Website: https://www.plugsurfing.com [https://www.plugsurfing.com] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring: email: hello@nexxtindustry.com

How Nano Marketing Helps You Win the Deals That Actually Matter with Stewart McKee

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Stewart McKee, eMobility Director at Ventum Associates, about Nano Marketing, a precision-focused approach designed for companies where growth depends on winning a small number of high-value strategic accounts rather than generating volume leads. Stewart explains why traditional marketing is fundamentally misaligned with enterprise sales cycles and how a different model is needed when one customer can change the trajectory of an entire business. Together, Theo and Stewart unpack how Nano Marketing works in practice: mapping buying ecosystems, influencing decision-making committees, and operating in "dark mode," a non-visible layer of influence that shapes conversations before a formal sales process even begins. The conversation covers when companies should make the shift from broad marketing to account-specific targeting, the role of network access in compressing deal timelines, and why the partnership between Nexxt Industry and Ventum Associates brings a unique combination of marketing execution and global network reach to the eMobility sector. CHAPTERS (00:04) Why traditional marketing fails enterprise sales (01:06) What Nano Marketing actually is (03:08) How it works in practice (04:29) When to shift from market share to account targeting (07:01) Nano Marketing as an additional layer, not a replacement (08:07) Dark mode: the non-visible layer of influence (10:58) Influencing the full buying ecosystem (12:34) Why network access unlocks conversations (16:41) Why now: data, AI, and deal complexity (19:49) Will enterprise marketing become more targeted? (21:57) The one mistake eMobility companies must stop making (25:33) Which companies benefit most from Nano Marketing Connect with Stewart McKee LinkedIn: https://www.linkedin.com/in/stewart-mckee/ [https://www.linkedin.com/in/stewart-mckee/] Website: https://www.ventum-associates.com [https://www.ventum-associates.com] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring: email: hello@nexxtindustry.com [hello@nexxtindustry.com]

Why Human Connection Is the Most Underrated Growth Strategy in eMobility with Elena Ciccotelli

In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Elena Ciccotelli, founder of the EVs for Everyone podcast, about why human connection has become the most powerful and most underused growth lever in the e-mobility industry. Elena argues that the era of spec sheets and environmental messaging is over, and that brands now need to sell identity, belonging, and lifestyle if they want to reach the next wave of EV buyers. She shares why the creator economy is a massive untapped opportunity for e-mobility companies, how brands like BYD, Liquid Death, and Tory Burch are winning by contributing to culture rather than just advertising in it, and why short-form content is no longer just a teaser for long-form but a product in its own right. The conversation also covers the "build it and they will come" trap that many charging operators fall into, the power of niche creator partnerships, and why human taste and authentic storytelling are at a premium in the age of AI. CHAPTERS (00:14) Why human connection sells EVs now (03:01) EV marketing is about identity, not specs (06:27) The B2B human connection in e-mobility (08:45) Treat your company like a media company (13:22) Brands that win contribute to culture (16:52) Podcasts, events, and the creator economy (18:17) The clip is now the product (22:11) Stop selling voltage, start selling a story (25:26) The Red Flats Queen lesson for EV brands (30:58) BYD's restaurant strategy in Singapore (36:22) Road trips, creators, and missed opportunities (39:06) Chinese EV brands and the influencer playbook (41:27) Build it and they will come is not a strategy Connect with Elena Ciccotelli Podcast: https://evs4everyone.com [https://evs4everyone.com]  @evs4everyone45  [https://studio.youtube.com/channel/UC5GZA1yNwQx4UEiwnSLEHag] LinkedIn: https://www.linkedin.com/in/elenaciccotelli [https://www.linkedin.com/in/elenaciccotelli] Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt [https://nl.linkedin.com/in/theoreichgelt] Connect with Nexxt Industry Website: nexxtindustry.com [http://nexxtindustry.com] For inquiries/sponsoring email: hello@nexxtindustry.com [hello@nexxtindustry.com]