The eMobility Marketing Podcast – Details, episodes & analysis

Welcome to the e-Mobility Marketing Podcast! Theo sits down with Maarten Hachmang, founder of LaadpasTop10.nl and curator of one of Europe’s most trusted EV charging price databases. Together they unpack how pricing, transparency, and reliability shape brand perception for charge point operators—and why a tight, predictable tariff band outperforms “cheapest today.” Maarten explains how pricing is expectation management, why uptime beats discounts, how ad-hoc QR failures destroy trust, and why MSPs are demand engines rather than margin drains. From AFIR-driven transparency to BI tools that benchmark tariffs at site level, this episode shows CPOs how to align pricing, maintenance, and communication into a coherent, durable strategy. If you’re a CPO, EMSP, marketer, or enterprise growth leader, you’ll get a blunt playbook: mitigate extremes, publish the full cost (kWh + start + blocking + VAT), fix maintenance before marketing, and be boringly predictable. Chapters (01:27) Why Maarten built a charging price database (05:23) How pricing transparency evolved under AFIR (08:35) Direct pay vs MSPs: who drives demand (12:12) Price as brand positioning for CPOs (16:06) What drivers actually care about: location, then reliability (20:26) The Shell effect: when brand feels expensive (23:42) Why maintenance matters more than marketing (28:16) Stable energy markets shrink pricing obsession (32:16) Price mismatch: app vs invoice explained (34:40) QR failures and broken ad-hoc charging flows (40:23) How LaadpasTop10 helps EV drivers choose (43:48) The BI tool for pricing and station visibility (45:59) Why dynamic pricing needs clear rules (50:13) Be boring: mitigate extremes, build trust (52:12) Stop blaming MSPs—align and improve (53:56) Where to follow Maarten and explore more Connect with LaadpasTop10 / Maarten Website: https://laadpastop10.nl/ LinkedIn: Maarten Hachmang Hosted by Theo Reichgelt LinkedIn: ⁠⁠Theo Reichgelt⁠⁠ Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠⁠ For inquiries/sponsoring: email: hello@MassifKroo.com

Welcome to the eMobility Marketing Podcast! Theo sits down with Baycho Georgiev, Chief Marketing Officer of AMPECO, one of the world’s leading EV charging management software providers. Together they explore how AMPECO built a global B2B marketing engine powering charge point operators, utilities, and energy companies across more than 50 markets. Baycho shares how AMPECO scaled its marketing from zero to a global presence—bridging the gap between brand and demand, connecting marketing with sales, and building thought leadership that feels human. He explains why every touchpoint in B2B marketing is both a brand and demand moment, how internal ambassador programs drive trust, and why “taste” is now the most critical skill in content marketing. From defining marketing success by revenue, to mastering event strategy at the Intercharge Network Conference, Baycho reveals how to build credibility, unity, and measurable impact in a fast-growing but still maturing e-mobility industry. If you’re a CPO, EMSP, marketer, or enterprise growth leader, this episode offers a masterclass on scaling B2B marketing with precision, authenticity, and long-term vision. Chapters 00:00 The Cooperative Spirit of the EV Charging Industry 00:52 Introducing Baycho Georgiev & AMPECO’s Global Role 01:39 Building Marketing From the Ground Up 02:58 Hardware vs. Software Marketing in EV Charging 04:18 Building Trust Through Reliability & Unified Experience 07:08 Balancing Lead Generation, Brand, and Growth Stages 10:52 Brand Building Through Thought Leadership 11:45 Turning Every Team Member Into a Brand Ambassador 14:29 Content Creation: Everyone’s a Marketer Now 16:20 The Rise of Taste as a Core Marketing Skill 19:19 Measuring Success: Attribution, Revenue & Impact 22:19 Aligning Marketing and Sales Under One Goal 23:53 Event Strategy: AMPECO’s Platinum Sponsorship at ICNC 27:41 Why Events Combine Brand and Demand Better Than Any Channel 28:10 Knowing When to Invest in Sponsorships 30:28 How to Evaluate Channel ROI and Get Honest Feedback 32:13 Bringing Benchmarks From Other Industries 34:27 Defining Success Metrics & Staying Flexible 36:40 Lessons From 5 Years of E-Mobility Marketing 38:28 Collaboration and Knowledge Sharing Across Markets 39:30 Why North America Lags Behind Europe in Charging Innovation 40:30 Where to Connect With Baycho Georgiev Connect with AMPECO Website: www.ampeco.comLinkedIn: AMPECO Connect with Baycho Georgiev LinkedIn: Baycho Georgiev Hosted by Theo Reichgelt LinkedIn: ⁠Theo Reichgelt⁠ Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠ For inquiries/sponsoring: email: hello@MassifKroo.com

Welcome to the eMobility Marketing Podcast! Gideon van Dijk—CEO and co-founder of ChargeTrip—sits down with Theo to discuss why range anxiety still shapes EV adoption, how routing technology helps overcome driver insecurities, and why charging point operators (CPOs) must shift from a real estate mindset to a customer-first strategy. From guiding nearly 3 million EV routes this summer to powering routing behind major ecosystems, ChargeTrip’s data provides a unique view into how drivers choose charging stations and what keeps them loyal. Gideon explains why CPO growth often hits a ceiling, how convenience and trust outweigh price, and why one bad charging experience can lose a customer forever. If you’re a CPO, EMSP, fleet manager, or mobility marketer, this episode will show you how routing and marketing intersect to drive utilization, build loyalty, and accelerate electrification. Chapters 00:00 Range Anxiety & the EV Puzzle 01:06 What ChargeTrip Does and Why Routing Matters 03:34 Why CPO Growth Hits a Ceiling 06:19 Shifting From Infrastructure to Consumer Focus 07:46 Removing EV Driver Anxieties 10:16 Why Convenience Outweighs Cost 13:09 How Routing Works in Practice 15:28 Planning vs. Real-World Charging Behavior 17:29 Convenience, Trust & the One-Chance Rule 20:25 Turning Routing Data Into Marketing Strategy 22:33 Cost Optimization for Commercial Fleets 24:39 Right-Sizing Batteries with Data 25:54 Fleet Charging Optimization & OPEX Savings 27:53 Why Visibility Is Essential for CMOs 31:57 Marketing, Visibility & Local Trust 33:29 Retail Partnerships and Loyalty Programs 36:21 Why Retailers Will Enter the CPO Space 39:42 The Business Case for Retail-CPO Partnerships 41:24 The Biggest Mistake CPO Marketers Make Connect with Nexxt Industry Website: ⁠⁠www.nexxtindustry.com⁠⁠ Linkedin: ⁠⁠Nexxt Industry⁠⁠ Facebook: ⁠⁠Next Industry⁠⁠ Hosted by Theo Reichgelt LinkedIn: ⁠⁠Theo Reichgelt⁠⁠ Connect with Gideon van Dijk LinkedIn: Gideon van Dijk Website: www.chargetrip.com Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠MassifKroo.com⁠⁠⁠ For inquiries/sponsoring: email hello@MassifKroo.com.

Welcome to the eMobility Marketing Podcast! Duncan Forrester—former brand leader at Volvo, Polestar, Volta Trucks, Automobili Pininfarina, and McLaren—joins Theo to share his lessons on building trust, crafting narratives, and steering EV startups through today’s toughest challenges. From luxury EVs to electrified trucks and hypercars, Duncan has helped launch some of the most recognized names in mobility. His biggest insight: startups win not just by creating great products, but by proving, milestone by milestone, that they can deliver. That’s how you earn the trust of investors, suppliers, media, and customers. We cover why disruption sometimes backfires, the underused power of air pollution as a marketing message, and how policy certainty shapes mainstream adoption. Duncan also reflects on what he learned building Polestar into Tesla’s first real competitor, how to avoid confusing customers with technical jargon, and why startup life—though difficult—is far more rewarding than working in a legacy OEM. If you’re a founder, marketer, or mobility professional, this episode is a masterclass in building credibility, simplifying the EV story, and creating brands that resonate with real people. Chapters 00:00 Building Confidence & Credibility 01:06 Finding a Brand’s True Essence 02:08 Outside-In Communication & Truth to Power 03:11 Shocks Moving from OEMs to Startups 05:10 Competing with Giants & Maintaining Credibility 06:17 Lessons from Launching Polestar 08:29 Convincing Investors: Proving Ability to Deliver 10:12 When Disruption Backfires (Volta Cargo Boxes) 12:56 Air Quality as an Untapped EV Narrative 15:47 Barriers to Mainstream Adoption 18:20 Complexity of Powertrain Choices 20:45 Stop Talking Tech—Speak Customer Language 22:05 First Steps for EV Startups Today 24:06 Policy Certainty & the Role of Government 25:44 Most Proud Marketing Project 27:21 Birthday Party Argument for EVs 29:09 Startup Life Lessons & Personal Ownership 31:32 Why Everyone Should Spend Time in a Startup Connect with Nexxt Industry Website: ⁠www.nexxtindustry.com⁠ Linkedin: ⁠Nexxt Industry⁠ Facebook: ⁠Next Industry⁠ Hosted by Theo Reichgelt LinkedIn: ⁠Theo Reichgelt⁠ Connect with Duncan Forrester LinkedIn: Duncan Forrester Website: www.rocketeercars.com Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠MassifKroo.com⁠⁠ For inquiries/sponsoring: email hello@MassifKroo.com.

Welcome to the the eMobility Marketing Podcast! Scott Murphy—advertising veteran, founder of Clover, and longtime mobility innovator—joins Theo to share how marketing and brand strategy have shaped his journey from New York City mopeds to Valencia’s cycling utopia. Scott walks us through his winding path: from OpenAirplane’s universal pilot check rides, to Revel’s 7,000-strong moped fleet, to London’s cargo-bike logistics startup Finn. Now with Clover, he’s betting on a subscription-based e-bike model with unlimited battery swaps—designed to remove cost and convenience barriers keeping people from ditching cars. We dive into why startups must treat marketing as foundational, not an afterthought; how building a waiting list demonstrates traction; and why Clover invested in branding and investor-facing materials from day one. Scott also shares candid insights on his love-hate relationship with agencies, the role of mission/vision/values in shaping a company, and how early scrappy strategies can set a lasting backbone for growth. If you’re a founder, marketer, or mobility professional, this conversation is packed with lessons on building demand, aligning brand with product, and scaling ideas in a complex, fast-moving industry. Chapters 00:00 Why Agencies Waste Money 05:14 From Ads to Aviation 10:36 Launching Clover & E-Bikes 16:28 Building Brand Early 18:04 Traction & Investor Demand 24:21 Mission, Vision, Values 30:24 Startup Marketing Basics 32:53 Owned vs Paid Media 36:18 Pro Support Over DIY Connect with Nexxt Industry Website: www.nexxtindustry.com Linkedin: Nexxt Industry Facebook: Next Industry Hosted by Theo Reichgelt LinkedIn: Theo Reichgelt Connect with Scott Murphy LinkedIn: Scott Murphy Website: rideclover.com Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠MassifKroo.com⁠ For inquiries/sponsoring: email hello@MassifKroo.com.

How important is design and visuality for your eMobility brand? Tune in to the third episode of the eMobility marketing podcast with guests Valentina Franzi and Merel van Buren, the talented graphic designers from Nexxt Industry's design team! We speak about: 🎙️ Approaching design in the eMobility sector 🎨 The challenges of creating visuals for a fast-growing industry 🌍 Why great design matters for EV brands From creating recognizable brand identities to designing user-friendly apps and interfaces, we discuss the unique role of visual communication in shaping your company’s image.

Learn about the ultimate mix of marketing strategies for eMobility companies in the second episode of the eMobility Marketing Podcast.

This is the first -special ICNC24- episode of the eMobility Marketing Podcast. Discover the significance of the eMobility ecosystem and the advantages of collaboration to drive industry growth.

Welcome to the eMobility Marketing Podcast. In this episode, Theo Reichgelt speaks with Matt Teske, Founder and CEO of Chargeway, about the biggest EV adoption blocker most teams ignore: communication. Matt explains why the industry keeps talking in engineering terms (kW, kWh, amps, volts, plug types) even though most buyers just want three answers: Can I plug in here? How long will it take? Can I trust it? He shares the “road trip mistake” that made him realize the fuel experience—not the car—is where new buyers get stuck. The core problem: “250 kW” on a charger creates false expectations. If a driver plugs in and sees a lower number, they assume something is broken. In reality, charging speed changes based on the car and state of charge. Matt argues this gap between what’s promised and what’s experienced is what kills confidence. Chargeway’s response is a simple visual language: colors for plug compatibility and a 1–7 level system for charging speed that maps to real-world time. Instead of forcing people to understand charging curves, it gives drivers a clear, repeatable expectation for how long a stop will take. The conversation also covers why early-adopter language is failing mainstream buyers, why stakeholder “not invented here” thinking creates chaos, and why EV value depends heavily on lifestyle (home charging vs street parking). Matt’s bottom line: people won’t rush to buy cars that run on a fuel they don’t understand. CHAPTERS (00:00) Peak kW vs real-world speed (01:27) Why this episode is about clarity (03:13) Engineering talk turns people off (06:34) kW vs kWh: the useless debate (09:17) Are brands hiding behind jargon? (15:50) Colors + numbers as a solution (18:21) What “Level 6” means in time (22:33) Adoption stalls on fuel confusion (33:18) Benefits depend on your lifestyle (40:04) One message to the industry - Website: https://www.chargeway.net/ - App Store: https://apps.apple.com/us/app/chargeway/id1434740229 - Google Play Store: https://play.google.com/store/apps/details?id=net.chargeway.chargeway Connect with Matt Teske LinkedIn: https://www.linkedin.com/in/mteske Website: https://www.chargeway.net/ Hosted by Theo Reichgelt LinkedIn: https://nl.linkedin.com/in/theoreichgelt Connect with Nexxt Industry Website: ⁠nexxtindustry.com Production, Distribution, and Marketing By Massif & Kroo Website: https://massifkroo.com/ For inquiries/sponsoring: email: hello@MassifKroo.com

Welcome to the eMobility Marketing Podcast. In this episode, Theo speaks with Arne Meusel, Managing Director and Co-Founder of CIRRANTIC, the company behind one of the most sophisticated POI data pipelines in the e-mobility ecosystem. While most CPOs focus on pricing, campaigns, or hardware upgrades to boost utilization, Arne argues the real battle is fought much earlier: visibility. If your charging locations are not accurately represented on Google Maps, Apple Maps, in-car navigation, MSP apps, and roaming platforms, you’re effectively invisible—and drivers will not trust, choose, or return to your stations. Arne breaks down how fragmented data flows create duplicates, outdated photos, inaccurate naming, and mismatched real-time availability across platforms. He explains why CPOs often lose control of their POI data, why Google is especially difficult to manage directly, and how CIRRANTIC helps operators regain ownership of their digital footprint. The conversation goes deep into how visibility and marketing reinforce each other: once the data foundation is correct, marketing can finally work—whether that’s paid media on specific Google POIs, contextual campaigns, dynamic pricing promotions, or brand-building for new charge parks. Without that foundation, no marketing can compensate for a bad digital experience. This episode is essential for CPOs, product teams, and marketing leads who want to move from data → trust → preference → utilization, and who understand that EV charging is now a digital product as much as a physical asset. CHAPTERS (00:00) Bad POI Data, Bad Outcomes (03:00) The Visibility Challenge (06:11) How POI Data Reaches Maps (09:20) Why Direct Google Links Fail (12:05) Fixing Duplicates and Errors (15:26) CIRRANTIC’s Cleanup Process (17:46) How Drivers Choose Stations (19:49) Trust and Real-Time Accuracy (23:32) Data + Marketing Synergy (32:07) The Future of EV Charging Data Connect with Arne Meusel LinkedIn: Arne MeuselWebsite: https://cirrantic.com/ Hosted by Theo Reichgelt LinkedIn: ⁠⁠⁠⁠Theo Reichgelt⁠⁠⁠⁠ Production, Distribution, and Marketing By Massif & Kroo Website:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠MassifKroo.com⁠⁠⁠⁠⁠⁠⁠ For inquiries/sponsoring: email: hello@MassifKroo.com