Increasing the Adoption of Electric Vehicles and Positioning an Energy Company


Electric vehicles are not an innovation. Integrating them in a smart grid is. However, adoption in Germany remains low; few test vehicles are on the street. One of Europe’s largest energy companies “Vattenfall” and project partner of the BMW Mini E pilot study, hired Sandra and her team to investigate how Vattenfall can contribute to increase adoption rates and to elaborate on how the energy company can be positioned as a brand in the space.


The process was structured into six phases. First, secondary analysis gave an overview on the topic and current strategies. Second, the team interviewed relevant experts from the automotive industry, politics, telecommunications and other fields. Third, primary and secondary research data was analyzed which led to a stakeholder analysis as well as to a factor analysis to investigate who and what influences the adoption of electric vehicles. Fourth, Sandra moderated a scenario workshop to bring the factor analysis into place and develop strategic options for the future of electric mobility. Fifth, strategic options were evaluated with the client and a clear vision formulated. Sixth, and last, a concrete concept for how Vattenfall could increase the adoption of electric mobility and how the energy company could be positioned and their activities branded.



Electric Mobility as a Service is designed for small and large corporations which have the intention to build sustainable and effective fleets of electric automobiles and charging infrastructure. Vattenfall has the possibility to be one of the first utility companies to leverage their existing customer base to sell Electric Mobility as a Service in Germany. Fleet drivers will increase the visibility of electric cars in the urban area and will act as multipliers. Vattenfall can be positioned as a consultant and professional partner.

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Stephanie Algermissen

Sandra Broschat

Steven Schepurek

Susann Kramer