The eMobility Marketing Podcast

Theo Reichgelt
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  • Marketing
  • Updated Semiweekly

Marketing in eMobility is complex. Long sales cycles, technical products, and buyers who often know who they’ll speak to before you’re even in the picture. Theo Reichgelt speaks with founders, CMOs and commercial leaders across Europe and North America about how they approach marketing and growth. No fixed format. Just honest conversations about what works, what doesn’t, and how to build visibility in a market that’s still evolving.

  1. 5d ago

    Why Mobility Is Becoming an Advertising Business with Alex Bolt

    In this episode of the eMobility Marketing Podcast, Theo Reichgelt sits down with Alex Bolt, CEO of Admoto, to explore what happens when electric delivery fleets double as real-time media platforms. Alex draws on his background scaling AnyVan to £50m in revenue and navigating hypergrowth at Gorillas to detail how Admoto operates at the intersection of eMobility, advertising, and data. By turning delivery e-bikes into moving digital billboards, Admoto slashes rental costs for riders while giving brands an entirely new ad channel across city centers.  Theo and Alex unpack the transition from static out-of-home advertising to targeted digital performance marketing, utilizing Uber-style hexagonal mapping and anonymized Mastercard payment data to measure real-world audience impact. They dive into the messy operational realities behind hardware development, from 80-mile daily routes and London weather to screens literally catching fire during early R&D, proving why physical execution in mobility is far more complex than a pitch deck suggests.  (00:45) - The wildest e-mobility product test: setting a screen on fire (02:23) - The original Pizza Hut idea and the early patent (03:18) - Why the technology finally caught up to the vision (05:51) - The three-part business model: riders, ad tech, and data (07:24) - How the platform explores air quality and city-level data uses (08:34) - Solving the chicken-and-egg problem of riders versus advertisers (13:25) - Real-time campaign feedback within 15 to 20 minutes (16:24) - Audience planning by temperature, age band, and movement patterns (18:08) - What was hardest: physical products in uncontrolled environments (21:16) - Why trust and brand safety take time to build (25:38) - How AI could make the platform more powerful (26:34) - Smaller hexagons and faster local campaign activation (27:21) - Why mobility businesses should diversify revenue (28:18) - Expanding beyond bikes into new vehicle formats (30:01) - What needs to change in e-mobility: infrastructure and battery swapping (31:39) - How AdMoto thinks about monetizing the last mile Connect with Alex Bolt LinkedIn: https://www.linkedin.com/in/alex-oliver-bolt11/ 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 #EVMarketing #ElectricVehicles #eMobilityMarketingPodcast #NanoMarketing #EnterpriseSales

  2. Sep 7

    What 20 Years in EVs Teaches You About Scaling eMobility with Sam Clarke

    In this episode of the eMobility Marketing Podcast, Theo Reichgelt sits down with clean transport pioneer Sam Clarke to explore what two decades on the frontlines of electric transport reveals about scaling the industry. Sam reflects on his journey from operating electric motorbikes in 2002 to founding Gnewt, building the UK's largest fully electric delivery fleet, and leading national heavy transport charging initiatives. Theo and Sam unpack how practical grit often beats complex technology, highlighted by early operational hacks like using mechanical clock timers to manage a 50-vehicle fleet on limited power. They discuss leveraging four Guinness World Records for real-world EV efficiency demonstrations, the transition to massive rollouts like the Electric Freightway program, and why eliminating perceived risk matters far more than boasting about technical specs. ( 01:11) First EV experience in China ( 03:26 ) What has changed, and what hasn’t ( 05:30 ) Adoption: slower or faster than expected? ( 07:38 ) Electrifying heavy-duty vehicles at scale ( 11:00 ) The “dumbest smart charging” solution ( 16:24 ) Selling the logistics business ( 18:08 ) The first Guinness World Record ( 22:49 ) How to drive an EV efficiently ( 28:29 ) What actually drives EV adoption ( 31:59 ) Why misinformation is the biggest barrier ( 35:02 ) Thoughts on the oil industry ( 38:39 ) What one thing should change tomorrow Connect with Sam Clarke LinkedIn: https://www.linkedin.com/in/samclarke946/ 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

  3. Jun 24

    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

  4. Jun 17

    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

  5. Jun 10

    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/ Website: https://www.plugsurfing.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

  6. Jun 3

    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/ Website: https://www.ventum-associates.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

  7. May 26

    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  @evs4everyone45  LinkedIn: https://www.linkedin.com/in/elenaciccotelli 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

  8. May 12

    Why Distribution Beats Brand Awareness in the UK EV Market with Victoria Hutton

    In this episode of the eMobility Marketing Podcast, Theo Reichgelt speaks with Victoria Hutton, Fractional CMO for EV and tech startups in the UK, about what it really takes to win in one of Europe's most competitive electric vehicle markets. Victoria draws on her experience at Polestar and InstaVolt to explain why the era of broad brand awareness campaigns is over and why distribution channels are now the single most important marketing lever for any e-mobility company. She shares why entering the UK EV market today requires a sharp niche, a transparent total cost of ownership offer, and a regional-first growth strategy. The conversation covers the challenges facing charging operators, the power of community building, the right balance between performance and brand marketing, and how AI is changing the way marketing teams work and make decisions. CHAPTERS (00:02) Is the UK EV market still an opportunity? (02:01) Victoria's background: Polestar to InstaVolt (06:35) How hard is it to build a position in the UK? (10:20) Should e-mobility brands focus on education? (12:22) Where companies get their positioning wrong (18:00) Why charging operators are struggling to survive (22:13) Where to start if you build an EV company today (26:24) Go regional before going national (30:27) Bring users on the journey from day one (32:41) Best marketing channels for e-mobility (37:23) Performance vs. brand: how to balance the mix (38:54) How AI is changing marketing in e-mobility Connect with Victoria Hutton LinkedIn: https://www.linkedin.com/in/victoria-hutton 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

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Marketing in eMobility is complex. Long sales cycles, technical products, and buyers who often know who they’ll speak to before you’re even in the picture. Theo Reichgelt speaks with founders, CMOs and commercial leaders across Europe and North America about how they approach marketing and growth. No fixed format. Just honest conversations about what works, what doesn’t, and how to build visibility in a market that’s still evolving.

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