Andreas Strand, CEO of Wattif EV, in conversation with Michael Dedieu, Managing Partner at Marguerite, on the evolving landscape of EV charging.
Questions by Michael Dedieu and answers by Andreas Strand
Q: Wattif EV, a leading full-service provider of EV charging solutions, is present in several European countries. How do these markets differ, and what challenges and opportunities do you face in each?
A: Today, we operate in six countries: Norway, Sweden, Germany, Ireland, the UK and, Austria. Each of these markets is unique, and that’s both a challenge and an opportunity. For instance, in the Nordic countries, we see relatively high electric vehicle (EV) penetration rates, which makes it easier to scale our operations quickly. Drivers there are familiar with EVs, and government support has been quite strong historically.
Markets like Germany and the UK present different characteristics. These are large, highly competitive markets where we face tough competition from well-established players from the energy sector. Many of these companies already have deep ties to the grid and vast resources, so we must be innovative and strategic in positioning ourselves.
– Our key differentiator is our ability to own and invest in the infrastructure itself and our focus on technology integration.
For example, our cloud-based systems enable us to monitor and maintain charging points remotely, ensuring our network operates efficiently with minimal downtime.
Q: Wattif has seen significant growth recently. Can you describe the company’s expansion strategy and how it has evolved?
A: Our expansion strategy has been multi-faceted. We’ve grown through organic expansion and mergers and acquisitions (M&A), where we’ve identified strategic opportunities to acquire companies that complement our vision. Each of the six markets we operate in today has been carefully chosen based on EV penetration rates, government policies, competitors, and local driving patterns.
Our strategy focuses heavily on destination charging. Unlike high-speed chargers typically found along highways, destination chargers are where people naturally spend time, such as in shopping centres, hotels, workplaces or at home. This allows EV drivers to charge their vehicles while doing their daily activities.
Looking forward, our primary focus will remain on optimising our operations and further solidifying our market position where we’re already present.
Q: How is Wattif positioning itself to handle the challenges of grid capacity, and can you explain the concept of the “flex market”?
A: Grid capacity is one of the biggest challenges for the entire renewable industry and, therefore, a challenge that the EV ecosystem faces as well. The grid is the highway for electricity, and the power lines can only carry a certain amount of electricity, depending on the dimensions. Expanding the grid requires massive capital investments, involves multiple stakeholders and takes years or decades to complete.
– As for the “flex market” concept, this is an exciting area of innovation. The electric power system relies both on capacity and balance.
It shifts the capacity of the grid to transfer energy from where it is produced to where it is used, and it depends on a balance between production and electricity use, so there’s no risk of system instability, and blackouts for instance.
The flexibility market is a way to provide value for customers who can be flexible and wait for electricity. When we charge our car at night or during the day at work, most of us can wait some extra minutes as long as the car is fully charged when we are ready to go. In this way, we can support the system’s stability and explore new business models
Q: What role does government support play in adopting EVs, and what policies do you think are most effective?
A: Government support is critical in driving EV adoption. In markets where we’ve seen rapid growth in EV usage, such as Norway, it’s mainly due to a combination of subsidies, tax breaks, and regulations that encourage consumers and businesses to switch to electric. However, as we’ve seen in Norway, the growth can stagnate when these incentives are reduced or phased out. Governments must maintain consistent policies to ensure a long-term transition to electric vehicles.
– Another critical area where government regulation is essential is mandating EV infrastructure in new buildings.
For instance, laws that require new residential and commercial buildings to include charging infrastructure can significantly boost EV adoption. Without accessible charging, people are less likely to switch to electric vehicles. In addition, governments can drive adoption by investing in public infrastructure and supporting companies like ours that are working to build the backbone of the EV ecosystem.
Subsidies are, of course, important, but equally crucial is the regulatory framework that ensures there is a robust infrastructure in place. In countries with a clear government commitment to support the EV transition, we’ve seen a far faster adoption rate, and this is where we see the most opportunity for growth.
Having said all the above, everyone – the politicians, the end users, the society at large – must understand that transition to EV bears a cost. And we need to accept it as this is the only valid way forward.
Q: You have only recently taken the position of company CEO; how do you see your role at Wattif?
A: My first months with the highly competent and agile Wattif team exceeded my expectations. We have the most experienced team in the industry within our segments.
Our company’s growth over the past few years has been impressive. My job is to maintain this momentum, optimise our strategy, and lead the company into its next development phase: transitioning it from a startup to a sustainable and profitable business, while continuing to positively impact the EV charging market.
The Wattif team will continue working with partners, customers, suppliers, regulators and authorities to develop the industry, provide the best solutions, and simplify the end-user experience.
Q: Looking ahead, what are some key trends that you believe will shape the future of the EV charging industry?
A: One of the key trends we’re seeing is the need for consolidation in the industry. The market is quite fragmented, with many smaller players trying to establish themselves. But as demand increases, there will be a push for more extensive, more efficient networks that can meet the needs of consumers at scale. We’ll see more mergers and partnerships in the coming years, and Wattif will be well-positioned to take advantage of this shift through our strategic acquisition strategy.
– Another significant trend is the focus on life cycle emissions. It’s not just about reducing emissions at the point of use but also throughout the entire supply chain—everything from the production of the vehicles and chargers to their eventual disposal.
As the green transition accelerates, consumers and governments will demand more transparency and accountability regarding the overall environmental impact of the technologies they use.
Finally, as mentioned earlier, EVs supporting the grid through concepts like vehicle-to-grid (V2G) technology will become a major trend. This will help alleviate some of the challenges related to grid capacity and allow EV owners to play an active role in the energy transition.