What does it take to build a successful eMobility brand? How can companies differentiate themselves in a fiercely competitive landscape? And why aren’t we talking more about air pollution? These are just a few of the topics I explored in a fascinating conversation with Duncan Forrester, a marketing and communications expert in the mobility space.
With a career spanning industry giants like Volvo, Polestar, Volta Trucks, and Automobili Pininfarina, Duncan has played a key role in launching and shaping brands that have been hugely successful in the automotive world. Now, as a Chief Communications Officer and advisor to startups in the EV space, he brings a wealth of insights on how companies can navigate this ever evolving landscape.
Duncan’s journey in the automotive world started traditionally - with BMW and Volvo - before he transitioned into the eMobility start-up world. At Polestar, he helped build a global brand that challenged the status quo, proving that electric vehicles could be both luxurious and high-performance, with a very modern and progressive approach. At Volta Trucks, he focused on electrifying commercial vehicles, emphasizing the need for safer, cleaner urban logistics. And most recently, at Automobili Pininfarina, he helped shape the image of the Battista, a ‘mindbending’ full-electric hypercar that redefines what visceral performance can be.
"No two EV startups are the same," Duncan says. "Success comes from building confidence and credibility, differentiating yourself, and knowing how to disrupt the market in a way that actually benefits your customers."
Branding in the eMobility world isn’t just about having a great product - it’s about convincing investors, customers, and entire industries that you can deliver.
"You need a great idea, but you also need to build confidence and credibility," Duncan explained. "That means showing you can execute your vision, bringing in the right talent, and securing funding. Investors don’t just buy into a product; they buy into a company’s ability to make things happen."
But differentiation is also crucial. A brand must have a clear, compelling reason for existing - whether it’s technological innovation, a unique customer experience, or solving a pain point in the market.
"Disruption is great, but only if it actually benefits your customer," he noted, reflecting on lessons learned in his career. "If the disruption makes things harder for your buyers, then it’s not really an advantage."
The real power of eMobility goes beyond just having a strong brand and an innovative product - it directly improves the lives of people in cities worldwide. While building confidence in a brand is crucial, the tangible impact of EVs on air quality is one of the most immediate and compelling reasons for their adoption.
While decarbonisation and climate change are often the headline topics in electrification discussions, Duncan makes an interesting point: air pollution is an urgent and tangible crisis that doesn’t get nearly enough attention.
"Air pollution can seriously harm you and me today," he said. "We’ve seen tragic cases where city dwellers, including children, suffer from extreme pollution exposure. EVs don’t just reduce carbon footprints in the longer term - they make the air in our cities cleaner now. And yet, few eMobility brands really focus on this as a core part of their messaging."
From his time at Volta Trucks, he saw firsthand how an electric vehicle brand could resonate with the public - not just fleet buyers - by promoting air quality improvements.
Despite the momentum behind electrification, Duncan acknowledges that barriers remain, particularly around charging infrastructure, public perception, and government policy.
"The early adopters are on board," he said "But now we’re trying to convince the mainstream, and they need certainty. For consumers, is 2030 or 2035 the end of the sale of internal combustion vehicles?”
Traditionally, customers had a simple choice between petrol or diesel vehicles, and they knew exactly when and how they could refill them. Today, things are different. With multiple drivetrain options, varying charging speeds, and evolving policies, the learning curve for consumers is steeper than ever. Educating the public on EVs - how they work, where to charge, and why they’re the future - is essential to overcoming uncertainty and accelerating adoption.
“Going forwards, the perception is that it’s got a lot more complicated for buyers who aren’t experts in these technologies. Are hydrogen-powered vehicles, plug-in hybrids or EVs the most suitable technologies for a customer and the way they use their vehicles? What level of battery range is important?”
Without clear guidance, these choices can feel overwhelming, making it harder for consumers to confidently make the switch. Addressing this uncertainty isn’t just about technology - it’s about providing simple, reliable information that helps people understand the benefits of going electric and how it fits into their daily lives. Duncan continues:
“People need clear, simple messaging, and they especially need confidence in the infrastructure. And for the motor manufacturers, they are working with quotas for the number of EVs versus internal combustion cars they can sell annually, and punitive fines of many thousands of pounds for every combustion engine vehicle that gets sold outside the quota. So they need certainty from policy makers on the regulations, and they need purchasers who are educated and motivated to buy electric vehicles."
And that’s where marketing and communications plays a crucial role. "It’s not about selling a car, it’s about selling a future. It’s about making EVs the obvious, easy choice. And that’s a challenge we, as marketers in eMobility, have to solve."
Talking to Duncan was a masterclass in brand-building, industry insights, and the real challenges facing eMobility. From hypercars to commercial trucks, and startups to legacy automakers, he’s seen it all - and his perspective is invaluable for anyone working in this space.
As we wrapped up, Duncan left me with a thought that stuck:
"We are at a stage now where one in five cars in the UK is electrified. But we’re still in the early adopter phase. The real challenge is bringing the mainstream onboard - convincing people who aren’t naturally inclined to go electric. Natural human behaviour, and the easiest thing to do is nothing - to stick with what we know. But if we do nothing, climate change keeps getting worse, cities stay polluted, and all the challenges we know exist today will only get worse. It’s up to all of us - manufacturers, start-ups, policymakers, and marketers - to educate, innovate, and push forward."
This really resonates because it highlights the fact that, in the eMobility industry, each of us has a crucial role in accelerating the shift to electrification, contributing to a cleaner, healthier world - both now and for future generations.
At Nexxt Industry, we understand the unique challenges faced by eMobility companies. Our expertise lies in helping eMobility companies, whether they are established brands or start-ups, to navigate the complexities of market education and adoption. As Duncan points out, “Market education is probably the single biggest activity that we need to be doing right now.”
By supporting these brands, we’re helping to shape a future where EV charging is no longer a barrier but a seamless part of everyday life.
At Nexxt Industry, we offer eMobility marketing services with a decade of industry experience for companies who work across the entire sector. With us, you instantly add years of eMobility marketing experience to your eMobility marketing team.
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