The Move toward EV Trucking and Clean Fleet Services

What experiences and motivations empowered you to build a new category of EV?

In 2009, I founded Motive, a startup focused on electrifying medium-duty vehicles to reduce greenhouse gas emissions and increase energy independence. At the time, the electric vehicle industry was less mature than it is today, and I saw an opportunity to innovate in the space of software and controls necessary for electrification.

Prior to starting Motive, I was a graduate student in electrical engineering at Stanford University, and was also a fellow with the Department of Homeland Security, where my passion for energy independence began. I was inspired by Tesla, which was just starting out at the time, and saw the potential for electrification to play a key role in reducing our dependence on fossil fuels.

As I delved deeper into the complexities of vehicle technology, I realized that the shift from hardware to software was a key trend, and that there was a need for innovation in this space, particularly in the medium-duty vehicle market. These vehicles are the backbone of our economy, used to transport goods and people, and I saw an opportunity to develop the software and controls necessary to electrify them.

Initially, Motive focused on developing software and controls, but we soon expanded to providing the entire vehicle platform, including what is now known as a skateboard for medium-duty applications. Our goal is to free fleets from fossil fuels, and we continue to innovate and develop new solutions to make this vision a reality.

What are the major trends in the heavy-duty EV space?

In terms of innovative ideas to develop the electric vehicle landscape in the U.S., there are a few areas that we could focus on. Firstly, we could invest in research and development to improve battery technology, making them more efficient and cost-effective. This could also include exploring alternative materials for batteries, such as solid-state batteries, which have the potential to be safer and have higher energy density.

Another area we could focus on is improving charging infrastructure, particularly for long-haul trucks. This could involve developing more efficient and cost-effective DC fast charging solutions, as well as exploring alternative charging methods, such as wireless charging or on-the-go charging.

In addition, we could look at ways to incentivize consumers and businesses to switch to electric vehicles, such as tax credits or subsidies. We could also explore new business models, such as battery leasing or vehicle-to-grid (V2G) solutions, which would make electric vehicles more accessible and affordable.

Finally, we could invest in education and outreach programs to increase awareness and understanding of the benefits of electric vehicles, and to dispel any myths or misconceptions about them. This could include partnerships with schools, community organizations, and businesses to promote electric vehicles and encourage their adoption.

Although there are many innovative ideas and solutions that can help to develop the electric vehicle landscape in the U.S., it will take a concerted effort from industry, government, and consumers to make the transition to a cleaner and more sustainable transportation system.

How do you identify crucial strategies that can provide innovative ideas to develop the EV landscape in the U.S.?

In terms of developing an innovative strategy for fleets to transition to electric vehicles, there are a few key factors that should be considered. Firstly, fleet managers must take into account existing and upcoming government mandates and incentives, such as California’s Advanced Clean Fleets regulation and the federal tax credit for zero-emission vehicles. These factors can play a significant role in shaping a fleet’s purchasing decisions.

“The industry must continue to innovate and develop new solutions, such as pairing electric trucks with solar panels to eliminate ongoing operating expenses. Planning early and investing in research and development can also help to overcome supply constraints and capability gaps.”

Corporate sustainability mandates should also be taken into consideration. Many companies have set goals to reduce their carbon footprint and increase their use of renewable energy, and transitioning to electric vehicles can be a key part of achieving these goals.

To effectively transition to electric vehicles, fleet managers should consider starting with a pilot program, leveraging available incentives to deploy a small number of vehicles, and learning from the experience. This can help to identify any challenges or issues that need to be addressed before rolling out a larger fleet.

Planning early is equally critical, as fleet managers must consider the long-term useful life of their vehicles and plan accordingly. Waiting too long to start transitioning to electric vehicles could result in a lack of available capacity in the industry and make it difficult to meet regulatory and sustainability mandates.

All in all, an innovative strategy for fleets to transition to electric vehicles should take into account government mandates, incentives, corporate sustainability goals, and a phased approach to deployment, starting with a pilot program and expanding as lessons are learned. 

By taking these factors into consideration, fleets can effectively transition to electric vehicles and reduce their carbon footprint while also achieving their business goals.

What, according to you, are some of the challenges of the EV landscape and how to tackle those issues?

One of the biggest challenges facing the electric vehicle landscape is the supply capacity. There is currently not enough capacity in North America to meet the demand for electric trucks that are already being seen by fleets. This is a challenge that affects the entire supply chain, from batteries to vehicle bodies, and requires early planning to overcome.

Another challenge is the capability gaps that exist in the market, particularly for fleets that require vehicles to move more than a few tons. The technology is more challenging in these cases, and the market is less mature. In addition, there are still some corner cases where EVs fall short, such as emergency response applications that require 24/7 vehicle utilization or driving in extreme weather conditions.

Cost is also a challenge, as electric vehicles are generally more expensive upfront, although they have lower operating costs. This requires a shift in financing from paying a higher monthly operating expense to buying a more expensive vehicle that is less expensive to operate, which can be challenging for some fleets.

To address these challenges, the industry must continue to innovate and develop new solutions, such as pairing electric trucks with solar panels to eliminate ongoing operating expenses. Planning early and investing in research and development can also help to overcome supply constraints and capability gaps.

What would be your piece of advice for budding professionals in the industry? 

My advice for others in the EV industry would be to prioritize getting electric trucks on the road and into revenue-generating service with fleets. The learning that occurs when real vehicles are deployed in actual operations is invaluable and cannot be substituted by engineering validation or pilots alone. It’s important to be open to trying and iterating, even if everything is not perfect, and to learn from those experiences to improve and scale up deployments in a less risky manner.

Waiting for everything to be perfect before deploying vehicles is unrealistic, and it’s crucial to be proactive in learning about this new technology. Additionally, focusing on finding innovative solutions to the challenges facing the industry, such as supply capacity and cost, will also be important in advancing the EV landscape.