How the EV industry can succeed where the automotive sector failed

This article originally appeared in the October'24 magazine issue of Electronic Specifier Design – see ES's Magazine Archives for more featured publications

After completing her PhD in Communication Technology, Zhang began work at Siemens, focusing on the interface between electric vehicles (EVs) and charging infrastructure. Now, at EcoG, she leads innovations in EV charging systems, working to shape the next generation of interoperability standards.

Here, she explains why she believes the EV industry can outshine traditional automotive practices for gender and generational equity.

Charging a career in e-mobility

“I grew up in an engineering family. We hadn’t really had an electrical engineer, so I thought I would ‘fill the gap’. I did my PhD in Communication Technology and started working at Siemens on the communication interface between electric vehicles (EVs) and the charging infrastructure.”

Zhang’s journey into the e-mobility sector began during her time at Siemens, where she contributed to the development of the first versions of CCS charging standards. Since then, her career has focused on system integration and the interoperability of charging systems, eventually leading her to EcoG. Now, she leads innovation in EV charging station system architecture and standardisation, with a focus on bringing next-generation standards to life.

Zhang emphasises that while there have been challenges along the way, transitioning from research into leadership wasn’t as steep a shift as one might expect.

“Previously, I worked with peers over whom I had no authority, and I had to steer them towards my proposal day in and day out. Similarly, I find that being a good leader often comes with steering the people you work with towards the goal of your team with evidence and reasoning, so the team is genuinely convinced about the direction and therefore motivated.”

Addressing gender and generational diversity

Zhang believes the EV industry has a unique opportunity to distinguish itself from the traditional automotive sector by addressing gender and generational diversity. While e-mobility remains male-dominated, she has noticed an encouraging shift towards more diverse participation. The emerging nature of the EV sector offers opportunities to reshape the workforce and build a more inclusive industry from the ground up.

“A Princeton analysis estimates that by 2030, due in large part to the Biden administration’s push for a rapid green transition, somewhere between 777,000 to 5.1 million new energy-related jobs could be created by 2030.”

Zhang sees this as a chance to build a workforce invested in a greener future, distinct from the traditional automotive industry. She believes the key to this lies in increasing the visibility of industry leaders from diverse backgrounds and forming partnerships with universities and research institutions to create a strong talent pipeline.

EV companies, Zhang explains, operate like tech firms, requiring a broad range of skills beyond engineering, such as sustainability, customer service, and interface design. This diversity opens doors for individuals from all backgrounds to contribute meaningfully to the industry. “We’re a younger industry committed to building a better future,” and positioning the EV sector as “one of the most tangible places to make an impact” is crucial for its growth.

Laying tracks for industry and consumer

Zhang acknowledges that while younger generations are drawn to sustainable technologies, barriers still prevent their full engagement with the EV sector. Price being one of the biggest obstacles.

“Without a significant second-hand market, the high upfront costs of EVs and charging infrastructure have meant that those with lower disposable incomes or practical spending patterns are priced out regardless of how passionate they are about sustainability.”

However, Zhang notes that the market is shifting, with more affordable EV models becoming available, supported by grants and incentive schemes. In addition to lowering prices, EV manufacturers are also focusing on enhancing customer experience, offering value-added services beyond the basic functionality of the vehicle.

Another barrier to consumer adoption is the knowledge gap surrounding EV technology, particularly for first-time EV owners.

“EV charging as it stands is particularly painful for those who are not involved or interested in the technology. First-time EV owners face a steep learning curve figuring out what the information they are given at public charging stations means.”

Zhang emphasises the need for EV manufacturers to improve user interfaces, simplifying the experience and making EV ownership more accessible to a broader audience, stressing that EV manufacturers need to “keep in mind that EVs are not just for the tech-savvy among us, but for everyone.”

The role of diverse teams in driving innovation

At EcoG, Zhang leads a team of more than 60 people from 20 different nationalities, a diversity she credits with fostering innovation.

“Diverse teams are vital to innovation in an industry that is still being defined. They bring different perspectives that can help address the many challenges in building a successful and inclusive industry, both for those that work in it and for the end users.”

Zhang suggests that the EV industry must focus on the human element in addition to engineering challenges – how people interact with the technology is just as important  for the future of mobility.

A collective approach to the future of mobility

Advocating for a collective approach to e-mobility, where engineers, policymakers, and other stakeholders collaborate to ensure the best outcomes for sustainability and access, Zhang comments: “A good product is one that continues to better the experience of its target audience, and the industry will benefit immensely from working with other stakeholders to lower the technological and economic barriers felt by an average driver.”

For Zhang, the EV industry has the potential to succeed where the traditional automotive sector has struggled, particularly in creating a diverse and inclusive workforce, engaging younger generations, and improving accessibility for all users. She believes the future of mobility will be shaped not just by technical advancements, but by the people who bring those technologies to life.

If the EV industry can focus on building a future that works for everyone, it stands to achieve what the traditional automotive industry could not: true gender and generational equity in mobility.