Sultana Rahman, UK Marketing & Communications Lead at Flexis, brings her extensive experience in marketing and brand building to a sector that is evolving at lightning speed. Sultana’s leadership and perspective are shaping Flexis’s brand strategy as the up-and-coming manufacturer embarks on its mission to revolutionise urban logistics with innovative electric commercial vehicles.
We’re proud to say that Flexis has partnered with this year’s Top Women in EV campaign. We were thrilled to catch up with previous finalist, Sultana. She takes us through her career journey, the challenges of launching a new brand, and how women are driving the transformation of the EV industry.
Can you take us through how you began working in the automotive and emobility sectors, and how that led to your current role as UK Head of Marketing and PR at Flexis?
I started working in the industry at one of the largest EV chargepoint providers after a stint in retail marketing; I needed something more challenging, exciting, intriguing and dare I say risky. At the time, electric vehicles were just about making the right noises (not so much in a literal sense), but there was a lot to do in terms of educating the masses.
I spent around 5 years working with EV chargepoint brands which included focusing on storytelling, brand awareness, cutting through the competitive landscape.
That experience equipped me with lots of learnings and an appetite to apply my experience into the wider ecosystem of emobility. I always said that my next step would be a vehicle OEM or an EV software platform; I’m a fan of the vehicle world, and also love the power of technology, especially when you get it right. Flexis came along – providing me with the opportunity to work with an OEM centered around technology with its SDV platform, as well as its services and solutions offering. The perfect opportunity, hitting both my desired next steps!
Flexis is a recently launched joint venture between Volvo Group, Renault Group, and CMA CGM. How have you found the challenge of launching a new brand in the ever-busier EV sector?
Both exciting and a rewarding challenge. Establishing a new brand in such a dynamic space means cutting through the noise with a clear, compelling message that resonates with our audience. That being said, this is the case with all new brands, in whatever industry that may be.
For us, that means focusing on what truly sets Flexis apart; our ground-up approach to eLCV design, our human-centric mindset, and the strength of our industry-leading backers.
Rather than just adding another EV to the market, we’re solving real-world challenges for urban logistics, ensuring efficiency, sustainability, and reduced costs for fleet operators.
The key challenge has been balancing brand awareness and credibility while introducing something truly new. However, with strong partnerships and a well-defined strategy, we’re making meaningful strides in positioning Flexis as a leader in the sector, even at its early stages.
Vans and LCVs have become integral to the global emobility transition, with company fleets frequently leading the EV adoption statistics. Why do you think these commercial vehicle types have found such success in the electric era?
Vans and LCVs have become a driving force in the global e-mobility transition because they offer immediate, tangible benefits for businesses. Unlike private consumers, fleet operators make decisions based on total cost of ownership (TCO) – eLCVs provide lower running costs, reduced maintenance, and exemption from emissions-related charges, making them a no-brainer for companies running fleets, whether that be a small 1-10 fleet, or 100s, 1,000s.
Specifically, urban logistics and last-mile deliveries have surged due to e-commerce growth which in turn has increased demand for efficient, low-emission transport in cities. With many fleets operating predictable daily routes, eLCVs seamlessly integrate into operations without range concerns.
Let’s not forget, regulations and corporate sustainability commitments have inevitably played a role in adoption of eLCVs – adopting greener fleets to meet ESG goals is certainly a common theme.
With electric vans becoming more commonplace on UK roads, what do Flexis EVs promise that sets you apart?
Our commercial vehicles stand out by offering a ground-up designed solution tailored specifically for urban logistics and last-mile delivery, rather than retrofitting existing models for electrification. Unlike many competitors, we are not just delivering electric versions of traditional vans, we are redefining what an eLCV should be.
Our vehicles are designed with fleet operators in mind, integrating cutting-edge software for optimised fleet management, and over-the-air updates to maximise efficiency and uptime. In fact, we are working directly with our customers to co-create the perfect solutions for their daily fleet operations – that’s what sets us apart – our consultative approach – from project conception to completion and beyond.
For decades, the automotive industry has been dominated by men marketing to men. How do you think your perspective as a woman has shaped and enhanced your marketing strategies?
Being a woman in a traditionally male-dominated industry has given me a unique perspective on how mobility is marketed and communicated. It has allowed me to challenge outdated narratives and focus on inclusive, customer-centric messaging that resonates with a broader audience.
One of the key ways this has shaped my approach is through the intentional use of language. The way we talk about EVs and logistics matters, it’s important to move away from overly technical or exclusive terminology, this ensures our messaging is accessible, engaging, and relevant to a wider audience. For me, in order to bring the wider audience along on our journey with us, positively, language needs to be universally understood. Being overly technical and appealing to only the car enthusiast can deter people away from engaging; something I still experience myself.
By bringing a fresh perspective and refining how we communicate, I hope to make EV adoption feel practical and inclusive, helping Flexis connect with modern businesses in a meaningful way.
Auto Trader’s No Driver Left Behind report highlighted that 70% of women don’t trust car dealerships and 43% of women don’t trust car brands. How do you believe the industry can improve its outreach and messaging for women?
The Auto Trader report brings a common trust issue in the automotive industry, not just amongst women, but men too. The EV industry has a unique opportunity to redefine the customer experience; for it to be more inclusive, transparent and tailored to modern expectations, especially for women.
Let’s rethink the dealership model; whether it’s purchasing digitally or in person, customers need to feel empowered rather than intimidated when parting ways with what is often a significant chunk of money. I remember my first car purchase, the salesperson was hyperfocused on the cost of the car – he knew his stuff, but ultimately was more bothered about selling the car and the add-ons. To generate trust, dealerships need to focus on providing education, in an authentic way (ie, less of the upselling!).
Whilst women do care about the technology and performance of vehicles, safety, reliability, ease of charging, and total cost of ownership are areas we care about. I’m seeing more and more brands highlighting these real-life benefits, such as highlighting the convenience of charging, how an EV fits into everyday life and lifelong cost savings; more of this, please, and perhaps more of my female friends will be interested in their next car purchase rather than it being a burden!
And, of course, it goes without saying that female representation also matters – that’s more female voices in advertising, leadership, customer-facing roles and female champions in the industry.
What would you say to any woman considering a career in the emobility sector?
This sector is one of the most exciting and transformative industries right now, and we need more women shaping its future. If you’re considering a career in this space, my biggest advice is: go for it.
The industry is still evolving – you have an opportunity to influence its direction, whether that be in marketing, policy, engineering, sustainability or charging.
Just as the shift to EVs is breaking old norms and redefining the industry, bringing more women into the sector is part of that same transformation. The move toward sustainable transport isn’t just about new technology, it’s also about new perspectives, new leadership, and a more inclusive future.
Most importantly, believe in your ability to make an impact. Your voice and contributions can help ensure this transition is not only innovative but also equitable and inclusive.
Many thanks to Sultana for her insights, guidance, and incredible work in the EV industry, and to the Flexis team for their support of the Top Women in EV campaign. Follow the entire campaign on the ElectricDrives social media next week, from the 3rd-9th of March.
