As the Director of EV & Solar – New Business & Net Zero at Hive, Susan Wells brings a wealth of expertise to the ever-evolving world of EV adoption and clean energy. With extensive experience in both commercial and strategic roles, she has a deep understanding of energy systems and market trends, helping businesses transition to electrification and achieve their net-zero goals.
Susan represents Hive, a proud Sector Day Partner for the recent Top Women in EV campaign. As such, she actively empowers companies with innovative, tailored solutions that drive sustainable change. We sat down with Susan to discuss her journey in the EV industry, her perspective on the future of electrification, and how Hive is helping businesses embrace clean energy technologies for a greener, more sustainable future.
Do you drive an EV? If so, what model do you drive and why?
Yes, I do, I have an Audi Q4 E-tron. I switched to EV earlier this year as my diesel car was coming up for renewal and it seemed the right time to do it. I also had Solar panels installed a couple of years ago and EV and Solar go very well together for going greener and making savings.
Can you tell us what initially inspired you to work in the energy and emobility sector, and how your career journey led you to your current role at Hive?
I have been in the business for a good few years, and we are always striving to help customers. I first moved into the net zero part of our business to look at what was needed in the green skills space. Making sure we could help our customers through the energy transition and upskilling our colleagues with new skills and capabilities. I found it really rewarding. This led me to my current role. It is brilliant to see the positive impact, every day, that Hive is having on peoples’ lives.
Hive and British Gas are offering 12 months of free EV charging. What impact do you think initiatives like this have on EV adoption, and do you see similar incentives becoming more common in the future?
At Hive we want to make eco-tech accessible to all and we know that affordability is a big barrier to adoption. Consumers worry about how much it will cost to charge their car at home, and which is the best tariff to get. FreeCharge takes all that stress away saving up to £600 in that first year, allowing customers to just enjoy the switch to EV. They can get a good understanding of how they use their car and the energy they use ensuring they pick the right tariff for them at the end of the 12 months. We are seeing more and more offer similar incentives, which is great for customer choice.
How do you see smart charging technology evolving to make EV ownership even more cost-effective for drivers?
I think tariffs play a really key role in ensuring EV ownership is cost-effective for drivers, giving consumers great control over their energy. As technology evolves, we are seeing chargers that are compatible with solar for example, again allowing customers to self-generate and use that energy to charge their car. The Hive Ecosystem will be a single customer experience that brings together EV charging with other technologies to allow customers to run their homes efficiently and effectively.
Given your experience in strategic commercial and marketing roles, what do you think are the key factors in convincing consumers to switch to EVs and adopt home charging solutions?
New to EV customers will worry about how much it will cost to install, how much it will cost to run and what about on the road charging. Demonstrating to customers that installation can be cost effective and hassle free is important. The role of tariff is key to – educating customers on the right tariff to run their car so it can be an affordable alternative to ICE vehicles and bundling on OTR charging too to ensure whether at home or on the go, they are covered.
As a senior leader in the energy and EV industry, what steps do you think companies should take to encourage more women to enter and thrive in this space?
Short answer. I think equity is important. Everyone should feel they have access to the same career opportunities, are treated consistently well when they come to work and are able to contribute successfully. If companies can meaningfully say that I think we’ll see more women in the industry.
With your experience in leading high-performing teams, how do you actively embed diversity and inclusion in hiring and leadership development?
For us at Hive the workforce of the future is one that possesses the skills to lead the transition to net zero, is passionate and excited about the opportunities the future holds and reflects the full diversity of the communities we serve. Diversity of thought, background and experience are key to our success. To get there, we have clear and ambitious targets and measure our progress. That way we can listen and have open conversations. If we’re not where we want to be, how do we get there?
What would you say to any woman considering a career in the emobility sector?
Go for it! No one day is the same and with such a need to help consumers on the energy transition; it is a purpose-led sector.
Thank you to Susan for her fantastic insights into the EV and clean energy world. Hive were instrumental in creating amongst the most successful Top Women in EV campaigns to date. Find out more about their game-changing green living solutions, here.
