Charge Around Iceland Pt. 3 – The electric car that went up the mountain…

Tuesday October 3rd

The most challenging leg of the journey was ahead. The autumn chill is fastly sliding towards winter with the temperature at three degrees centigrade. From Húsavík the cars went in land and upwards. The EVs had a steady climb to 500 meters above sea level where they stopped for a charge at Möðrudalur. Where a Viking goat took the passenger seat (The Icelandic goat immigrated to Iceland along with the Norse settlers)

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At Möðrudalur they had a relaxing time while enjoying coffee and Kleina, an Icelandic pastry that could best be described as the twisted sister of the Donut.

Although the way up there was a bit straining on the batteries, the way down was a bit better as Stuart describes in the video. The batteries were pancaked at arrival at Egilsstaðir.

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Wednesday, October 4th

From Egilsstaðir they started driving from the most eastern point of the trip towards the south coast of Iceland. On the way, the cars stopped for a top-up at Grímsárvirkjun Hydropower station. Not every day that you can plug your car straight to the power source.

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You can view Stuart’s video diary in the player below:

 

 

 

Smart Branding for Electric cars

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Effective product branding is about putting the right frame around your value proposition according to Mei Shibata, CEO of Essense Partners – an award-winning strategic marketing firm based in New York.

Mei uses the case of the electric cars to show how branding boils down to framing the value proposition. Despite the many advances the electric car has over the traditional combustion engine car, Mei’s research has shown that the biggest challenge facing the electric car is perceptional and related to the image the electric car has rather than technological, such as range, speed, charging time or the overall driving experience.

Mei points out that if you are not proactively doing your branding work, someone else is doing it for you and controlling the dialogue and setting the frame of reference for consumers.