In an exclusive interview for The Playknox, Jordan Brompton, co-founder and CMO of myenergi, discusses the company’s principal sponsorship of the XITE ENERGY RACING Extreme E team and explains how motorsport is supporting the global transition to electrification.
Pioneer of the world’s first eco-smart electric vehicle (EV) charger, myenergi was founded in 2016 by talented tech entrepreneurs Jordan Brompton and Lee Sutton. In the five years since, the company has designed a globally-acclaimed product range, opened subsidiaries all over the world and built one of the most recognised brands in the EV sector.
With a simple vision – to positively change the world through sustainable technology, myenergi helps homeowners to take control of their energy use. Leading the global transition to electrification, advocates of its best-selling ‘zappi’ device include TV personality Charley Boorman and founder of Fully Charged Robert Llewellyn.
But rather than simply a dream, the vision is starting to become a reality. Indeed, earlier this year, the company shipped its 100,000th unit and relocated to a purpose-built eco headquarters in Stallingborough, Lincolnshire – a site that, once the second development stage has completed, will help the company to triple production volumes.
Predicted revenues for financial year 2020/2021 are an impressive £17m – with profits soaring 2,250% since the start of the COVID-19 pandemic. Not bad for a business that, just a few years ago, started with nothing but a passionate idea for change and a failed crowdfunding round.
As the brand continues to grow internationally, myenergi is committed to positioning itself at the very forefront of sustainability and electrification, acting as a talisman for the global adoption of EVs. A collaboration with XITE ENERGY RACING, one of the nine teams competing in the inaugural chapter of the Extreme E championship, should therefore come as no surprise. Jordan tells us more:
“The idea behind Extreme E was truly game-changing – a sustainable motorsport series aiming to raise awareness of climate change and show that racing didn’t have to be environmentally damaging. I’d previously met Oli, driver for XITE ENERGY RACING, through his connections within the sustainability sector and when I heard he was running a team, I was keen to be involved.
“Rather than just another multinational brand, Oli wanted a partner who reflected the championship’s sustainability messaging and really demonstrated why electrification is so critical to the future of transport. For myenergi, I wanted to shout about eco-smart EV charging to motorsport fans who may have previously been petrolheads, but were coming around to the idea of alternative fuels.
“The collaboration made sense on so many different levels. It suited the myenergi brand down to the ground; pioneering, innovative, up-and-coming, brave, unique – the list goes on! We were expecting unanimous support and, yet, getting our supporters on board wasn’t as easy as we’d first expected.
“Indeed, while we understood the positive messaging behind the series, our customers were still left confused by the juxtaposition of motorsport and sustainability. How is it possible to leave a race meeting in a better position than you found it? How can thrashing a car through remote locations help to save the planet?
“So, education has been important. Educating the public not only about the championship, but also about why motorsport will prove so important in the global transition to electrification.
“Take Formula One, for example. While most of us will never drive a single seater racing car, technologies first used in F1 are now considered commonplace in the cars we use today. It’s not only a melting pot of innovation, but also a great way for manufacturers to test innovative new technologies. After all, motorists will be more accepting of new features if they’ve already been proven in some of the most impressive vehicles ever made.
“If you apply this thinking to Extreme E, our main reason for collaborating becomes clearer. In comparison to the first generation EVs from twenty years ago, which struggled to travel more than a few miles without recharging, had a top speed of a bicycle and, frankly, looked awful, Extreme E shows how far the industry has come.
“Worried about how your EV will perform on the road? Well, look at these incredible SUVs capable of hitting speeds in excess of a hundred miles per hour while driving across some of the most challenging terrains you’ve ever seen – your commute to the office seems less of an adventure in comparison. And, as for charging or range anxiety, you didn’t even think about it during the race, did you!
“As the series has developed, support has consequently continued to grow. People really seem to get what the sport is trying to do and see the myenergi brand as intricately linked to the mentality behind it.
“All considered, it has been a game-changer for the business to be involved as a sponsor. We’ve played an important role in communicating just how far electric vehicles have come and, what’s more, we’ve helped to show the general public that climate change continues to impact the world but EVs can help to slow the implications. In terms of being at the vanguard of the industry, I think we’ve done just that.”
However, despite the success of the Extreme E sponsorship agreement and the global platform it’s provided, the past 12-months have been a struggle for myenergi. Jordan continues:
“Behind the scenes, the picture has been more challenging than anyone could have imagined. Alongside the impact of COVID-19, Brexit, relocating our HQ and the pressures of recruiting new staff, we – like many in the tech industry – have been impacted heavily by the global shortage of semiconductor microchips.
“While the vision for 2021 was originally to work on a number of new products, our development team instead had to go back to the drawing board and completely redesign our existing portfolio, coming up with a novel solution to avoid relying on the same microchips that everyone is fighting to source. Fortunately, with just a few days until our stocks started to run dry, we finally finished the project and returned to full production. You really couldn’t make it up!
“So, when people ask us about what our plans are for the future, the answer remains relatively simple. We want to become a household name – an industry leader to help homeowners and businesses reduce their environmental footprint and make the planet a better place for generations to come.
“Now we’re back on track with R&D, we have a number of exciting announcements that we hope to share with you soon. Other than that, we’re committed to shouting from the rooftops about the benefits of electrification and what it means for the world at large. No one business can change the world but, if every day we can change the mind of one more person, we’ll continue to march forward. Small steps can still make a big impact.”
It’s fascinating to see how a Lincolnshire-based start-up has quickly become not only a global business, but an industry pioneer helping to guide one of the most important transitions of our lifetimes. Rather than sales or profit, Jordan talks eloquently about inspiring change. It’s clear that the mission of the brand is to help others and do something positive – it’s an inspirational story.
Extreme E, of course, seems an important mechanism, but I leave the interview feeling that it’s simply one of countless ways to get the positive message of sustainability in front of a global audience. The business has experienced highs and lows, but its commitment to leading the industry is truly extraordinary.
