AWARDS FINALIST: Genesis – EVerywhere

In September 2022, Genesis Energy introduced a new product – EVerywhere – available exclusively to its customers.

EVerywhere is a New Zealand first and allows Genesis EV customers to take their variable – per kWh – energy rates on the road, paying the same rate as if they were at home. Known also as Energy Roaming, the product offers potential savings of up to 70 per cent on ChargeNet, the country’s largest nationwide EV charging network.

To enable this, Genesis integrated its Energy IQ app with ChargeNet's systems via multiple APIs to introduce their first fully online automated join journey.

This integration allows EVerywhere customers to be billed for their ChargeNet usage at their home energy plan’s day/night per-kWh rates, and to access their ChargeNet and Genesis billing information in one central location. Customers can easily monitor their public charging usage and costs/savings in near real-time.

Pilot

Genesis conducted extensive qualitative and quantitative research in order to understand the underlying needs of its target audience. A pricing plan to support EV owners at home and on the road proved the most appealing, addressing owners’ concerns about battery range and cost.

EVerywhere reduced the complexity and cost of public charging to align with home per-kWh rates, making public charging and long road trips more accessible.

A minimal viable product pilot was launched to test the idea with a small group before committing to a mass-market launch.

The results were overwhelmingly positive, with 95 per cent of participants opting to continue on EVerywhere.

Launch Outcomes

Genesis has become a market leader in the EV space with the launch of EVerywhere.

EVerywhere has been a key driver behind a 162 per cent increase in the number of existing Genesis customers switching to their Energy EV plan, and a more than 300 per cent increase in the number of EV customers switching from competitors to their plan.

EVerywhere exceeded all expectations by its hitting its three-month launch target in six weeks.

Not only that, Genesis saw an improvement in retention rates and its brand reputation. EVerywhere, as a New Zealand first, had a significant launch and brand campaign behind it which helped Genesis position itself as an EV sector market leader.

ChargeNet benefited as well. Trial data showed a material increase in public charger utilisation at their charging stations.

Through driving demand for the Energy EV pricing plan, EVerywhere’s introduction helped Genesis manage energy demand, reduce carbon emissions and costs for both itself and its customers, and increase public charging usage.

EVerywhere has also helped Genesis gain market share in the EV space. Innovative marketing approaches and extensive research delivered a product that was brought to market sooner and with less complexity and fewer resources.

The Innovation in Energy Award category is sponsored by Ara Ake