CTEK Global Aftermarket Division and Product Manager, Gary Brown, takes on our questions and offers us a comprehensive insight into CTEK’s strategy after announcing major investment in a new team and infrastructure:
Q. CTEK has expanded its UK team, to “bring local focus and unrivalled expertise to the provision of electric vehicle charging solutions” – how big a step is this for CTEK?
Gary Brown (GB): “The expansion of our UK team is a highly significant step for CTEK.
“We have made a substantial investment in both people and infrastructure in the UK, in order to expand and cement our presence in the fastgrowing EVSE (electric vehicle supply equipment) market, alongside our continued provision of 12V and 24V charging equipment to our UK customers.
“The UK is expected to see rapid growth in EV sales over the next eight years, growing at around 30% per annum. And by 2030, when the government’s ban on sale of new internal combustion engine (ICE) vehicles takes effect, the UK is expected to be the largest market in Europe.
“As such, the UK market presents a tremendous opportunity in terms of growth and demand for EV charging solutions, and that’s why we have made this investment.”
Q. Training, maintenance, sales, marketing and technical support all fall under this development – a huge task awaits the team?
GB: “We do not see this so much as a huge task, but more as a huge opportunity.
“We have established a multi-disciplined 12 strong UK team, which goes so much further than simply having a regionally based sales force in place. And for us, that’s vitally important.
“At CTEK, we are focused on providing complete vehicle charging solutions, regardless of the type of vehicle. And to support this, we need to have a multiskilled team in place.
“We have five new sales managers with a sole focus on EVSE, with sales manager, Mark Poole, focused on the aftermarket. Then, our dedicated three-strong Skillbase team provides external and in-house training on all CTEK’s products and solutions, both ICE and EV, with our support alliances and partnerships manager, Stewart Allen, and our technical and marketing team, also working across our entire product portfolio.
“Our experienced staff work with and support customers right through the process. For EVSE specifically, this includes helping to scope and plan an installation based on customers’ needs and expectations, advice on the government grants available, assistance during the commissioning process and full technical after-sales support.
“It’s not just a case of selling EV charging units; it’s about helping the people we work with – be that a motor factor, a professional workshop, an installer or a property owner – to understand the requirements of this fast-changing market and keep on top of the latest developments.
“We also provide advice and training on all aspects of EV charging, including choosing the right equipment, best practices, integration with third-party software, as well as other aspects that customers may not have considered; for example, how motor factors can specify an EV charging solution that not only works for their customers’ current needs, but also has the capacity to be expanded, should the need arise in the future, and how load balancing can reduce strain on the grid and avoid hefty grid connection costs.
“There is certainly a lot to do, but CTEK is not new to the EVSE market. We are backed by 25 years’ experience in traditional vehicle charging technology and more than 10 years’ experience in EVSE. Over the past two years, we’ve expanded EV sales from our home market in Scandinavia and are now operational throughout Europe, with new bases and customers in France, the Netherlands and Germany, as well as the UK.
“For EVSE installations of all sizes, from a single socket at a business premises to 1,000 charge points at a 100% EV parking garage in Hagastaden, Stockholm – one of the biggest EV installations in any parking facility in the whole of Europe – CTEK has, as they say, “been there, done that and got the T shirt!” We are certainly the experts to talk to!”
Q. CTEK also announced a partnership with Rotronics – how does change the dynamic?
GB: “CTEK has a long and successful relationship with Rotronics for our 12V and 24V products and solutions, so it was a natural next step to partner with the company for EVSE as well.
“This partnership will ensure we can fulfil orders for EVSE in the UK quickly and efficiently, to meet growing demand from UK customers. Rotronics is providing a dedicated warehousing, fulfilment, and distribution operation for CTEK’s electric vehicle charging products and solutions. It holds stock of our products at its West Midlands base, looks after order processing and manages UK distribution. But not only that, its highly skilled team has also been fully trained to configure CTEK’s Chargestorm Connected 2 EV chargers to customers’ specifications.
“We know it can deliver, and we are really pleased that Rotronics is now an integral part of our supply chain for the provision of EVSE in the UK.
“However, this doesn’t change the dynamic for the aftermarket in terms of the way it works with CTEK in the UK.”
Q. How does this announcement affect CTEK’s focus on battery chargers for ICE vehicles?
GB: “This announcement doesn’t change CTEK’s focus on battery chargers for ICE vehicles at all.
“CTEK develops products and solutions to meet the needs of the vehicle charging market as a whole – and as long as the market requires charging solutions for ICE vehicles, CTEK will continue to supply them.
“We have a highly successful distribution chain in the UK, with CTEK colleagues supporting all aspects of our business, so it’s business as usual. Our team is here to ensure we can support our customers, and, in turn, their customers, with their vehicle charging requirements, whatever they may be.
“Within the automotive sector, we are seeing more and more synergies between our EVSE and 12/24V solutions, especially when we consider that even an EV still has a reduced size 12V battery! In an EV, the 12V battery keeps accessories, like heating, air conditioning and computerised systems functioning efficiently – but in a hybrid vehicle, it is actually the 12V battery that starts the car. As such, it is important to keep this 12V battery charged and in best health, in the same way a motorist would for the battery on a traditional ICE vehicle.
“It’s also important, of course, that motor factors and professional workshops consider both sides of the coin, as an increasing number of customers will be looking to buy products for both ICE and EVs, as we see a gradual but sustained change in the type of vehicles on Britain’s roads.
“One thing that remains constant though, whether customers are buying a product for an ICE vehicle or for an EV, is that all our customers are assured the same top-quality products and service from CTEK.
“We remain firmly at the forefront of global vehicle charging solutions and are also proud of our deep commitment to reducing the impact of motoring on the environment. As well as the development of EVSE, our smart, technologically advanced battery chargers and maintainers, that can extend the life of 12V and 24V batteries by up to three times, also deliver environmental benefits by reducing wastage.”
Q. Is there anything else CTEK wants to share with PMF readers?
GB: “CTEK has recently reached a significant milestone – our 25th anniversary! During this time, CTEK’s bold vision, keen Swedish entrepreneurship and focus on technological innovation has seen us launch several world product firsts and win a raft of prestigious awards.
“CTEK launched its first ‘smart’ battery charger 25 years ago, a pioneering development that literally changed the battery charging landscape, setting new standards for charging technology. And testament to our continued innovation, the groundbreaking CS ONE, which remains the only battery charger in the world driven by CTEK’s revolutionary APTO™ (Adaptive Charging) technology, has just been named Auto Express Product of the Year, taking pride of place in our awards cabinet alongside the Auto Express No.1 Best Battery Charger award that the CS ONE scooped just six months ago!
“Based on its technological leadership, CTEK has established strong and longstanding customer relationships with more than 50 of the world’s most prestigious vehicle original equipment manufacturers.
“But we are not content to rest on our laurels – far from it. We are looking forward to what the next 25 years will bring, and motor factors can be assured of continued innovation from CTEK, as we push forward with renewed commitment in our pursuit of even greater technological advancements and in our world-renowned product development.”
