Case Study Electro-Mobility: RWE Mobility

This article describes the communication strategy of energy supplier RWE in the electro-mobility business segment. RWE began developing electro-mobility as a new business segment within its strategic area in 2008. One of the highest priorities during the early stage of development was to resolve the “chicken and egg” issue of e-cars and charging infrastructure. So RWE quickly assumed the role of innovation leader amongst the European energy suppliers in the area of electro-mobility and began in 2009 to build an extensive network of smart charging infrastructure across Germany. This strategy needed to be supported with active and innovative communication. Two central pillars were chosen for this: broadly effective communication in the Internet by building up an RWE Mobility website and targeted communication within the context of the RWE Autostrom Roadshow in urban centres, where electro-mobility will establish itself faster. Both these programmes were and are backed up by active press work, the launch of an e-mobility image campaign, the building of an RWE-Mobility flagship store in Berlin and presentation at business-specific trade fairs and congresses. Not least with this active and consistent communication, RWE has been able to position itself as a contact and business partner to be taken seriously in the market for electro-mobility while at the same time enhancing its image among the population and political decision-makers.