Case Study Electro-Mobility: RWE Mobility

Katja Reimann () and Carolin Reichert
Additional contact information
Katja Reimann: RWE Effizienz GmbH
Carolin Reichert: RWE Effizienz GmbH

Chapter Chapter 22 in Strategies and Communications for Innovations, 2011, pp 339-350 from Springer

Abstract: Abstract 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.

Keywords: Trade Fair; Climate Protection; Alliance Partner; Business Segment; Electric Wheelchair (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-17223-6_22

Ordering information: This item can be ordered from
http://www.springer.com/9783642172236

DOI: 10.1007/978-3-642-17223-6_22

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().