During my 3 years with Tesla, we meticulously refined every small detail of the customer experience to create magic. We spent incredible amounts of time and energy preparing our customers for EV ownership, entertaining questions and raising their excitement level to an intense peak at just the right moment. It was beautiful.
Yet too often, the customer experience was destroyed by a negative charging installation that was outside of our control. This problem is universal - most EV owners struggle with home charging because 1) they have no guidance and 2) the process to hire the right electrician is complex, inconvenient and time-consuming. Many good people get taken for a ride, pay too much and inevitably, turn sour. I knew there must be a better solution.
When I was shopping for a mortgage, I decided I would not waste my time going from bank to bank, filling out the same paperwork and hoping for the best rate. Instead, I hired a mortgage broker to streamline this process for me - I received a much better deal than I could have negotiated myself, it required less effort and it didn’t cost me a penny. The entire transaction was remarkably simple.
Weeks later, while laying on the grass and basking in the sunshine, it hit me - there must be a way to apply the same, elegant business model to EV charging installations. As I peeled back the layers of what this might look like, where I could remove friction and where I could add value - my idea began to take form. Since launching Abstract Energy in 2018, we have designed an experience that truly puts the EV customer first.