BRITISH GAS: Designing and launching a forward-looking proposition in the electric vehicle market
The electric vehicle market had been identified as a key growth area for British Gas, but very little had been done to assess the market’s potential, to carve out a strategy or to come up with a winning proposition and roadmap that would put the business in a good position for the future. This was what this project set out to do.
British Gas and Market Gravity worked together as a joint team. Whilst British Gas had the skills and the sector knowledge, there was a need for some full-time resource to provide focus, as well as expertise in launching new ventures.
The first phase was all about defining a strategy for British Gas and establishing where it wanted to play, and how. Then it was a case of developing the specific proposition, based on evolving customer needs and finally, establishing the initial OEM partnership, rolling out the proposition and scaling up.
The initial deliverable was a strategy and road-to-market document, but more important than that was the buy-in Market Gravity helped to achieve from around the business. Then there was the proposition – a full pack that included the business model, operating model and so on – and critically, involvement in establishing the first partnership with an OEM.
EV numbers are currently small, but British Gas will be in a leading position when the market takes off. In the short term, this proposition has generated a lot of good PR and has helped to transform the British Gas brand.
British Gas now has partnerships with Nissan, Toyota, Renault and Vauxhall and multiple charge-point schemes. It uses electric vehicles as pool cars and company cars, is conducting fleet trials and is well positioned to exploit future opportunities.
“What surprised me was how well it all came together. My experience is that these projects can involve lots of compromise, but for this project, all the stakeholders were bought in and everything was aligned.”
“Market Gravity brought dedicated resource, continuous focus and critically, specific skills around strategy and proposition development.”
“Market Gravity played a big role in supporting the proposition development and establishing the key partnership with the vehicle OEM.”