FT shell Recharge in use

Shell is rebranding its UK-based EV charging arm NewMotion, and its US-based counterpart Greenlots, as Shell Recharge Solutions.

The rebrand will take effect in early 2022, and is intended to tie together Shell’s global charging offering under one identity.

Commenting on the decision, NewMotion’s CEO, Mel Lane, said: “The world is preparing for a massive uptake of EVs over the next decade. By 2030 it is expected that there will be at least 125 million plug-in vehicles on the roads, compared with just 10 million today.

“This massive scale-up demands an end-to-end approach to charging infrastructure to meet the driver needs. By making charging simpler and investing in smart technologies, we will help enable the mass adoption of EVs and to drive towards a low-carbon world.”

Roger Hunter, vice president of Shell Electric Mobility, added: “The upcoming brand change will help Shell to move our electric charging capability and offer from local to global.

“We will unify our brand, our people, and our capabilities across Europe, Asia and North America, ensuring we are better placed to provide our customers with the EV charging solutions they need.”

Shell Recharge Solutions will bring together NewMotion’s expertise in home charging and roaming services and Greenlots’ expertise in charging networks and fleet services. Together with Shell Recharge’s public fast charging network it aims to create a simpler EV charging offering.

The team will also aim to provide innovative solutions such as recently delivering Shell’s first battery-powered storage system at a forecourt and enabled fast charging at the grid-constrained location.

As Shell Recharge Solutions, the company will continue to support customers in their transition to electric mobility. The team will provide Shell Recharge branded hardware and software services for home and business, in addition to supporting the Shell Recharge public charging network, and providing existing white label solutions.

Shell Recharge Solutions installs a new charge point every 20 minutes and operates over 80,000 charge points, providing the foundation for Shell’s goal of operating 500,000 charge points by 2025.