Meet Our AutoTech: Electrification Expert Speakers
Elena Ciccotelli, Automotive Partnerships Director, Lyft
Tell us a little about yourself and your role.
I’ve spent the last decade of my career in the emerging automotive and transportation sector. In automotive and in my current role at Lyft, as the Automotive Partnerships Director, I help bridge the gap between the traditional automotive business and new transportation models, finding and promoting the synergies where everyone benefits, especially consumers. For example, with automotive retailers we coordinate and customize our rideshare service to help in delivering exceptional customer service, in fixed and variable operations, and for emerging EV manufacturers we help leverage our network of drivers in order to make it as easy as possible for their customers to get their cars serviced without disrupting their personal schedules.
What excites you most about working in automotive at the moment?
As a woman in the car business, and being named one of the “Women in Retail” inductees, I’m proud to see the changes of inclusion that are being made throughout all sectors of the industry, for what was once a traditionally male dominated field. New technologies and ways of doing business, ushered in by things like the historic change from ICE to EV units, are helping to bring all talents together, at a very rapid pace, which benefits everyone. For example, go back a little over a decade, and the company I work for, and the whole of the business didn’t even exist, let alone have a woman running automotive partnerships, that scales the industry from OEMs, to vendors, to dealer groups. It is truly an exciting time to be in the car business, especially as a woman in the business.
How do you see the EV market evolving over the next few years?
On the mass transition from ICE units to EVs, I think it’s clear where this train is going, and it’s not turning back. Already the penetration of EV sales in the premium luxury and luxury segment are substantial and growing, and the next phase will be capturing the more mainstream market, something the latest legislation in the US has focused on in particular. Of course, capturing the mainstream market will include the use of new platforms and technologies, and will require a more universal and widespread approach in the distribution of charging stations, both in public locations and for private home use. I can tell you that Lyft advocates for an equitable expansion of the EV charging infrastructure beyond highway corridors to include urban regions and traditionally underserved areas, where the majority of ridesharing activity takes place. The more Lyft and other rideshare EVs are on the road, the more demand there is for public fast-charging EV stations, which brings the average cost down for all users of EV charging infrastructure.
… And are there any particular challenges the industry must overcome?
Again, “EVs for All” requires new platforms and methods to make EVs affordable to more mainstream consumers, people with one car households, as EVs now overall have a 20% premium cost over ICE units. Also, EV charging stations, but in number and distribution, I think, need to increase dramatically. According to J.D. Power research, charging station availability is a top barrier to the greater adoption of EVs as perceived by US consumers today. But in addition to this, another barrier to EV adoption is the challenge of installing adequate Level 2 at-home charging in multi-family homes and apartment complexes. Not being able to charge at home is a huge challenge for “would be EV adopters” which will hopefully be addressed by policy makers and real estate developers in the near future.
You’ll be speaking at AutoTech: Electrification in October. What is one key takeaway you hope delegates receive from your session?
First, I’d like to show by example that we are all in this together, that the entire ecosystem of transportation is affected, and must work together if we are to achieve the historic and ambitious EV sales transition goals outlined by the OEMs and National and State Governments. Second, that ride share companies like Lyft can help almost all sectors of the automotive industry in this transition, from OEMs, to dealerships, to, indeed, the increased volume of heavily driven EV vehicles in all areas of the country, that help solve the “chicken and the egg” dilemma of widespread public and private high speed charging stations (that is, if there is no demand, it doesn’t pay to proliferate charging stations, yet without the proliferation, EVs for consumers have a tough time going “mainstream”). Third, I’d like to set some “real world” examples of how the integration of rideshare transportation, with traditional automotive sectors, have helped all in greater sales, profits and consumer satisfaction – again, it’s not an “either/or” question, it’s a most efficient and environmental ecosystem. One small example: according to Lyft’s 2021 Economic Impact Report Rider Survey, non-EV owners who have taken a ride in an EV with Lyft say they are 38% more likely to consider purchasing an EV (vs riders who had not taken a ride in an EV), imagine if these EV rides are coordinated with a dealer service drive application – this could lead retail customers right into the showroom.
What are you most looking forward to about attending AutoTech: Electrification?
Learning from all of the fantastic speakers and attendees of course! One of the things I’ve learned in the automotive industry, is that this is a face to face, relationship business, and AutoTech: Electrification has assembled some of the best authorities in the business as speakers, sponsors and those in attendance. Any success I’ve had in this business has been from what I have learned from who I have met in the industry, and, as the massive and historic transition to EVs is now underway, the information and relationships made at this get together is will be unique, timely and no doubt priceless for successfully dealing and adapting to this transition.
John Possumato, Industry Journalist / Founder & CEO, DriveItAway Inc.
Tell us a little about yourself and your role.
An incorrigible start-up entrepreneur, I’ve been in the auto industry, “where tech meets retail” for over thirty years, as a dealer, the creator of the dealer-based small fleet programs for Ford and GM, and now the Founder & CEO of DriveItAway Inc. DriveItAway provides a turn-key cloud platform/consumer app enabling dealers to offer new mobility solutions, including subscription to ownership EV vehicle purchase enablement programs, suited for EV curious mainstream and credit-challenged consumers, promoting the “EVs for Everyone” mission. I speak regularly at automotive events and contribute articles to leading trade publications, and am also a founding member of the Drive For Freedom Foundation, a 501(c)3 non-profit created to alleviate the “Poverty of the Carless.”
What excites you most about working in automotive at the moment?
As Mary Barra, CEO of General Motors is quoted as saying a few years ago, the car business will see more change in the next 5 to 10 years than it has in the last 50. I’m very excited to be in the retail technology side of the car business right now enabling a small part of this change in the adoption and sale of EV vehicles. The epic changes that the rapid escalation of EV sales will usher in, in the sales process of retailing and finance, will be transformative for the industry, and, I believe will be led by new platforms and technologies utilized by forward-thinking car dealers.
How do you see the EV market evolving over the next few years?
Just as the pandemic accelerated the evolution of digital selling in automotive retail, the rapid increase in EV sales will equally change the process and methods by which vehicles are sold. I think that subscription programs fit perfectly to stimulate early adoption, particularly those that enable all consumers, not just the affluent, the ability to first try driving an EV vehicle for an extended period before making the commitment to buy. Again, while EV sales increased last year, as Mary Barra has been quoted, 98% of EVs sold in 2021 were luxury or premium luxury vehicles, and 98% of those purchases owned two other vehicles – the sales processes and technologies that enable mainstream buyers in single vehicle households the ability to first experience and then buy more value-priced vehicles, will truly usher in transformative, volume EV sales.
… And are there any particular challenges the industry must overcome?
Again, while EV sales are accelerating at a rapid pace, virtually all of those sales are concentrated in the luxury and premium luxury vehicle category. The overall sales objectives of the OEMs (and return on massive EV production investments) will not be achieved until EVs rapidly scale into the entry-level and mainstream new vehicle sales market (that is, the majority of the US vehicle market). Just duplicating Tesla’s success in the luxury market is not enough to get to the substantial EV goals as delineated by the industry.
You’ll be speaking at AutoTech: Electrification in October. What is one key takeaway you hope delegates receive from your session?
I think the old adage, “think different,” applies here…I think I’d like all sectors of the retail chain to begin to think differently about ways of doing business to profitably scale EV adoption and sales. Right now, for automotive retailers it’s been a “perfect storm” on the upside – the supply/demand imbalance has created unprecedented profit on new and used car sales. Good times, however, may have led to some complacency, in not seeing the “winds of change,” or investigating and adopting new ways of doing business. The entrance and growth of EV sales in all sectors will dramatically change the ways car dealers operate with consumers, their OEMs, etc., and this will undoubtedly present challenges and opportunities. I hope that the ideas and information presented at AutoTech: Electrification in our participation stimulates new areas of knowledge that help to highlight and prepare for the changes afoot, and to create opportunities for the future.
What are you most looking forward to about attending AutoTech: Electrification?
I very eagerly look forward to listening to and absorbing all of the new ideas and information from fellow participants, presenters, and audience members. In many ways I think the knowledge and viewpoints presented at AutoTech: Electrification lay the groundwork for the vital information necessary to prepare for the seismic changes ahead. As with any dramatic change, the rapid expansion of EV sales will create winners and losers, those who adapt, thrive and those who don’t tend to disappear – AutoTech: Electrification creates the venue that will help all lay the foundational knowledge base for prospering, as the country changes from ICE to EV vehicles.
Margarita Mann, Senior Engineering Manager – HYDROTEC Fuel Cell Business, General Motors
Tell us a little about yourself and your role.
I grew up in Southern California in a disadvantaged port community with terrible air pollution. I saw first-hand the effects it had on my community and loved ones, and I knew I wanted to be part of a clean energy solution. I’m now a senior engineering manager in GM’s HYDROTEC fuel cell business unit, where I lead a team responsible for executing design integration, virtual development, and components release for our fuel cell hardware. I currently live in Royal Oak, Michigan with my husband Brooks, our cats Pete and RePete, and our dog, Freddie.
What excites you most about working in automotive at the moment?
Right now, we are seeing the biggest, revolutionary changes to the automotive industry since its inception. I love working with fuel cells because I get to go beyond automotive and think of creative ways to electrify heavy duty applications. At HYDROTEC, we get to electrify the hardest working industries – freight trains, aircraft, to semitrucks, the possibilities are endless with fuel cells, and I am honored to be at the forefront of innovation.
How do you see the EV market evolving over the next few years?
As EVs become more mainstream and more people are ready to make the jump to EVs, it will be interesting to watch how the market provide solutions to the different customer a customer portfolios. At GM, there is an EV for EVerybody, and there are so many great vehicles to come.
… And are there any particular challenges the industry must overcome?
Education around EVs is extremely important, as there are a lot of misconceptions among EV skeptics. The industry is at a tipping point, but there is still more that needs to be done when it comes to establishing accessible and reliable EV chargers, so customers feel ready to make the leap. At GM, we’ve invested over $750 million into EV infrastructure, including making public charging widespread, cost-effective, and dependable.
You’ll be speaking at AutoTech: Electrification in October. What is one key takeaway you hope delegates receive from your session?
I hope that people understand the viability of fuel cells and how achieving a zero-emissions future is closer than they think. Ultium batteries and HYDROTEC fuel cells are complements of one another and are both crucial to electrifying EVerything!
What are you most looking forward to about attending AutoTech: Electrification?
I’m looking forward to hearing from other companies and organizations about how they plan to meet their clean energy goals.
Tenille Houston, VP Strategy and Operations, Aurrigo
Tell us a little about yourself and your role.
I am excited about technology and have been in the intelligent mobility space for a decade now. Currently I am the Vice President of Strategy and Operations for Aurrigo. We are an autonomous technology company offering turn key solutions for first/last mile transportation. I am working to expand our footprint in North America as predominantly our AVs have been deployed in Europe with a few select deployments in Ontario, Canada and Michigan.
What excites you most about working in automotive at the moment?
There are so many technological advancements in the automotive space right now and to see electrification pushing into all aspects of mobility is so exciting. I truly believe that we are at the forefront of defining the mobility space for decades to come and what we do in the next 5 years will drive what happens.
How do you see the EV market evolving over the next few years?
I think there will be a focus on fast charging and more widespread accessibility of charging. Perhaps even a standard for charging across vehicles.
… And are there any particular challenges the industry must overcome?
Electric vehicles need to be as close to “easy and affordable” as what the world is used to with gasoline vehicles.
You’ll be speaking at AutoTech: Electrification in October. What is one key takeaway you hope delegates receive from your session?
That charging an EV is much less daunting then it seems.
What are you most looking forward to about attending AutoTech: Electrification?
I am looking forward to talking tech and exploring the future of mobility with colleagues. Also I can’t wait to see the latest developments in the EV space.
Carly Price, Lab Director, D-Ford Palo Alto
Tell us a little about yourself and your role.
I lead a human-centered design lab for Ford Motor Company in Palo Alto, CA. We are developing platform-level, software enabled customer experiences for future Ford vehicles and services. Our team includes multiple disciplines: Digital Design, Design Research, Software Design and Prototyping, and Business Design. I came to Ford with over 20 years of experience in design, spanning consultancies, start-ups and corporate roles.
What excites you most about working in automotive at the moment?
The industry is undergoing the most important transformation in our lifetime, the shift from internal combustion (ICE) vehicles to electric vehicles. This is more than a change in powertrain and propulsion – this enables us to create completely new experiences for drivers and passengers. Vehicles are more efficient, flexible, easier to maintain – and with connectivity – they will continue to improve over time. It’s a dramatic shift, where vehicles will be a part of our connected ecosystem.
How do you see the EV market evolving over the next few years?
The EV market has been dominated by Tesla – their brand is synonymous with EVs. As more OEMs enter the space, there will be a spectrum of options that address a broader set of customer needs. I’m particularly excited to see the impact with can make with the F-150 Lightning. As the F-150 is the best-selling vehicle in the US, the Lightning brings EVs into the mainstream, and reaches a customers that had not previously considered an EV.
… And are there any particular challenges the industry must overcome?
The industry is evolving and modernizing. We must build our teams with people who have a fresh (and not necessarily automotive-first) perspective, be more nimble and less bureaucratic, and expand our focus from physical products to services and software enabled experiences. This is crucial for our longevity and success.
You’ll be speaking at AutoTech: Electrification in October. What is one key takeaway you hope delegates receive from your session?
That design is more than aesthetics – design is about how we conceive and create holistic experiences. Design is a capability that can transform the way we think, work and collaborate. It’s an essential capability to build the future of our industry.
What are you most looking forward to about attending AutoTech: Electrification?
Meeting new people and learning more about trends and developments in electrification, across the industry.
