Held in Gothenburg, Sweden, this June, the 38th International Electric Vehicle Symposium and Exhibition (EVS38) brought together decision-makers, industry leaders and researchers from across the electric mobility sector to assess the state of the transition in Europe and beyond. As the official PR partner for the trade show, The Hoffman Agency was pleased to attend both to present insights from our latest study, Charge Ahead: Winning the Electric Vehicle Narrative, and to hear from those on the ground navigating this evolving ecosystem.
Our study, conducted across three major European markets (France, Germany and the UK), highlights the extent of the high-pressure environment manufacturers and suppliers are operating in — shaped by moving sustainability targets, stringent regulatory frameworks, geopolitical tensions and shifting societal expectations. The media conversation around electric vehicles (EVs) is intensifying, driven by trade discussions (notably between the EU, China and the U.S.), uncertainty around Europe’s climate targets, questions over battery sustainability and concerns about infrastructure readiness and security. But the opportunity to communicate meaningfully remains, if brands know how to cut through the noise.
Bring in wider context for impactful storytelling
Today, players in the EV ecosystem must move beyond product-led messaging. What resonates now are strong and context-aware narratives rooted in systemic challenges: the energy transition, security and industrial resilience. In 2025, the most widely covered topics across national and trade media include vehicle-to-grid integration, battery competitiveness and charging network performance.
This observation was echoed in the discussions at EVS38. Speakers, such as senior leaders from Iveco Group or Milence, policymakers from the European Initiative for Energy Security and founders of startups such as Verkor and AMPECO, consistently highlighted a central truth: Economic viability is the core challenge. The case of Volta Trucks illustrates the difficulty of reconciling industrial ambition with scale and funding constraints. Technology alone is not enough. It must be backed by a sustainable business model that reassures customers, investors and institutions alike.
The need for smart positioning and greater public-private sector collaboration
Another key theme that emerged from the conference was the shift in strategy among charging infrastructure operators. AMPECO described a transition away from land-grab strategies focused on rapid expansion, toward a model centered on service reliability and user experience. This pivot requires operators to position their offerings around performance rather than simply growth.
Finally, several speakers emphasized the strategic role of regulation in shaping the sector. Calls were made for coherent industrial policies capable of supporting European actors facing intense competition from U.S. and Chinese firms. E-mobility is not just a technology issue; it is fundamentally tied to questions of industrial sovereignty and energy security.
Clear communication builds trust
In summary, EVS38 reaffirmed that success in the EV space demands a dual posture. First, an operator capable of delivering at scale with discipline and resilience. Then, a communicator who can articulate a clear, credible and engaging vision. As the sector matures, building product is no longer the aim. Building trust is.
