Company: Electrifying.com, London, United Kingdom
Company Description: Electrifying.com is the UK’s first and only multi-channel media platform in the Electric Vehicle (EV) marketplace. Founded in 2020 by leading UK motoring journalist and broadcaster, Ginny Buckley, Electrifying.com has its hub in London, UK with 11 employees.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leader of The Year - Consumer Services
 Nomination Title: Ginny Buckley
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated individual, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 198 words used.
Electrifying.com was launched in 2020 when it became clear to Ginny Buckley that whilst industry and government were gearing up for the switch to electric motoring, consumers were being left behind. With angel investment secured from key industry figures, Ginny created a one-stop-shop that clears the air for consumers, helping them understand, choose, and buy an electric car.
Electrifying.com is the only fully-integrated, EV-focused research and sales platform in the marketplace. An easy-to-navigate aggregator tool, visitors can compare manufacturers, understand ratings and reviews, run cost, range, efficiency and emissions analysis, and set up their own online showrooms to help them through the sales process.
As a female-founded and fronted organisation, Electrifying.com has shifted the conversation to make owning an electric vehicle more accessible and inclusive. In a typically male-dominated industry, Electrifying.com is redressing the gender balance and demystifying the electric car buying experience for all, with women now accounting for around 30% of website visitors.
In the two years since launch, Ginny’s position as a thought leader is clear, with Electrifying.com enjoying over 200,000 unique monthly website visitors, seven million+ YouTube views, and a 400% year-on-year increase in partnership and advertising revenues.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's thought leadership achievements since 1 January 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 248 words used.
Ginny’s vision was to share a world-leading resource that would affect real social and environmental change and bring EVs to the mass market. With a one-of-a-kind platform backed by Ginny’s 25+ years of knowledge and experience and expert industry partners, Electrifying.com is empowering the public to make more informed car buying decisions than ever before.
What’s more, Ginny’s vision is redressing the gender balance for women. Research shows that women are the key catalyst for around 85% of car purchasing decisions, yet the motoring industry has largely ignored them.
Now, Ginny’s influence is changing the dynamic of the industry and giving women an industry role model. As the ‘go-to’ Thought Leader for all things EV, long standing juror for the World Car Awards, the leading global automotive awards programme, Ginny is regularly invited to contribute to broadcast and print media and recently sat on the FT Live – Future of the Car panel.
Meanwhile, since 2020, Electrifying.com has:
Been selected to support the UK government to produce the comprehensive, first-of-its-kind ‘Beginners Guide to Going Electric’, demonstrating the need for a resource that would help consumers to go electric with confidence.
Innovated a pioneering Efficiency Rating system for vehicles and chargers - providing clear decision-making data.
Launched the ‘Green Heroes’ initiative, bringing together a panel of experts to scrutinise and rate electric car manufacturers, giving consumers the full picture of the end-to-end carbon footprint of a vehicle including factory emissions. Another industry first that’s disrupting the market.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 248 words used.
Launched during the pandemic, Electrifying.com is the first resource of its kind with a platform that truly enables consumers to make transparent, informed buying decisions.
We make choosing, buying and owning an electric car easy for the mainstream consumer.
Visitors can even set up their own online ‘showroom’ where they can save their favourite cars to compare, similar to what they already enjoy with other online retailers in fashion and home goods.
For the wider industry, our model empowers them to build awareness of their products and services, and build deep partnerships with brands including Shell Recharge, Octopus Energy, Green Flag, Direct Line Insurance, BMW and Nissan - integrating a revenue-generating business model into a practical consumer resource that has real social purpose.
Why is this significant?
The EV market is projected to grow to £13bn by 2030. As the UK’s only end-to-end resource we predict our own reach to mirror this trend.
Furthermore, the sale of new petrol and diesel cars will be banned in the UK from 2030, with more countries following suit, but research shows that consumers need more information to give them the confidence to buy and run an electric car.
Before Electrifying.com that information was contradictory, confusing and hard to find, making many mainstream consumers switch off. Now, our impact is clear, and demand is demonstrated by our business growing from 1 to 11 employees in just two years [REDACTED FOR PUBLICATION].
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 243 words used.
Thought Leadership: Supporting materials attached demonstrate Ginny’s achievements as an industry thought leader and her vision to use her platform for social good. This can be seen through her impact with Electrifying.com as well as through her commitment as a trustee for the Manchester United Foundation, where she has worked to engage and empower young people for the past fifteen years, and is the lead trustee for sustainability.
Outstanding Impact: Examples attached demonstrate the outstanding impact of Electrifying.com’s leading research, content, reports, and guides such as the ‘Beginners’ Guide to Going Electric’ and pioneering initiatives like ‘Green Heroes’.
World-leading Partnerships: Ginny’s exceptional leadership in the field has attracted a growing list of key partners including brands like BMW, Shell and BP amongst others.
Exceptional Growth: Evidence attached shows:
- 400% year-on-year growth in advertising & partnership revenues
- 200,000 unique monthly website visitors
- 50,000+ subscribers to YouTube Channel
- 5 x sector average female engagement
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