EV Charging Jargon Is Killing EV Sales with Matt Teske, Founder and CEO of Chargeway

Описание: Welcome to the eMobility Marketing Podcast. In this episode, Theo Reichgelt speaks with Matt Teske, Founder and CEO of Chargeway, about the biggest EV adoption blocker most teams ignore: communication.

Matt explains why the industry keeps talking in engineering terms (kW, kWh, amps, volts, plug types) even though most buyers just want three answers: Can I plug in here? How long will it take? Can I trust it? He shares the “road trip mistake” that made him realize the fuel experience—not the car—is where new buyers get stuck.

The core problem: “250 kW” on a charger creates false expectations. If a driver plugs in and sees a lower number, they assume something is broken. In reality, charging speed changes based on the car and state of charge. Matt argues this gap between what’s promised and what’s experienced is what kills confidence.

Chargeway’s response is a simple visual language: colors for plug compatibility and a 1–7 level system for charging speed that maps to real-world time. Instead of forcing people to understand charging curves, it gives drivers a clear, repeatable expectation for how long a stop will take.

The conversation also covers why early-adopter language is failing mainstream buyers, why stakeholder “not invented here” thinking creates chaos, and why EV value depends heavily on lifestyle (home charging vs street parking). Matt’s bottom line: people won’t rush to buy cars that run on a fuel they don’t understand.

CHAPTERS
(00:00) Peak kW vs real-world speed
(01:27) Why this episode is about clarity
(03:13) Engineering talk turns people off
(06:34) kW vs kWh: the useless debate
(09:17) Are brands hiding behind jargon?
(15:50) Colors + numbers as a solution
(18:21) What “Level 6” means in time
(22:33) Adoption stalls on fuel confusion
(33:18) Benefits depend on your lifestyle
(40:04) One message to the industry

Website: https://www.chargeway.net/
App Store: https://apps.apple.com/us/app/chargew...
Google Play Store: https://play.google.com/store/apps/de...

Connect with Matt Teske
LinkedIn:   / mteske  
Website: https://www.chargeway.net/

Hosted by Theo Reichgelt
LinkedIn:   / theoreichgelt  
Connect with Nexxt Industry
Website: ⁠nexxtindustry.com

Production, Distribution, and Marketing By Massif & Kroo
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