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The Industry's Charge into EV Infrastructure 

By Randy Reid

The lighting industry, a cornerstone of urban infrastructure, is now illuminating a new path by integrating electric vehicle (EV) charging solutions into their business models. I sat down with Stephen Mitchell, MaxLite’s Vice President of Business Development - Energy Solutions, to discuss this significant pivot. Mitchell discussed strategies behind lighting companies' foray into the EV market.

Mitchell recalled the genesis of this shift, a couple of years back, when ESCOs and their subcontractors started to diversify their service offerings. Originally focused on performance contracts for energy savings in large projects, these entities began eyeing the lucrative EV charging market. "Before, a company like Honeywell would win a big school district, and, as the performance contract owner, go hire lighting subcontractors to help them execute projects," Mitchell explained, setting the scene for why these ESCO contractors are now pivotal customers in the EV charging sector.

The shift from traditional lighting to EV was not subtle, noted Mitchell. "All of a sudden, we were getting less phone calls about lighting projects as the ESCOs were starting to focus on EV." This observation prompted a strategic re-evaluation within his company.

The company's response has been a dual approach that caters to different market needs. Mitchell introduced EV Max, a basic line designed to meet the competitive pricing demands, and EV Max+, a premium offering prioritizing service and uptime. He delineated their intention not to be just another name in the market but rather a comprehensive resource, assisting customers with the installation complexities and ongoing service demands that EV charging entails.

In offering their EV Max+, they have partnered with LynkWell, a company renowned for its robust software and customer support. This partnership is central to their strategy, as Mitchell emphasized their commitment to supporting local talent and jobs. "This product is put together in Schenectady, New York... with a team of 25 plus American software engineers," he pointed out, underscoring the significance of homegrown expertise and employment.

However, the transition to EV is not without concerns. I brought up the issue of warranty and the fear of equipment failure. To this, Mitchell assured that their chargers are built with reliability in mind, and they back this up with their unique warranty offer. He also touched on vandalism concerns, clarifying that while their warranty is comprehensive, it logically excludes such damages.

One groundbreaking service model they have introduced is a lifetime warranty on the hardware. "If you upgrade to the pro level of the software, we are providing lifetime warranty on the hardware as long as they keep their subscription going from year to year," Mitchell shared, addressing one of the industry's significant pain points—longevity and reliability.

Mitchell introduced a feature that resonates with my own experiences on the road: the EZ-Swap Faceplate™. This ingenious solution, crafted for their premium EV charging service, is born from a need I've encountered firsthand. As a hybrid driver who regularly uses public EV chargers, I've found that roughly 20% are out of commission. The easy swap feature promises to streamline repairs, dramatically cutting down on the downtime that can leave drivers like me stranded and searching for a working charger. It's a valuable innovation that speaks directly to the serviceability and long-term value of EV charging investments, addressing a real-world issue that impacts drivers every day.

I asked Mitchell the question that I ask everyone in the EV charging field: What is being done for security and safety in EV charging? He did talk about the importance of lighting at the charging station but was not aware of any company offering breakaway chargers for emergency situations.

Mitchell envisions a steady increase in the uptake of electric vehicles, suggesting it may take five to ten years to observe significant changes in the market.

MaxLite is not just chasing a trend but is strategically positioning themselves to be at the forefront of a sustainable future. With a firm belief in the long-term potential of EVs, and an unwavering commitment to service and support, lighting companies like MaxLite are redefining their role in an ever-greening world, ensuring they remain a beacon of innovation and reliability for their customers. ■

MaxLite is not just chasing a trend but is strategically positioning themselves to be at the forefront of a sustainable future.
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