Reflections from the Sydney Electrify Everything Show – March 2025
Earlier this month, from Friday the 7th to Sunday the 9th of March, Paul Knight and I crossed the ditch to attend the Electrify Everything Show in Sydney. We had a booth tucked around the back, in the same general space with a few other suppliers, and while we might not have had the flashiest location, the conversations and insights we picked up were invaluable.
One thing that stood out was how many manufacturers from mainland China had booths at the show. I recognised several of them – these are companies that had previously approached us looking for business as manufacturing partners. For one reason or another, we’d chosen not to work with them, but it was interesting to see them now attempting to go direct to the Australian public.
That said, it seems the experience wasn’t all smooth sailing. A couple of those manufacturers came over to us on the final day, saying they found the Australian public hard to understand and were looking forward to going home. A little cultural disconnect perhaps – or a reminder that building real relationships in this industry still matters.
On the EV Power side, our portable charger design attracted plenty of attention – mostly positive. While Australia’s EV market is bigger (about six times the size of New Zealand’s), it’s not necessarily more advanced. A lot of the “early adopter” questions we heard in NZ a few years ago are now coming up across the Tasman.
A common theme: how do you charge an EV if you live in an apartment block? And more importantly, how do you charge the cost of electricity back to the correct person?
There are solutions out there – some very elegant, others eye-wateringly expensive. In my view, where body corporates have the ability, a dual charger with tap-and-go payment makes a lot of sense. If we’re used to paying for petrol at the pump, why not electricity the same way? Our systems even allow for different rates depending on the time of day, making use of variable power pricing. It’s a simple idea – but ironically, simplicity seems to be a hard sell. Sometimes I think if I made it more complicated, I might actually get more traction!
There were also a lot of newer car brands at the show – names many of the public wouldn’t yet recognise. Big screens, SUV styling, attractive prices… the Chinese EV market has had a cleanout in recent years, and what we’re seeing now are the survivors: well-funded, well-organised, and ready to take on legacy brands. If I were one of those legacy brands, I’d be nervous.
Another noticeable difference across the ditch is Australia’s push toward solar integration, not just for home energy but also EV charging. And unlike New Zealand’s RUC system – which feels like something inherited from medieval times – Australia rolls everything into one annual relicensing fee. It’s higher, sure, but it’s one payment, and people seem to prefer that.
The show itself drew over 30,000 attendees across three days. I gave a talk on home EV charging, focusing on a message I think more people need to hear:
You don’t need to spend thousands on a fancy charger when you first get an EV.
Start simple. Use a safe, reliable three-pin charger (we make a great one, of course). Figure out your driving habits. If you’re consistently using more than you can top up overnight, then – and only then – consider upgrading to a wall-mounted charger.
Stats show that 61% of EV owners still charge using a standard wall plug. We’ve seen customers who spent up big on a smart charging system, only to realise a month later that the cost of running their EV is so low, they rarely check the app again. People don’t believe how cheap EVs are to run – until they see it for themselves.
On a personal note, Paul Knight managed to sneak in an AFL game, and we both left the event with some fresh ideas and a better understanding of the Australian EV landscape. We’ve already made progress with a few Australian business opportunities as a result of the show – so all in all, time well spent.
-Paul O’Connor, March 10, 2025