How Itselectric is Changing EV Charging in Cities
A transformative solution is at hand for the increasing problem of insufficient charging infrastructure for electric vehicles (EVs) in urban areas.
Itselectric, a startup based in Brooklyn, New York, USA, is trying to tackle this issue head-on.
This company installs chargers right at the curbside in front of residential and commercial properties.
This strategy not only facilitates easier access to charging for EV owners but also allows property owners to earn a passive income by supplying electricity.
Property owners can reportedly pull in thousands of dollars annually, making it a win-win solution that considerably broadens the network of available charging stations.
Building the urban charging network
As the US aims for a future where half of all new cars are electric by 2030, the demand to beef up EV infrastructure is growing more urgent.
New York City expects a significant bloom in EV ownership, with projections growing from 62,000 in 2024 to an expected 3 million by 2030.
For urban dwellers who depend on street parking, this makes convenient access to charging facilities an absolute necessity.
Powered by the motto “Power from the People,” Itselectric plans an ambitious expansion of NYC’s charging infrastructure.
From a modest 1,400 charging points, the city may see numbers jumping to 10,000 by 2030, all designed to fit perfectly within the dense, busy streets of the city.
The story of Itselectric
Itselectric did not appear out of thin air but was born from the daily frustrations and the entrepreneurial spirit of Tiya Gordon and Nathan King, a couple not only in life but also in business.
The pair, with backgrounds in sustainable hardware and software projects for Tiya, and sustainable architecture for Nathan, were driven to found Itselectric in 2021 after purchasing a car and finding charging options severely lacking in Brooklyn.
This seed idea has since blossomed into a thriving business, securing millions in investor funding, forging substantial partnerships and expanding its reach globally.
It has even garnered artistic nods, such as from David Byrne of Talking Heads, illustrating how the venture resonates beyond just the energy sector.
Hyundai and Itselectric
In 2023, Itselectric joined forces with South Korean auto giant, Hyundai.
This collaboration sprung from Itselectric’s convincing victory in Hyundai CRADLE’s EV Open Innovation Challenge, which aimed to discover scalable solutions to enhance global EV accessibility.
This relationship helped materially with building a series of new charging stations in Brooklyn, further enabled by support from the New York City Economic Development Corporation (NYCEDC).
“The team at Hyundai has been incredibly supportive and we could not have envisioned a better place than Brooklyn, where it all began, to put our first chargers into the ground,” Nathan said at the time.
“The United States has high goals for electric vehicle adoption, but the country is not currently prepared for what this means in terms of accessible charging.
“Our technology is specifically built for cities to ensure that every community — no matter the median income or prevalence of driveways and garages — has access to clean transportation.”
The team at Hyundai was very enthusiastic about the project too.
“Hyundai CRADLE Silicon Valley is excited to be launching this pilot program in collaboration with HMNA and Itselectric,” says Henry Chung, former SVP and Head of Hyundai CRADLE Silicon Valley.
“Curbside charging is an important part of the EV charging ecosystem that can provide access for those who rely on public charging, and we look forward to exploring this opportunity.”
A smart design for city centres
Itselectric’s charger units stand out through their compact, unobtrusive design that fits seamlessly into urban environments.
Nathan describes their aesthetic appeal: "We've removed the big, the bad and the ugly from charging stations."
Comparable in footprint to a fire hydrant, these chargers merge form with function, ensuring they don't diminish the city's visual appeal.
Users can initiate a charging session for approximately US$10 through a dedicated app or by using a credit card, making it accessible and simple.
Most importantly, a significant portion of the revenue generated is passed back to the property owners who host these chargers.
“We're just putting a little charger in front of someone's building on their curbside. And they're potentially earning thousands of dollars per year—offsetting their annual electric bill and putting money in their pocket,” says Tiya.
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