The Importance of Having Allies in Electrification with Brandon Bordenkircher, Campaign Manager for EVNoire supporting Electrifying Michigan

EVNoire is referenced as the organization Brandon Bordenkircher represents, focused on supporting EV adoption and equity-oriented outreach. In this segment, it’s tied to advocacy for electrification in Michigan.

In automotive, electrification means shifting from gasoline or diesel power to electric propulsion (typically battery-electric vehicles, and sometimes plug-in hybrids). It also includes the supporting ecosystem—charging access, grid readiness, and how people adopt and use EVs day to day.

The Buick Century is a mid-size sedan that was produced by Buick for many decades, known for being a mainstream, family-oriented car. It often comes up in conversations about how long certain vehicle formulas stayed consistent before major changes in the market. In a podcast, it’s a good reference point for discussing what “used to work” for a long time and what shifted later.

Consumer understanding refers to how well everyday drivers grasp new technology—what it does, how it works, and what tradeoffs to expect. For EV adoption, this often includes charging basics, range expectations, and how the ownership experience differs from gas cars.

Range anxiety is the fear that an electric vehicle (EV) won’t have enough battery charge to reach a destination. It’s usually driven by uncertainty about real-world range, charging availability, and charging speed.

EVs are vehicles powered primarily by electricity stored in a battery, rather than by gasoline. The transcript frames EV adoption as a learning curve—people need education on how EVs work and how to use them day to day.

Mass adoption refers to EVs moving from early adopters to mainstream buyers. The transcript highlights that education and awareness are key to reducing uncertainty and helping more people see themselves driving an EV.

“Mass market” means moving beyond early adopters and targeting everyday buyers who make up the majority of sales. In EVs, that usually requires simpler ownership experiences—charging access, clear instructions, and fewer friction points—so a typical family can use the car reliably.

“Early adopters” are the first group of consumers willing to try new technology despite rough edges. The speaker contrasts them with mainstream buyers by noting early adopters tolerate inconvenience more and are more likely to learn the system (like reading the manual) to make EVs work for them.

“Workforce development” is the effort to train and prepare people for jobs needed by a growing industry. In the EV context, that can include skills for charging installation, electrical work, vehicle service, and other roles that keep electrified transportation running.

GM (General Motors) is a major automaker and a key player in the EV market, especially through brands like GMC and Chevrolet. Mentioning GM in this context highlights that large manufacturers are actively building EV experiences and educating customers.

A key fob is a small remote that lets you lock/unlock the car and often start it without inserting a traditional key. Many modern vehicles use it with a push-button start, which can confuse first-time drivers.

“Push the button” refers to push-button start, where the vehicle starts electronically when the key fob is detected. For EVs and modern cars, this is part of the “new normal” experience compared with turning a key.

The Hummer EV SUV is an all-electric SUV built by GMC’s Hummer brand, designed to deliver strong performance with electric power. It’s significant because it brings the Hummer name into the EV era, and it’s often discussed in test-drive contexts for how the driving feel and features differ from older, gas-powered Hummers. In the podcast, it’s likely brought up to connect expectations from the brand’s past with what an EV actually feels like behind the wheel.

The “charging experience” includes how drivers learn to plug in, choose charging speeds, and understand what the car is doing while charging. It’s a major adoption hurdle because EV ownership depends on charging routines rather than just fueling habits.

An “EV ecosystem” refers to the full network of people and infrastructure involved in EV adoption—vehicles, charging stations, utilities, and the services that support charging. When hosts mention the ecosystem, they’re usually pointing to how charging access and education affect real-world EV comfort and adoption.

The “ecosystem needs a purpose” idea is about how EV infrastructure, manufacturing, and consumer demand must align for the transition to work. In practice, if consumers aren’t buying EVs, the supply chain and charging ecosystem can’t sustain itself.

Referencing “someone’s garage or apartment” highlights that EV charging and adoption depend on where people park and live. For many listeners, this points to the real-world challenge of charging access for apartment dwellers versus homeowners.

“Combustible engines” means internal combustion engines that burn fuel (like gasoline or diesel) to create power. The discussion connects these engines to environmental pollution, contrasting them with EVs as a cleaner alternative for reducing emissions.

“Charging ability at their home” refers to whether a driver can reliably charge an EV where they park overnight—typically via a home charger or access to a suitable outlet. Home charging is a major adoption factor because it reduces range anxiety and makes daily use convenient.

EV stands for electric vehicle, meaning a vehicle powered primarily by electricity from a battery (or sometimes another electric source). The key adoption hurdle is often understanding charging, costs, and day-to-day usability.

An emerging ecosystem is a network of companies, researchers, suppliers, and educators that are still forming around a new technology. For EVs, that ecosystem includes everything from developing technology to teaching people how to use it.

Detroit is used here as shorthand for the regional EV and automotive innovation ecosystem. The point is that major auto hubs can accelerate electrification by bringing together suppliers, developers, and educators.

Electrifying Michigan is referenced as a regional ally working to educate consumers about EV adoption and ownership. The episode frames it as helping people understand how electrification affects real-world usage decisions.

In EVs, the battery is the main energy storage system that powers the electric motor(s). The “nothing else there” reaction in the transcript highlights that EVs often have fewer visible mechanical components in the engine bay because the battery and power electronics are packaged differently.

“Consumer adoption of EVs” refers to how and why everyday drivers decide to switch from gasoline cars to electric vehicles. It’s influenced by things like charging access, upfront price, incentives, and trust in reliability and convenience.

“Brand agnostic” means the campaign isn’t tied to one automaker; it promotes EV adoption broadly. “Multimodal” highlights that electrification and mobility improvements aren’t only about cars—there can be buses, bikes, and other transportation modes too.

A mobility ecosystem is the network of organizations and technologies involved in transportation—like automakers, utilities, government, and community groups. The key idea is that electrification isn’t just a vehicle change; it requires coordinated systems across energy, policy, and workforce.

OEMs are Original Equipment Manufacturers—the companies that build vehicles or major equipment. In electrification, OEMs matter because they decide which EV platforms to produce and how quickly to scale battery-electric models.

Utilities are the electric power providers that operate and expand the grid. For EV electrification, utilities are central because charging demand and new infrastructure require planning, upgrades, and coordination with regulators and communities.

Shore power infrastructure is electrical power supplied to ships while they’re docked, allowing them to shut down onboard engines and run electrically. It’s part of broader electrification because it reduces emissions and shifts energy demand to the grid.

Unmanned aerial systems (UAS) are aircraft that operate without a human pilot onboard, typically controlled remotely or autonomously. Including UAS in electrification conversations highlights how battery and power technologies can apply beyond cars.

Workforce synergies means skills and jobs can transfer across related industries as electrification expands (for example, manufacturing, battery assembly, and power systems). Coordinating training and hiring helps reduce bottlenecks when multiple sectors grow at once.

“Multi-modality” means electrification and mobility planning that covers more than just passenger cars. It includes transit modes like trains and buses, micromobility like bikes and e-scooters, and even logistics and emerging tech like drones and autonomous vehicles. The key idea is coordinating many different transportation and energy systems together.

E-scooters are battery-powered micromobility devices that fit into the broader multi-modality ecosystem. They’re often discussed in electrification because they can reduce short-trip emissions and congestion when replacing car trips. Their impact depends heavily on charging access, safety rules, and local infrastructure.

Electric boats are marine vessels powered by electric motors and batteries (or other electrical power sources). They’re part of the broader electrification conversation because electrifying marine propulsion can cut local emissions in ports and waterways. The practical challenge is energy storage and charging/charging infrastructure at marinas.

This phrase points to the idea that electrification isn’t just about swapping vehicles—it’s also about the energy supply chain. It includes how electricity is generated, transmitted, and used to power different mobility modes. Listeners should connect this to grid capacity, charging demand, and overall emissions depending on the electricity mix.

The segment emphasizes that many public concerns about electrification come from misconceptions rather than facts. This is important because messaging and education can directly affect adoption rates and policy support.

In this context, “allies” are partners and advocates who help communicate electrification benefits and address concerns. The hosts connect allies to outreach strategy—using credible messengers to build trust and momentum.

“Amplifying the voice” here means spreading a message through multiple trusted sources so it lands with different audiences. The hosts argue that repetition from varied directions increases the chance people actually hear and accept the information.

Shoreline infrastructure refers to the on-land systems that support marine electrification—especially power delivery at docks and marinas. For electric boats, this can include electrical upgrades, charging stations, and safety systems for wet-environment use.

Torquito appears to be referenced as part of the electric-boat/charging ecosystem, likely a company or project name connected to marine electrification. Without more context in the segment, it’s unclear what they specifically do.

E-boats are electric boats powered by electric motors rather than traditional combustion engines. Electrification campaigns sometimes include marine electrification because it shares similar goals—reducing emissions and building charging/infrastructure and workforce capability.

Public awareness and demand generation are outreach strategies meant to increase interest in a technology and convert that interest into real-world adoption. In EV policy and market-building, this often includes events, messaging, and partnerships that help people feel comfortable with the idea of electrification.

A ride-and-drive is a hands-on event where people can experience a vehicle (often EVs) firsthand, usually with staff available to answer questions. For electrification campaigns, these events help reduce uncertainty by letting potential buyers feel how the car drives and learn about charging and ownership in a low-pressure setting.

Uber is mentioned here as a partner in an EV ride-and-drive event. In electrification efforts, ride-hailing and mobility platforms can be important because they can influence fleet adoption and provide a real-world context for how EVs fit into daily transportation.

A hybrid vehicle uses both an internal-combustion engine and an electric motor/battery. Mentioning hybrids alongside EVs highlights that some drivers may already understand the concept of electrification, even if they haven’t tried a full EV.

In this context, “demystifying” means removing fear and misconceptions about electric vehicles by letting people experience them firsthand. The goal is to turn abstract concerns into real-world understanding through a ride or hands-on exposure.

The phrase “being sold at a higher clip” refers to EV adoption accelerating—more units are moving into everyday use. That matters because seeing EVs in real life reduces uncertainty and makes the idea of owning one feel more normal.

Electric buses are transit vehicles powered by electric motors and batteries instead of diesel or gasoline. The hosts highlight typical rider-perceived benefits like reduced noise and smoother operation, which can make EVs feel more “real” to the public.

An autonomous underwater vehicle (AUV) is a robotic craft that can operate underwater with its own onboard systems, often without real-time human control. In the context of the episode, it’s an example of a “partner win” or pilot project that can be shared to build visibility for electrification-adjacent innovation.

“Multiple angles” describes reaching audiences through different messengers and perspectives until the message lands. The hosts argue that EV adoption messaging often needs to be tailored and repeated across trusted voices.

“Trusted connectors” are community members or organizations people already rely on. In EV outreach, they help translate information into messages that feel relevant and credible to specific audiences.

Global Epicenter Mobility is referenced as the organization working on EV outreach. In this context, it’s involved in distributing information through trusted community connectors.

“Technical jargon” refers to specialized language that can make EV topics feel confusing or intimidating. The hosts emphasize avoiding it so people can understand the opportunity and see themselves as the target audience.

In electrification conversations, “demystifying” means translating technical and policy jargon into practical, everyday language. The goal is to reduce uncertainty so people feel confident about charging, costs, and what owning an EV will actually feel like.

“Jargon” refers to specialized terms that can make electrification topics feel inaccessible. Removing it helps listeners connect the dots between EV technology and real-world ownership questions like charging reliability.

“Get a charge” is shorthand for successfully charging an EV—either at home, at work, or via public charging. Listener anxiety often centers on whether charging will be available, convenient, and reliable enough for daily use.

Peer-to-peer (P2P) charging is a model where EV charging access is shared between individuals or hosts rather than coming only from traditional utility or retail charging networks. It can expand charging availability by turning underused private chargers into bookable public-like charging.

“Plug P2P” is referenced as a startup addressing EV charging availability. The context suggests it operates a peer-to-peer model for sharing charging access, similar to how people share accommodations on Airbnb.

The phrase “home chargers” refers to charging equipment installed at or near where people park their cars, typically at home. Access to home charging is a major factor in whether EV ownership feels convenient, because it reduces reliance on public stations.

The “Airbnb-like” comparison describes a booking-based system for EV charging, where drivers use an app to locate and schedule charging time at a specific location. This approach can help address gaps in public charging coverage, especially for drivers without convenient home charging.

The segment discusses finding a charger “nearest to you” and scheduling charging time, which is essentially public (or publicly accessible) charging. Public charging availability and usability are key to EV adoption because they reduce “range anxiety” and make trips feasible without relying solely on home charging.

“Supply chain expertise” refers to the know-how required to source materials, components, and logistics efficiently for a new technology. For electrification, supply chains must handle batteries, power electronics, and specialized manufacturing inputs that differ from traditional auto parts.

“Electrified future” is shorthand for shifting transportation from internal-combustion vehicles to electric drivetrains. In practice, it involves EVs, charging infrastructure, and the industrial capacity to produce batteries and related components.

The “train on rails” analogy describes how industrial systems are hard to redirect quickly because existing infrastructure and processes are optimized for a specific path. Electrification requires coordinated, phased changes across manufacturing and supply chains to avoid costly disruption.

“Transformation” here refers to the broad shift required for electrification—upgrading manufacturing, retooling suppliers, and building new capabilities. The context highlights that this is competitive and must be done relative to what other states and countries are doing.

“Energy resilient” refers to the ability of an energy system to keep functioning reliably during disruptions. In electrification, it often means planning for grid capacity, backup power, and infrastructure that can handle higher electricity demand.

The “shift towards EVs” is the broader transition from gasoline vehicles to electric drivetrains. This changes how transportation energy is produced and delivered, putting new demands on charging infrastructure and the electric grid.

Connected mobility refers to vehicles and transportation systems that communicate data—often via cellular, Wi‑Fi, or vehicle-to-infrastructure links. In electrification, connectivity can enable smarter charging, traffic optimization, and better coordination between vehicles and the grid.

Grid modernization is upgrading the electric grid so it can handle new loads and technologies. With EV adoption, utilities may add capacity, improve controls, and expand distribution infrastructure to support charging demand.

Demand management is coordinating electricity use to avoid overwhelming the grid during peak times. For EVs, it can include charging strategies like shifting charging to off-peak hours or using smart charging to match grid conditions.

“Massive adoption” refers to EVs becoming common enough that charging infrastructure, electricity planning, and consumer expectations all start to scale. When enough people and organizations switch, the benefits compound beyond individual vehicles.

“Fleets in local government” means groups of vehicles owned and operated by counties, cities, municipalities, or states. Electrifying fleets can reduce emissions and operating costs while creating early demand for EVs and charging in a region.

“Electrifying everything” here means moving not just personal cars, but also fleets—like government and school vehicles—to electric power. Fleet electrification is often a faster path because organizations can plan routes, charging, and maintenance around predictable usage.