Creativity is a necessary trait to become a more sustainable nation. As electric cars become more popular, charging infrastructure continues to scale up. However, only some areas have the space for a Tesla Supercharger or ChargePoint station.
Innovating charging stations are popping up across urban areas, like the five boroughs of New York City, to maximize space. In Brooklyn, startup itselectric has a unique solution to the pressing question.
The company’s charging stations stand next to a commercial or residential building. It’s an on-demand service, so when drivers sign up with the business, they are provided a charging cord.
Any electric vehicle (EV) compatible with a Level 2 cord can use these stations. That includes scooters, wheelchairs, and e-bikes.
Tiya Gordon and Nathan King founded the company in 2021. They come from a background in design, sustainable and urban architecture, and project management. They recently completed a $2.2 million pre-seed funding round.
“A year ago, in November 2022, we were still in this phase of cold calling cities and saying, ‘Hey, have you heard of this thing called curbside charging?’” Gordon explained to InsideEVs. “Now we’re responding to inbound [requests from cities] that are that are specifically looking for not only curbside charging, but for innovation in curbside charging.”
Photo Courtesy itselectric
One of the incentives for buildings to sign up with itselectric is the revenue-sharing program. Since the chargers draw on the building’s electricity, the company will share revenue from charging to offset electricity bills. The program can offset up to 80% of electric expenses.
According to the June 2023 2030 National Charging Network Report from the National Renewable Energy Laboratory (NREL), the U.S. needs at least 1 million non-residential stations to support around 30–42 million “light-duty” EVs on the road by 2030.
Not all cities have the luxury of having wide spaces. At-home charging is still not at a scale to supply power to more than a few EVs at a time.
Profit-sharing business models also make everyone happy — the charging company gets its share, and so does the building it uses electricity from.
“It’s that distributed level two charging network that we already see as super successful in EU and the U.K. in Northern Europe,” Gordon told Joan Michelson on the Electric Ladies Podcast. “We already know that this model works.”
The New York City Economic Development Corp. worked with itselectric and Hyundai CRADLE to set up the first three Brooklyn Army Terminal curbside charging stations. The pilot is part of Hyundai CRADLE’s EV Open Innovation Challenge, where startups competed for funding by creating innovative technologies and business models for EV infrastructure.
Photo Courtesy itselectric
”itselectric’s modular AC charging solution brings low-cost, revenue-generating infrastructure to traditionally underserved urban communities around the country,” Olabisi Boyle, vice president of product planning and mobility strategy at Hyundai North America, said in a press release. “Hyundai is dedicated to a greener future, and our partnership with itselectric will help us achieve our goal of carbon neutrality by 2045.”
As of spring 2023, three stations opened at Brooklyn Army Terminal and three more at Steiner Studios. With EV ownership increasing nationwide, these curbside chargers will be important for meeting demands. Gordon told Michelson of Forbes on the Electric Ladies Podcast, “We want this to be as ubiquitous as a fire hydrant.”
Demand is growing for itslectric’s technology. After Brooklyn, Detroit will become the next city to adopt these stations. In a December 2023 press release, the company said five public chargers will open at local spots starting in February.
The company also announced it was partnering with other electric mobility companies in Michigan, such as Grounded RV, Newlab, and Michigan Central. This effort expands charging coverage to recreational vehicles, and renters can access the devices at the 15th Street charging enclave in Detroit. itselectric was named one of Fast Company’s “2023 Next Big Things in Tech for Sustainability.” The outlook for the business seems bright as the waiting list for their services continues to grow.
