By Michael Boehm, General Manager, Juice Americas

Get ready for the next generation of EVs: medium-to-heavy EVs built for challenging terrain and geared toward drivers who want to be able to bring EVs into their off-road recreational worlds as well. The upcoming 2022 release of the Ford F-150 Lightning truck and the much anticipated GM Hummer EV Pickup will attract those truck and off-road aficionados who might be willing to venture into an EV but don’t want to give up any of the ruggedness they’re used to in a vehicle. Dealers wanting to stake their claim in this new frontier of rugged EV owners can sweeten the deal for buyers with accessories that enhance and support the use of these powerful EV’s.

One of the accessories consumers will need are rugged, portable chargers that can meet the charging demands of the off-road or heavy-class vehicle buyer. They might make rural excursions, venture into the backcountry or haul heavy loads. They may be charging in extreme weather and are even more prone to accidentally running the charger over with a vehicle.

This next generation of EV owners needs more than flimsy chargers made of fragile plastic. If the charger doesn’t live up to the military-grade expectations of this new class of EV owners, their experience will fall short – and so will the adoption level. Dealers have an opportunity here to offer EV chargers that can meet the performance demands of this segment of EV owners – a segment that will grow quickly as more trucks and rugged terrain vehicles enter the market.

Portable Brings Peace of Mind
Portable chargers offer another level of security for your rugged vehicle customers who will find charging stations are still in the early days of deployment. Reuters notes there are about 884,000 charging stations in China as of May compared to just about 50,000 in the United States. Contrast this with analysts’ estimates that the U.S. needs 13 million chargers to be able to support the wholesale transition to EV by 2035. Making portable chargers an available option for your customers not only shows your awareness of concerns about charging station availability in remote locales but also indicates you understand the unique needs of your rugged vehicle drivers.

Accessories are an Evergreen Opportunity
In an earlier report, SEMA notes that 35 million households accessorize their vehicles each year and the specialty-equipment market totaled $45 billion. Add to this the fact that GM, Ford, and RAM pickups comprise the top three in accessory volume and it’s evident these consumers have a built-in affinity for looking at specialty items like a portable charger. As these drivers migrate to EVs they will be looking at the range of accessories and specialty equipment that will enhance their experience and use of the EV. SEMA notes: “Pickups are the perfect storm for accessorization. They offer a great platform for both enthusiast and utility modification with very high sales volume over a long history.”

In the category related to portable chargers, SEMA reports that batteries and related products are in the top ten of accessories purchased by pickup owners.

Short term we know that the semiconductor shortage is hampering truck sales but long term, consumers’ increasing love affair with trucks and all-terrain vehicles will continue. Accessories will experience market growth along with EV sales as the 2035 transition deadline moves closer.

Technical Considerations
EVs – except Tesla – are standardized on the same J1772 connector for Level 2 charging (a 240V outlet). Charging on a 240 V outlet should be about 7 times faster than the 120 V outlet. Battery size also influences charging speed. For example, a 50kW battery can be charged in about 26 hours at a 120V 15 Amp outlet and in about 4 hours at a 240V 50 Amp outlet. AC charging is considered optimum since quick charging using DC puts more strain on the battery.

To serve the rugged, all-terrain type EV driver, a portable charger should be waterproof and dustproof and ensure optimum conductivity even at extremely hot or cold temperatures.
Drivers will need chargers that have interchangeable adapters so they can switch power depending on their location and available sources. Chargers are available with error messages so a driver knows right away if an electric source is faulty and doesn’t waste valuable time with a bad outlet. Another important safety feature to look for is a heat sensor that can assure an outlet does not overheat.

EV Accessories to Help Build Your Future
Portable chargers are one example of how dealers can further engage customers beginning to move to EVs. Capturing the emerging rugged EV market is essential to success: the market has been and will continue to move toward trucks. Ford’s F-Series has been a best seller for decades. The legion of F-150 lovers will be a natural segment for evolving to Ford EVs. From now until the 2035 milestone set by OEMs, there will be new EV truck models ready for sale. Dealers who want to get ahead of this trend and stay relevant to future EV owners can look at their entire accessory lineup and see where an innovation like portable chargers needs to take place. And lastly, we can be a positive effect on climate change by supporting the full use of EVs for both heavy workloads and recreational use. The EV future is ours to make happen.