David Martell has witnessed and shaped the automotive industry’s most significant transformation in over a century. As CEO of Andersen EV, the UK’s premier designer electric vehicle charging brand, Martell brings an unparalleled perspective to the rapidly evolving world of electric mobility. His entrepreneurial journey began in 1990 with the creation of Trafficmaster, one of Britain’s first telematics companies, where he personally installed traffic monitoring sensors on motorway bridges across the country. This hands-on approach to innovation would become a defining characteristic of his leadership style throughout his distinguished career.

The foundation of Chargemaster in 2009 marked Martell’s prescient recognition that electric vehicle adoption would drive the automotive industry’s most significant technological shift in generations. After successfully selling the company to BP in 2018, where it now operates as bp pulse, Martell continued his mission to accelerate EV adoption through accessible home charging solutions. His strategic acquisition of Andersen EV in 2022 has positioned him at the helm of a company that has redefined premium home charging infrastructure, earning recognition as the UK’s designer EV charging brand. With nearly half a million miles driven in electric vehicles and extensive advisory experience with the Department for Transport, Martell offers The Executive Magazine readers unique insights into the policies, technologies, and market dynamics shaping Britain’s electric future.

As someone who founded Chargemaster over 15 years ago and now leads Andersen EV, how has the UK’s electric vehicle landscape evolved during your tenure in the industry?

“I’m one of the lucky few who has been in the automotive industry for over three decades. In 1990, I created one of the first telematics companies, Trafficmaster, which provided live traffic information. I was often spotted hanging (safely!) over the side of motorway bridges, installing sensors that monitored where there was traffic congestion. You can never say I’m not one to get my hands dirty!

“In 2009 I founded Chargemaster, realising that the shift to electrification would require the biggest change to technology in the auto industry for over 100 years. We sold Chargemaster to bp in 2018 and it’s now known as bp pulse.

“That seismic shift is still very much underway, as car companies, dealers, suppliers, government and consumers work out a place for electric vehicles (EV).

“I worked out recently that I have driven nearly half a million miles in EVs over the years. My thinking has always been that the most practical and cost-effective way to charge an EV is at home. Public charging has its place, but too often we ignore the 70% of drivers who have the capability to charge at home. People always ask me how long it takes to charge my EV and I say ‘one minute’; I get home, plug it in and walk away. You don’t ask someone how long it takes to charge their mobile phone and in my mind it’s the same with EVs.

“I wanted to focus on how we could support the uptake of EVs with simple home charging solutions. Initially I founded EVIOS, and then an opportunity arose to acquire the designer charger company, Andersen in 2022.

“The market demand for domestic charge points, and cheaper, practical charging is increasingly being met, but we would like to see more government incentives for home charging, rather than only focussing on public charging infrastructure.”

The acquisition of Andersen EV by EVIOS in October 2022 marked a significant moment for both companies. What strategic vision drove this decision, and how has the integration progressed?

“Our cars and our homes are two of the most expensive items we buy in life, so any accessory that goes with that should reflect that level of investment. I’m sure I’m not the only person who hates the look of these ugly white boxes with a messy cable lying on the driveway. Andersen addressed that issue with subtle design, a hidden cable and a range of colour choices.

“The acquisition of Andersen was inspired by the opportunity to lead the premium home charge market, and over the last three years of ownership we have earnt the title of the ‘UK’s designer EV charging brand’ and have gained multiple product and brand awards. In that period, we have also doubled the size of our production facility, introduced two new products and grown market share.

“We are now at the point where Andersen EV has become our main business, and although EVIOS no longer exists as a trading name we firmly believe that the successes and lessons learnt from that venture have supported the growth of Andersen.

“In the future, we hope to carry our mission further and provide premium home charging points to more customers across the UK. With the launch of our newest product the highly compact Andersen Quartz, we hope to do exactly that by providing the build quality and functionality synonymous with Andersen at an affordable price.”

Andersen EV distinguishes itself with over 200 colour and finish combinations. How important is aesthetics in home charging infrastructure, and why has the sector historically overlooked design?

“I think the launch of the domestic home charging industry was initially a reactive decision, and one that prioritised manufacturing speed rather than quality and purpose. However, as the market has matured and experienced more entrants, decisions have become more thoughtful, proactive, and engaged with the needs of the consumer.

“Part of our logic for acquiring Andersen was the acknowledgment that the home charging industry is generally characterised by clunky and utilitarian products that lack any aesthetic sophistication. Andersen products stand apart from the competition.

“The Andersen A2 and A3 are available in over 200 colour combinations, and our newest unit, the Andersen Quartz, can be customized in over 100 colour combinations for the facia and body. We design every unit with the intention that it can match one’s car, home or even lifestyle.

“We have even partnered with premium brands like Porsche, CALLUM, and COAT to deliver limited-edition custom palettes that meet the quality and luxury expectations of our clientele.

“But it goes beyond aesthetics. If you buy a premium product, you expect a premium service and that’s another important point of differentiation for us. Every customer has access to our Concierge Service, which is there to help with any questions right from the point of first enquiry and continues through their time as an Andersen customer.

“Our in-house installation team has also earned Which? Trusted Trader status, which provides every Andersen customer with added peace of mind.”

Your products feature hidden tethered charging cables, which you note are unique to the EV sector. What technical challenges did you overcome to achieve this design feature?

“To accommodate the cable, we also had to house the bulky gun, which dictated the internal volume and potential size of the final product. The thickness of the charging cable—necessary for the high currents involved—limited how tightly it could be wound without causing wear. By sourcing a specially developed, more flexible cable, we were able to reduce the size of the internal ‘core’ around which it wraps.

“The cable also has something of a mind of its own when winding, so we had to allow for variation in how it stores itself. Following the development of the A2, we didn’t want to rest on our laurels. We set ourselves the challenge of reducing the footprint further, which led to the smaller and very successful A3 charger. For this, we developed internal cable ‘guides’ to achieve a more predictable and consistent wrap—accepting that the cable would need to wind in a single direction.”

Having advised the Department for Transport on EV infrastructure, what policy changes do you believe would most effectively accelerate the UK’s transition to electric vehicles?

“The announcement requiring all new homes to have an EV charger installed is an important step forward for home charging and will help to promote accessible electric mobility.

“However, new houses are only a very small part of the overall picture, and the government needs to look closely at how it can help all homeowners. Most notably, it needs to address inconsistencies in taxation policy.

“Currently, the government applies 5% VAT on domestic electricity, but the VAT rate for the purchase and installation of a charge point remains at 20%, and that can be prohibitive for many who might be considering a shift to electrified mobility.

“There is 0% VAT on the installation of qualifying Energy Saving Materials, such as heat pumps and solar panels in residential accommodation, fixed until March 2027. It would be a logical next step to extend zero-rated VAT to the installation of home EV chargers.”

The Andersen collection includes the award-winning A3, the A2, and the new compact Quartz. How do you balance innovation with maintaining the design DNA that defines your brand?

“My background and experience in business, and specifically product-led businesses, has taught me that one must always be flexible and open to developing their offering to best meet the changing needs and expectations of consumers. The introduction of the Andersen Quartz is a prime example of how we have applied this initiative.

“We recognised that the A2 and A3 units held a substantial market share within their niche, but we wanted to grow this and interact with new customers who may want a more compact unit at a lower price point. 

“The new Andersen Quartz is notable for its smaller dimensions, being 34% shorter and 45% narrower than our previous smallest unit – the award-winning A3 – and it can be optioned as a socketed unit or with a tethered cable. The unit also features an optional interactive screen, and refreshed app.

“Despite these changes we have preserved the stylistic DNA of our brand by still featuring the pioneering design, build quality and functionality that is core to the Andersen brand.”

Your Bedfordshire facility crafts all Andersen products. In an era of outsourced manufacturing, what advantages does local production offer to your business and customers?

“Our main office is attached to our state-of-the-art assembly facility and all products are assembled here in the UK. Naturally this invites many advantages including logistical and environmental benefits.

“The clear benefit of our in-house product assembly is the significantly reduced carbon footprint. For example, over 74% of all parts for the new Andersen Quartz are built in and sourced from the UK, the highest percentage of any Andersen product to date.

“Building by hand means that we are able to rigorously ensure quality at every stage in the manufacturing process. Every unit undergoes a 50-point quality check before dispatch and we are so confident in our quality that every Andersen unit comes with a market-leading seven-year warranty, the longest available with any home charge point, covering the charger and all ancillary parts.

“The other primary benefit is that we can deliver bespoke products to our customers within three weeks of order. We dispatch the unit to the customer in recycled and recyclable packaging, ready for when our in-house installer arrives.”

Drawing from your experience selling Chargemaster to bp, what lessons have you applied to your leadership at EVIOS and Andersen EV?

“I have had many highlights in my career, and I get lots of satisfaction from growing something from a small-scale idea, to seeing it work, and naturally overcoming challenges and barriers along the way. But I think the ethos that I have tried to adhere to throughout my professional career and ownership of Andersen is to have a plan and stick to it with focus and passion.

“Every organisation and sector I have engaged with has ignited a personal passion, and I try to steer every business decision I make with this enthusiasm.”

Looking ahead to the next five years, what developments do you anticipate in home charging technology, and how is Andersen positioning itself for this future?

“To meet the 2030 targets there needs to be a steep rise in EV adoption among private buyers, which will generate an increasing need for domestic charging. Government policy needs to adapt to build on the current momentum.

“We will continue to position ourselves as the UK’s leading designer EV charge point brand and, with the introduction of our newest unit – the Andersen Quartz, we can hopefully secure a larger share of the market and further drive our profitability. One thing is for sure, the industry never sleeps. It’s an exciting environment to be in and one that provides many opportunities to those with the right mindset.”