Going Global: Fisher Electronics' Strategic Expansion in the Evolving EV Charging World

The Global EV Charging Landscape: A World of Opportunity

The electric vehicle revolution has accelerated beyond national borders to become a genuinely global transformation. With worldwide EV sales projected to grow from 10.8 million in 2023 to over 27 million by 2030, the demand for sophisticated charging solutions represents one of the most significant infrastructure opportunities of our time. At Fisher Electronics, we recognize that success in this dynamic industry requires both deep domestic expertise and a strategically executed global presence. This article explores the international EV charging landscape and outlines our approach to becoming a meaningful player in key markets worldwide.

The numbers reveal a compelling story of global expansion. While China continues to lead in both EV adoption and charging infrastructure deployment—with charging facilities reaching 18.645 million units by October 2025—other regions are accelerating their transition at remarkable speeds . Europe has maintained steady growth through supportive policies and automaker commitments, while North America's charging infrastructure is expanding rapidly following substantial public and private investments. Meanwhile, Southeast Asia represents an emerging frontier with several countries implementing ambitious EV transition roadmaps.

Regional Market Analysis: Opportunities and Distinctions

North America: Rapid Expansion with Premium Expectations

The North American EV charging market has entered a phase of accelerated growth, characterized by substantial government support through initiatives like the Infrastructure Investment and Jobs Act. This region presents several distinctive characteristics:

Market Dynamics

• Strong growth trajectory with Wallbox reporting 142% year-over-year growth in North American sales during Q1 2025 

• High consumer expectations for reliability, user experience, and power output

• Complex regulatory landscape with varying standards and incentives across states and provinces

• Growing demand for bidirectional charging solutions, particularly in California and other technologically progressive markets

Strategic Implications
For Fisher Electronics, the North American opportunity requires:

• Products tailored to local standards and certification requirements, including CTEP and NTEP certifications for public charging equipment 

• Partnerships with local installers, utilities, and property developers to establish market presence

• Emphasis on reliability and customer support in a market where user experience differentiates leaders from followers

• Bidirectional charging capabilities aligned with growing V2G interest

European Markets: Maturity and Sophistication

Europe represents a mature yet evolving EV charging market with its own distinctive characteristics:

Market Dynamics

• Established regulatory framework with strong emphasis on sustainability and interoperability

• High power grid capabilities supporting advanced charging technologies

• Growing DC fast charging deployment along highway corridors and urban centers

• Increasing competition from both local champions and global players

Strategic Implications
Our European approach emphasizes:

• Compliance with European standards and certification requirements

• Integration with existing energy management systems and smart grid initiatives

• Strategic partnerships with automotive manufacturers and fleet operators

• Focus on energy management capabilities particularly valuable in markets with high electricity costs

Southeast Asia: The Emerging Frontier

Southeast Asia represents the next growth frontier for electric mobility, with several countries implementing supportive policies:

Market Dynamics

• Early-stage market development with significant growth potential

• Government-led initiatives promoting EV adoption in Thailand, Indonesia, Malaysia, and Vietnam

• Urban-focused charging deployment initially targeting major metropolitan areas

• Cost sensitivity requiring balanced performance and affordability

Strategic Implications
Our Southeast Asia strategy focuses on:

• Adapted product offerings balancing capability with cost considerations

• Partnerships with local distributors and infrastructure developers

• Flexible business models accommodating varying market maturity levels

• Robust designs capable of withstanding diverse climatic conditions

Technology Standardization and Adaptation: A Balanced Approach

Navigating Global Charging Standards

The global EV charging market features multiple competing standards requiring strategic product planning:

Current Standard Landscape

• CCS1 and CCS2: Dominant in North America and Europe respectively

• GB/T: The Chinese standard with significant domestic deployment

• CHAdeMO: Particularly relevant for Japanese automakers and bidirectional charging

• NACS: Gaining momentum through Tesla's opening of the standard

Fisher Electronics' Standards Strategy

• Modular product architecture supporting multiple standards through adaptable components

• Forward-compatible designs ensuring readiness for evolving standards

• Active participation in standards development organizations to anticipate changes

• Configuration flexibility enabling regional customization without fundamental redesign

Communications Protocols and Interoperability

Beyond physical connectors, communications protocols represent another dimension of global variation:

Key Protocol Developments

• ISO 15118-20: Supporting advanced features like Plug-and-Charge and bidirectional communication

• OCPP 2.0.1: Enabling sophisticated smart charging capabilities 

• OpenADR: Facilitating demand response participation

Our Interoperability Approach

• Protocol-agnostic system architecture supporting multiple communications standards

• Cloud-based management platform enabling remote updates and feature enhancements

• Comprehensive testing protocols ensuring reliability across different implementation scenarios

Manufacturing and Supply Chain Globalization

Distributed Manufacturing Strategy

To effectively serve global markets while managing costs and risks, we're implementing a strategically distributed manufacturing approach:

Current Manufacturing Footprint

• Primary manufacturing in China leveraging established supply chains and expertise

• Strategic partnerships in key markets to reduce logistics costs and import barriers

• Flexible production capacity enabling regional customization and rapid response

Future Manufacturing Development

• Regional assembly operations in North America and Europe for market-specific products

• Local sourcing initiatives gradually increasing regional content where economically viable

• Global quality standards ensuring consistent reliability regardless of production location

Supply Chain Resilience

Global operations require particular attention to supply chain resilience:

Current State

• Diversified supplier base across multiple regions reducing single-point dependencies

• Strategic inventory management balancing working capital requirements with supply assurance

• Collaborative supplier relationships promoting transparency and mutual development

Future Enhancements

• Increased vertical integration for critical components including power electronics

• Regional warehousing reducing delivery lead times to customers

• Digital supply chain management enhancing visibility and responsiveness

Strategic Partnerships and Localization

Partnership Models for Market Entry

Successful global expansion relies on strategic partnerships tailored to regional characteristics:

Distribution Partnerships

• Regional experts with established customer relationships and market knowledge

• Technical training and support ensuring proper installation and maintenance

• Co-marketing initiatives building brand awareness and credibility

Technology Partnerships

• Automotive OEM collaborations ensuring compatibility with regional vehicle models

• Energy management system integration with local utility programs and virtual power plants

• Payment system integration accommodating regional preferences and providers

Strategic Alliances

• Joint development initiatives addressing region-specific requirements

• Investment partnerships supporting localized operations

• Standards alignment collaborations promoting interoperability

Localization Strategy

Beyond simple translation, effective localization encompasses multiple dimensions:

Product Localization

• User interface customization accommodating local languages and usage patterns

• Feature prioritization aligned with regional market needs and value perceptions

• Certification compliance meeting all local safety and performance requirements

Business Practice Adaptation

• Sales and distribution models matching regional expectations

• Service and support operations providing responsive local assistance

• Warranty and liability approaches consistent with local market practices

The "Three-Year Doubling" Policy: Domestic Strength Supporting Global Expansion

China's ambitious "Electric Vehicle Charging Facility Service Capacity 'Three-Year Doubling' Action Plan (2025-2027)" represents not only a domestic opportunity but also a platform for global competitiveness . Key elements include:

Domestic Market Development

• 2,800 million charging facilities targeted by end of 2027 

• Over 3 billion kW of public charging capacity to be provided

• Support for over 80 million electric vehicles anticipated

Global Competitiveness Implications

• Scale advantages from participating in the world's largest charging infrastructure market

• Technology development accelerated by demanding domestic requirements

• Manufacturing efficiency enhanced through volume production experience

• Implementation expertise gained from diverse usage scenarios across China

At Fisher Electronics, we view our strong domestic position not as an alternative to global expansion but as a foundation for international success. The technical capabilities, manufacturing experience, and implementation expertise we develop serving the Chinese market directly strengthen our competitiveness worldwide.

Fisher Electronics' Global Expansion Roadmap

Phase 1: Market Entry (2025-2026)

Our initial focus centers on establishing footholds in strategically selected markets:

North American Priorities

• Distribution network development across the United States and Canada

• Product certification for key states and provinces

• Demonstration projects showcasing our technology capabilities

• Strategic account development with commercial and fleet customers

European Initiatives

• Standards compliance for key European markets

• Partnership development with installers and energy management providers

• Selected market focus initially targeting Germany, UK, and France

• Bidirectional charging introduction leveraging European V2G interest

Phase 2: Growth Acceleration (2027-2028)

Building on initial market presence, we will focus on expanding market share:

Product Portfolio Expansion

• Region-specific variants addressing localized needs

• Enhanced software capabilities supporting regional energy management programs

• Broader power range serving multiple customer segments

Business Model Development

• Strengthened partner ecosystems enhancing implementation capability

• Services and solutions complementing hardware offerings

• Financing options facilitating customer acquisition

Phase 3: Global Integration (2029-2030)

Our longer-term vision involves globally integrated operations:

Optimized Global Footprint

• Regional design centers developing market-specific solutions

• Balanced manufacturing footprint combining scale efficiency with local responsiveness

• Integrated supply chain leveraging global sourcing with regional flexibility

Innovation Leadership

• Global technology roadmap informed by diverse market insights

• Cross-market product development identifying and propagating successful innovations

• Standards influence participating in global standards development

Conclusion: Thinking Globally, Acting Locally

The global EV charging market presents a mosaic of opportunities, each with distinctive characteristics, requirements, and growth trajectories. At Fisher Electronics, we believe that success requires both global perspective and local adaptation—combining the scale advantages and technological capabilities developed in the world's largest EV market with thoughtful localization addressing each region's specific needs.

Our strategic expansion roadmap reflects this balanced approach, focusing initially on establishing meaningful presence in key markets while building the partnerships, capabilities, and insights required for long-term global leadership. As we execute this strategy, we remain committed to our core mission: developing charging solutions that are technologically advanced, reliably manufactured, and thoughtfully designed for their specific operating environments.

The electric mobility transition is ultimately a global phenomenon with local variations. Through our commitment to both international ambition and regional adaptation, Fisher Electronics is positioning itself as a trusted partner in this transformation—powering electric mobility progress wherever it unfolds.

Explore Our Global Vision:

Visit our website at https://ev-wallbox.com/global to learn more about our international expansion and partnership opportunities. Join us in powering the global transition to electric mobility—one market at a time.