The challenge 

The Client is a privately owned generator and retailer operating across the NEM and WA. The Client also operates distribution infrastructure, supplying power to homes and businesses 

The Client engaged Rennie to explore opportunities in Australia’s emerging electric vehicle (EV) market. The Client wanted to understand the market outlook, key risks and opportunities, and to develop a clear entry strategy and roadmap for participation in EV value pools. 

Our solution 

Rennie designed and delivered a structured three-phase approach.  

1. First, we analysed the current EV landscape in Australia and compared it with more mature global markets, incorporating scenario outlooks and assessing industry headwinds and tailwinds.  

1. Second, we identified and evaluated retailer value pools, considering opportunities in residential and public charging networks, as well as associated risks such as supply chain constraints, regulatory uncertainties and distributed energy resource interoperability challenges.  

1. Finally, we developed a market entry strategy and a Horizon 1 roadmap, outlining actionable steps for the Client to capture value and position itself competitively.  

The approach balanced strategic ambition with pragmatic execution, enabling the Client to navigate regulatory settings, assess impacts such as the internal combustion engine import ban, and align its investments with the expected pace of EV adoption.  

Our impact 

Our work provided the Client with a detailed and evidence-based view of Australia’s EV market trajectory. 

Rennie’s analysis highlighted how domestic uptake compared with international benchmarks, helping the Client understand the realistic pace of change in the sector. By modelling multiple uptake scenarios, the team assessed the potential impact of regulatory settings, such as government incentives and commitments to EV charging infrastructure, as well as the risks posed by industry bottlenecks like supply chain limitations. This allowed the Client to make informed decisions on where to prioritise investment. Rennie’s value pool assessment sized opportunities across residential and public charging networks and identified where energy retailers could play a differentiated role. The resulting market entry strategy and Horizon 1 roadmap gave the Client clarity on immediate next steps and longer-term positioning, enabling the company to engage stakeholders with confidence and move decisively into the EV market. This work positioned the Client to capture value in a fast-moving space while mitigating risks associated with timing, regulation and competition.  

Key insights 

• Australia’s EV uptake trajectory will be shaped by regulatory settings, ICE import bans, infrastructure investment and supply chain challenges 

• Energy retailers are well positioned to participate in both residential and public charging value pools, but must act selectively and strategically 

• A phased market entry strategy provides clarity and mitigates risks, aligning ambition with the practical realities of adoption and infrastructure rollout.