How it all started ...

In early 2009, Reuben Vurdien (Founder and CEO of Reuben Power) identified that mass
adoption of Electric Vehicles (EVs) offers a genuine opportunity to reduce CO2 emissions.
Reuben found that with the current generation mix of electricity in the UK, an EV would be
responsible for 40% less CO2 being emitted into the atmosphere compared to an
equivalent petrol powered car - this isn't greenwash.

A quick online search showed that the UK has around 10,000 petrol stations, each with
an average of 8 to 12 pumps. A search for public EV charging points revealed around 200
scattered across the UK – less than a token gesture.

There was, and remains, a clear lack of a national EV charging infrastructure. But also
a clear 'chicken and egg' problem; what should come first, the infrastructure or mass
consumer use of EVs?

With an entrepreneurial background in the electricity supply sector, Reuben set about
finding a solution to the 'chicken and egg' challenge by developing a business model
which combined commercial attractiveness with green sense.

As a nimble electricity supply business, Reuben Power was in the perfect position to step
into the role of delivering a national EV charging infrastructure.

By mid 2009 Reuben had developed a partnership business model that is intended to
provide commercial and green benefits for all parties involved and had recruited a team
focused on delivering the immense task ahead.

The need and opportunity for a national infrastructure is clear; Reuben Power is ready to
be the driving force behind a world leading initiative and tackle the 'chicken and egg'
conundrum in the push towards a more electric future.