Frontiers

Exploring the Future of the EV Experience with Charlie Martin

Professional racing driver and LGBTQIA+ activist Charlie Martin is on a mission to make motorsport more inclusive, all while chasing history as the first trans woman to compete at the 24 Hours of Le Mans. As brands shape the future of mobility, voices like hers reveal why representation, design innovation and trust matter more than ever.    In this episode, Iona Morton and Sam Munson talk to Charlie about breaking barriers on and off the track. They explore how EV technology can unlock new forms of excitement, why clear communication is key to building confidence among women drivers, and how rethinking design could inspire the next generation of motorists.  Find out more about Charlie Martin – https://gocharlie.co.uk/ Follow Charlie – @GoCharlieM on Instagram Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap Discover more about The Upside, a Sia company – https://www.theupside.net/ Chat to us about how we can help you with your next frontier – hello@theupside.net

Addressing Barriers to EV Access with Felicity Kelly

Motability Operations runs the Motability Scheme, which gives disabled people a lifeline, connecting them to life-changing independence and freedom. As Head of Connected Mobility, Felicity Kelly sits at the intersection of access, innovation and inclusive design, ensuring that disabled people aren’t left behind as the UK transitions to electric vehicles.     In this episode, Iona Morton and Sam Munson talk to Felicity about how the Motability Scheme is supporting customers with the transition to electric when it's right for them. They explore the real barriers people face - from cost and charging access to confidence and trust - and why designing with accessibility in mind ultimately creates better solutions for everyone.  Learn more about Motability Operations work – https://www.mo.co.uk/ Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap Discover more about The Upside, a Sia company – https://www.theupside.net/ Chat to us about how we can help you with your next frontier – hello@theupside.net  

Designing EVs for Women with David Trinder

David Trinder has spent years shaping the cars we see on the road today, with a career spanning Jaguar Land Rover and McLaren Automotive, as well as EV start-up Arrival. With deep expertise in how vehicles are designed, engineered and experienced, he’s uniquely placed to unpack why so many women still feel that electric cars don’t fit into their everyday lives.    In this episode, Sam and Iona talk to David about the perceived “lifestyle mismatch” between EVs and women’s needs - from family practicality and breakdown worries to the ongoing questions around sustainability. He shares what’s behind many common concerns, how EV design has started to solve the problems women face, and what still needs to change for electric vehicles to genuinely work for everyone. Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap Discover more about The Upside, a Sia company – https://www.theupside.net/ Chat to us about how we can help you with your next frontier – hello@theupside.net 

Introducing the EV Gender Gap

Welcome to a special series of Frontiers! The team were shocked to discover a significant gap in the uptake of EVs amongst women in the UK. So hosts Iona Morton and Sam Munson from The Upside set off on a mission to discover why this is.  In this launch episode, they sit down with Niku, Founder of The Upside, a Sia company, to reveal the surprising findings from their groundbreaking research.  Sam and Iona share insights gathered from in-depth interviews with women drivers across the UK, from an EV convert in Edinburgh to a meticulous researcher in Kent. They uncover two core reasons for the significant sales gap – a perceived mismatch of EV capabilities & women’s lifestyles, compounded by a deficit of trust amongst this group.   Tune in to understand the complex barriers to EV adoption and learn what the automotive industry can do to bridge this gap. Subscribe to hear our upcoming episodes featuring industry experts, including automotive engineer David Trinder, Felicity Kelly of Motability Operations, and racing driver Charlie Martin. Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap Discover more about The Upside, a Sia company – https://www.theupside.net/ Chat to us about how we can help you with your next frontier – hello@theupside.net 

World of Women’s Samantha Hawes - How can we empower women with Web3?

World of Women began as a women-founded NFT project, gaining the attention of notable holders including Reese Witherspoon and Shonda Rhimes. As the community grows, the team remains true to its mission - to get more women into Web3. In this episode, Niku and Iona talk to Samantha about building a supportive community both offline and online. They discuss the creative potential of owning IP rights and why more Web3 companies need to prioritise inclusivity. Links Learn more about World of Women https://www.worldofwomen.art/ and listen to Samantha’s podcast Healing But Human https://open.spotify.com/show/2P6uGjVFIESchT1Qo4ckLl Read The Upside’s Better Metaverse Report https://bettermetaverse.theupside.net/ Discover more about The Upside  https://www.theupside.net/ https://www.instagram.com/theupside.london