Energy - Realising Growth

We developed a heavy vehicle market entry approach
for a hydrogen fuel cell manufacturer.

Client Situation

  • Our client is a leading hydrogen fuel cell company based in North America

  • The company has experienced significant successes with fuel cell-powered heavy vehicles in Europe and America

  • After signing agreements with two local customers, our client had ambitions to expand in the ANZ heavy vehicle market

  • Our client sought help to identify and navigate the commercial challenges of entering the ANZ heavy vehicle market, including scoping OEM partnerships, understanding current and future hydrogen infrastructure and supply, and identifying priority customer segments

Our Approach

  • We undertook research to understand the key market industries for heavy vehicles and identify potential applications for hydrogen fuel cells

  • We engaged experts across various sectors to clarify issues, test hypotheses, and broaden our understanding of the industry

  • Upon completion of a market fact base, we facilitated a workshop to build out key elements of our client’s go-to-market offer

  • Following this, we mapped the heavy vehicle OEM-dealer ecosystem and hydrogen production and infrastructure developments in Australia

Outcome

  • Our research, engagement, and assessment informed a view of the Australasian heavy vehicle market, that covered OEM & dealer support, hydrogen access, and target customer segments

  • A multi-faceted go-to-market approach was developed to aid our client’s entry into the Australasian heavy vehicle market

  • This work led to a similar approach being utilised by our client for other international markets

Darren McGowan