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Optimal EV’s Strategic Approach: A Conversation with Executive Vice President Jeffrey Hiatt at ZEB Con 2024
At the recent ZEB Con event, Optimal EV’s Executive Vice President, Jeffrey Hiatt, took part in the "Ask an OEM" Roundtable alongside industry peers, Javier Hernandez (Director, National Sales at Gillig), Mark Fisher (Director, National Sales at New Flyer), Jason Yan (Director Sales Operations, RIDE), and Jonathan Beaulieu (Cofounder of Letenda). The discussion centered around the challenges facing bus OEMs in North America, including unprecedented demand, ongoing supply chain disruptions, and fluctuating pricing. One of the standout moments of the roundtable was when Jeff was asked, "What makes Optimal EV different from the other medium-duty manufacturers that are no longer around or are currently struggling?"
Jeff’s response highlighted several key strategies that have set Optimal EV apart from the competition:
1. Avoiding the Hype and Staying Focused
"We didn't get caught up in all the SPAC hype and the pressures that come with it," Jeff explained. This strategic decision has allowed Optimal EV to maintain greater control over its growth trajectory, carefully allocate resources, and keep its primary focus on product development. By prioritizing engineering and development capabilities, Optimal EV has been able to design, test, validate, and build a robust product tailored to meet the needs of transit agencies.
2. Purposeful Growth and a Focused Approach
Jeff emphasized that Optimal EV has been "very methodical and purposeful in building the company." Rather than rushing to acquire a large manufacturing facility, the company has opted for a modest factory in Elkhart, Indiana, which is perfectly suited to their current production needs. This decision reflects a strategic approach to growth—expanding the manufacturing footprint only when demand necessitates it.
3. Understated but Effective Marketing
"We didn't overhype the company," Jeff continued. Instead of making bold, premature announcements, Optimal EV has taken a low-profile approach during its initial product development and production phases. Jeff recounted a recent conversation at the expo, where someone congratulated him on successfully completing Altoona testing and asked why the company wasn’t more vocal about it. His response was telling: “We are now in a place, with Altoona testing complete, to start the marketing phase. We have a product, not just the promise of a product.”
Moving forward, Jeffery assured us that there will be more communication from Optimal EV—not with grandiose announcements about large-scale deals, but with meaningful introductions of the company and its products to the world.
Optimal EV’s approach underscores the value of strategic growth, focusing on product quality, and maintaining a steady course amid industry turbulence. As the company continues to make its mark, it’s clear that Optimal EV is not just another player in the electric bus market, but a company committed to innovation and reliability.
