Qualcomm has called in AxiCom to handle the launch of its recently announced wireless electric vehicle-charging initiative.
The UK project is in partnership with the Government, the Mayor of London and Transport for London, and will offer electric cars on short-term loans, similar to the Barclays-sponsored ‘Boris Bikes’ scheme. Qualcomm’s initiative was announced in November at a Tech City event attended by the Prime Minister David Cameron.
Cars will be charged by Qualcomm’s wireless technology, meaning that the driver simply parks the vehicle in a designated bay and inductive power transfer plates in the ground power it up. The trial, which will start in 2012, will involve 50 electric cars and be based initially in Tech City around London’s Silicon Roundabout in Old Street, east London.
Addison Lee will provide several electric taxis.
AxiCom is charged with running media and industry stakeholder activities in the cleantech and automotive sectors, and handling the official launch at the Consumer Electronics Show, to be held in Las Vegas in January.
The agency’s remit will also extend to further launches across Europe and America.
Qualcomm will continue to use Mi Liberty for its other PR work in the UK. There was no pitch process for the electric car launch.
Julian Tanner, CEO, AxiCom, said: ‘We will target the automotive industry to hit home the message that this technology has solved the problems around the practicalities of charging electric vehicles in the hope this will then get the public on board.’