Have a strong brand in a world of noise—it’s like having the only red T-shirt in a stadium full of white ones

A self-confessed petrolhead, it took a while for Erik Severinson to warm to the idea of electric cars. “I’ve been in the automotive industry for 20 years,” says the chief commercial officer of Volvo Cars. “Of course, I’ve had my stick shifts, rear-wheel drives, slippery snow driving. I wasn’t convinced in the beginning—then I got into the electric car, and I understood.”

Severinson would love the public to understand the same thing—that electric is the future when it comes to what we decide to drive.