Netflix, GM Will Bring More EVs to Screens

Also, ChargePoint partners with energy company Stem.

February 03, 2023

ALEXANDRIA, Va.—Netflix is increasing the number of electric vehicles shown in Netflix-produced shows and films by partnering with General Motors.

“Entertainment has a huge impact on culture. We want to make EVs famous on streaming, small and silver screens to build an EV culture through storytelling that incorporates the experiences of driving and owning an EV,” said GM Global Chief Marketing Officer Deborah Wahl.

Over the course of the next year, GM EVs will be seen in select Netflix shows and films, including “Love Is Blind,” “Queer Eye” and “Unstable,” which will feature the Chevrolet Bolt EUV, GMC HUMMER EV pickup and Cadillac LYRIQ, respectively.

“At Netflix, we create shows and films that can influence culture and spark meaningful conversations," said Netflix Chief Marketing Officer Marian Lee. "GM is a cultural leader in the auto industry, and we are proud to partner with them in their efforts by amplifying the presence of electric vehicles in our shows and films."

To bring awareness to the initiative, Netflix is airing a commercial during the Super Bowl featuring Will Ferrell as he enters the world of select Netflix shows and films.

Marketing Dive reports that the GM and Netflix partnership comes at a time when both companies are wanting to “rewrite the marketing playbook,” according to GM’s Wahl. In 2021, GM launched its “Everyone In” campaign, which showed the company’s intent to lead an all-electric future, and invited others to join the movement.

The companies hope that the inclusion of more EVs in Netflix shows and movies will help engage and educate consumers about EVs. Netflix is also working to be more sustainable behind the camera within its productions by optimizing energy use.

Netflix’s Lee stated that GM is “not paying to put their vehicles on Netflix shows,” and both companies said Netflix’s showrunners and filmmakers will have creative control over how to incorporate EVs into their productions.

Meanwhile, ChargePoint and Stem have partnered to accelerate the deployment of EV charging and battery storage solutions for highway-corridor DC fast charging and other EV charging applications like fleet charging.

ChargePoint will analyze the EV charging demand at EV site locations looking to install DC chargers, assess their eligibility for incentive programs and work with Stem to determine if a battery energy storage system may reduce the EV site’s operating costs.

According to the companies, the partnership could help businesses meet their ESG goals, especially when paired with on-site solar, as well as lower an EV site host’s utility bills by reducing demand charges. EV site hosts in areas with high utility demand charges can reduce or avoid these costs by utilizing battery storage to mitigate demand peaks.

“An integrated ChargePoint and Stem solution broadens the number of sites that can support high-speed charging economically at scale” said Pasquale Romano, CEO, ChargePoint.

As detailed in NACS Magazine, convenience retailers are hit with demand charges from electric companies because they are considered commercial users of electricity when a customer uses their EV charger to juice a battery. A demand charge is not just based on how much electricity convenience retailers use but the highest consumption they have over a short period of time. CNN reports that demand charges can make up 90% of a charging station’s electric costs.

NACS believes that EV charging should be an open, competitive market. Convenience and fuel retailers should have the option to sell any legal source of transportation energy in a competitive market with a level playing field.

The NACS EV Charging Calculator allows retailers to assess the cost and profitability of offering EV chargers at their sites. The calculator focuses on what retailer utility costs associated with EV recharging are and what the corresponding revenue must be to recover those costs after allowing for potential ancillary in-store visits and purchase profitability.

For convenience retailers looking to bring EV charging to their locations, NACS launched the EV Infrastructure Matchmaking Tool, which connects retailers with EV charging companies for all aspects and stages of offering electric vehicle supply equipment.