An EV Service Helping Companies Achieve Environmental Sustainability

Amid growing concerns over climate change and the increasing frequency of extreme weather events, companies and local governments are under pressure to reduce their environmental footprint. A key initiative in this effort has been the transition from gasoline-powered vehicles to electric vehicles (EVs). While this shift has gained traction among individual consumers, a growing number of corporations are now converting their business fleets to EVs.

However, this transition presents its challenges. Corporations with large fleets face challenges in choosing which EVs to deploy, factoring in the cruising range that depends on battery capacity and current charge levels. Recharging management also becomes complex due to the limited number of charging stations—issues not faced with gasoline-powered vehicles.

Among rising corporations adopting EVs, Marubeni—with its extensive experience in the mobility sector—has received numerous requests for support in addressing these challenges. This demand led to the development of the “Omakase EV for Biz” service which launched in 2021.

Designed for corporations managing fleets including EVs, this service uses a proprietary algorithm developed by Marubeni to optimize vehicle allocation based on each vehicle’s remaining battery capacity and electricity costs. This system enables the use of EVs without concerns over remaining battery levels- while minimizing fuel and recharging costs by balancing usage between electric and gasoline-powered vehicles. The result is increased EV utilization and reduced CO2 emissions. For companies considering adopting new EVs, Marubeni also offers an “EV Installation Effect Calculation Service,” which analyzes past vehicle usage patterns to recommend the optimal number of EVs for various driving ranges.

Prioritizing User Value Through Continuous Testing and Iteration

The Omakase EV initiative began as a solution to the challenges of EV installation being confronted by companies in the Marubeni Group. The Digital Innovation Office (now the Digital Innovation Department) began by prototyping the service. Following initial testing, it was refined through multiple demonstration programs conducted in Nagano, Gunma, and other prefectures across Japan.

Panasonic, providing a high-precision recharge control system, participated in a 2023 demonstration experiment at the Matsumoto Joint Government Building in Nagano Prefecture. This test evaluated expected driving distances based on destinations entered at the time of EV reservation, and optimized vehicle dispatch based on other reservations and each vehicle’s remaining battery capacity. It also monitored the real-time connection status of chargers and issued alerts to ensure reliable recharging.

The trial process revealed a string of new challenges. For example, even when the battery was sufficiently charged, many users hesitated to use EVs unless fully charged. To address these concerns and other unforeseen issues, various improvements were implemented, including enhancing the user interface for clearer guidance and refining the charging control system.

Initially, the focus was on rigorously calculating the optimal dispatch method, but real-world use revealed that users valued speed over absolute accuracy. As such, fine adjustments were made to the algorithms as well. Launched in 2021, the service was fully commercialized in April 2024, with deployment planned across multiple municipalities and companies going forward.

Issue-Driven, Not Technology-Driven

Although Omakase EV relies on its digital technologies such as proprietary algorithms, data analysis and charging control, the project is issue-driven rather than technology-driven. Unlike IT vendors, Marubeni’s focus is on delivering customer value. The sales team, with its strong relationships with corporations and local governments, continuously gathers direct feedback from customers and promptly shares it with the in-house engineering team to facilitate swift service updates.

Moving forward, Omakase EV will enhance its offerings to better support customers in overcoming challenges related to EV adoption and operation. Initially, the charging control function will be expanded to create an environment where anyone can use EVs without concerns about cruising range. Future services will leverage data from both chargers and the EVs themselves to offer more comprehensive solutions.

Additionally, drawing on Marubeni’s expertise in power generation and electricity retail, the company aims to enhance customer convenience while managing nationwide EV charging to reduce the strain on power infrastructure as adoption grows. This approach maintains a customer-first focus while also considering the broader environmental impact on the entire ecosystem, including the power grid—not just the EVs themselves. Marubeni’s diverse experience in mobility and electric power has been instrumental in realizing the Omakase EV initiative.