Electrification infrastructure company Thundergrid has launched a new national campaign in partnership with Art of the Possible, 1 Up and TIS.
Titled ‘From powerless to powerful’, the campaign has rolled out across billboards positioned opposite selected petrol stations in Auckland, reframing electrification as a practical response to fuel volatility, rising operating costs and the need for long-term energy resilience.
NZ’s fuel dependence
The campaign comes as new industry data highlights New Zealand’s exposure to imported fuel markets.
According to the 2026 Drive Electric State of the Nation report, New Zealand spends an estimated $7-9 billion annually on petroleum imports, while transport accounts for nearly three-quarters of the country’s oil consumption.
The report also found New Zealand remains 99% reliant on fossil fuels for transport energy, despite generating 88% of its electricity from renewable sources in 2025.
The future option
Thundergrid co-founder Jonathan Zukerman says businesses are increasingly viewing electrification as an operational resilience strategy rather than simply an emissions initiative.
“We’re seeing a noticeable shift in urgency. Businesses are no longer just exploring electrification as a future option. Rising fuel costs and ongoing global instability are forcing many operators to reassess how exposed they are to fuel markets they can’t control.
“Fuel costs are clearly part of that, but we’re also hearing growing concern around long-term fuel security, operational continuity and cost certainty.
“New Zealand imports most of its transport fuel, yet we already have one of the most renewable electricity systems in the world. Businesses are starting to recognise that electrification gives them more control over one of their largest operational costs,” says Zukerman.
From powerless to powerful
The renewed business interest comes amid wider growth in EV demand following recent oil market volatility, says Thundergrid.
The Drive Electric State of the Nation report found EV registrations increased by approximately 265% between February and March 2026, coinciding with renewed geopolitical instability and fuel price concerns.
The company adds that the conversation has now shifted beyond vehicles alone toward broader infrastructure and energy-management planning.
“Electrification is increasingly becoming an infrastructure and resilience conversation,” says Zukerman. “Businesses are looking for more certainty around energy costs, more control over operations and less exposure to global fuel markets they can’t influence.”
The new campaign focuses on the shift from feeling powerless in the face of volatile fuel prices and global supply pressure to becoming more operationally resilient through smarter energy infrastructure, charging systems and fleet planning.
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