A report Wednesday by the Carbon Removal Alliance, a nonprofit representing the industry, outlined recommendations to improve monitoring, reporting, and verification. Photo via Getty Images

The unregulated carbon dioxide removal industry is calling on the U.S. government to implement standards and regulations to boost transparency and confidence in the sector that's been flooded with billions of dollars in federal funding and private investment.

A report Wednesday by the Carbon Removal Alliance, a nonprofit representing the industry, outlined recommendations to improve monitoring, reporting, and verification. Currently the only regulations in the U.S. are related to safety of these projects. Some of the biggest industry players, including Heirloom and Climeworks, are alliance members.

“I think it’s rare for an industry to call for regulation of itself and I think that is a signal of why this is so important,” said Giana Amador, executive director of the alliance. Amador said monitoring, reporting and verification are like “climate receipts” that confirm the amount of carbon removed as well as how long it can actually be stored underground.

Without federal regulation, she said “it really hurts competition and it forces these companies into sort of a marketing arms race instead of being able to focus their efforts on making sure that there really is a demonstrable climate impact.”

The nonprofit defines carbon removal as any solution that captures carbon dioxide from the atmosphere and stores it permanently. One of the most popular technologies is direct air capture, which filters air, extracts carbon dioxide and puts it underground.

The Inflation Reduction Act and the Bipartisan Infrastructure Law have provided around $12 billion for carbon management projects in the U.S. Some of this funding supports the development of four Regional Direct Air Capture Hubs at commercial scale that will capture at least 1 million tons of carbon dioxide annually. Two hubs are slated to be built in Texas and Louisiana.

Some climate scientists say direct air capture is too expensive, far from being scaled and can be used as an excuse by the oil and gas industry to keep polluting.

Gernot Wagner, a climate economist at Columbia Business School at Columbia University, said this is the “moral hazard” of direct air capture — removing carbon from the atmosphere could be utilized by the oil and gas industry to continue polluting.

“It does not mean that the underlying technology is not a good thing,” said Wagner. Direct air capture “decreases emissions, but in the long run also extends the life of any one particular coal plant or gas plant.”

In 2023, Occidental Petroleum Corporation purchased the direct air capture company, Carbon Engineering Ltd, for $1.1 billion. In a news release, Occidental CEO Vicki Hollub said, “Together, Occidental and Carbon Engineering can accelerate plans to globally deploy (the) technology at a climate-relevant scale and make (it) the preferred solution for businesses seeking to remove their hard-to-abate emissions.”

Jonathan Foley, executive director of Project Drawdown, doesn't consider carbon dioxide removal technologies to be a true climate solution.

“I do welcome at least some interventions from the federal government to monitor and verify and evaluate the performance of these proposed carbon removal schemes, because it’s kind of the Wild West out there,” said Foley.

“But considering it can cost ten to 100 times more to try to remove a ton of carbon rather than prevent it, how is that even remotely conscionable to spend public dollars on this kind of stuff?” he said.

Katharine Hayhoe, chief scientist of The Nature Conservancy and a distinguished professor at Texas Tech University, said standards for the direct carbon capture industry “are very badly needed” because of the level of government subsidies and private investment. She said there's no single fix for the climate crisis, and many strategies are needed.

Hayhoe said these include improving the efficiency of energy systems, transitioning to clean energy, weaning the world off fossil fuels and maintaining healthy ecosystems to trap carbon dioxide. On the other hand, she said, carbon removal technologies are “very high hanging fruit.”

"It takes a lot of money and a lot of energy to get to the top of the tree. That’s the carbon capture solution,” said Hayhoe. “Of course we need every fruit on the tree. But doesn’t it make sense to pick up the fruit on the ground, to prioritize that?”

Other climate scientists are entirely opposed to this technology.

“It should be banned,” said Mark Z. Jacobson, professor of civil and environmental engineering at Stanford University.

Carbon removal technologies indirectly increase the amount of carbon dioxide in the atmosphere, Jacobson said. The reason, he said, is that even in cases where direct air capture facilities are powered by renewable energy, the clean energy is being used for carbon removal instead of replacing a fossil fuel source.

“When you just look at the capture equipment, you get a (carbon) reduction," Jacobson said. "But when you look at the bigger system, you’re increasing.”

The grants will fund a total of 25 projects in 14 states, including Texas. Photo via Getty Images

US awards $3B for EV battery production in Texas, other states

charging up

The Biden administration is awarding over $3 billion to U.S. companies to boost domestic production of advanced batteries and other materials used for electric vehicles, part of a continuing push to reduce China’s global dominance in battery production for EVs and other electronics.

The grants will fund a total of 25 projects in 14 states, including Texas, as well as Ohio, South Carolina, Michigan, North Carolina, and Louisiana.

The grants announced Friday mark the second round of EV battery funding under the bipartisan infrastructure law approved in 2021. An earlier round allocated $1.8 billion for 14 projects that are ongoing. The totals are down from amounts officials announced in October 2022 and reflect a number of projects that were withdrawn or rejected by U.S. officials during sometimes lengthy negotiations.

The money is part of a larger effort by President Joe Biden and Vice President Kamala Harris to boost production and sales of electric vehicles as a key element of their strategy to slow climate change and build up U.S. manufacturing. Companies receiving awards process lithium, graphite or other battery materials, or manufacture components used in EV batteries.

“Today’s awards move us closer to achieving the administration’s goal of building an end-to-end supply chain for batteries and critical minerals here in America, from mining to processing to manufacturing and recycling, which is vital to reduce China’s dominance of this critical sector,'' White House economic adviser Lael Brainard said.

The Biden-Harris administration is "committed to making batteries in the United States that are going to be vital for powering our grid, our homes and businesses and America’s iconic auto industry,'' Brainard told reporters Thursday during a White House call.

The awards announced Friday bring to nearly $35 billion total U.S. investments to bolster domestic critical minerals and battery supply chains, Brainard said, citing projects from major lithium mines in Nevada and North Carolina to battery factories in Michigan and Ohio to production of rare earth elements and magnets in California and Texas.

“We’re using every tool at our disposal, from grants and loans to allocated tax credits,'' she said, adding that the administration's approach has leveraged more $100 billion in private sector investment since Biden took office.

In recent years, China has cornered the market for processing and refining key minerals such as lithium, rare earth elements and gallium, and also has dominated battery production, leaving the U.S. and its allies and partners "vulnerable,'' Brainard said.

The U.S. has responded by taking what she called “tough, targeted measures to enforce against unfair actions by China.” Just last week, officials finalized higher tariffs on Chinese imports of critical minerals such as graphite used in EV and grid-storage batteries. The administration also has acted under the 2022 climate law to incentivize domestic sourcing for EVs sold in the U.S. and placed restrictions on products from China and other adversaries labeled by the U.S. as foreign entities of concern.

"We're committed to making batteries in the United States of America,'' Energy Secretary Jennifer Granholm said.

If finalized, awards announced Friday will support 25 projects with 8,000 construction jobs and over 4,000 permanent jobs, officials said. Companies will be required to match grants on a 50-50 basis, with a minimum $50 million investment, the Energy Department said.

While federal funding may not be make-or-break for some projects, the infusion of cash from the infrastructure and climate laws has dramatically transformed the U.S. battery manufacturing sector in the past few years, said Matthew McDowell, associate professor of engineering at Georgia Institute of Technology.

McDowell said he is excited about the next generation of batteries for clean energy storage, including solid state batteries, which could potentially hold more energy than lithium ion.

Ten energy tech companies in Houston are among 111 organizations to receive up to $250,000 in vouchers from the DOE's Office of Technology Transitions, totaling $9.8 million in funding. Photo via Getty Images

Houston companies land DOE vouchers for clean tech

money moves

Ten Houston-area companies will receive vouchers from the Department of Energy's latest round of funding to support the adoption of clean energy tech.

The companies are among 111 organizations to receive up to $250,000 in vouchers from the DOE's Office of Technology Transitions, totaling $9.8 million in funding, according to a release from the department.

The voucher program is in collaboration with the Offices of Clean Energy Demonstrations (OCED), Fossil Energy and Carbon Management (FECM), and Energy Efficiency and Renewable Energy (EERE). It is funded by the Bipartisan Infrastructure Law.

“It takes a breadth of tools and expertise to bring an innovative technology from research and development to deployment,” Vanessa Z. Chan, DOE Chief Commercialization Officer and Director of the Office of Technology Transitions, says in a statement. “The Voucher Program will pair 111 clean energy solutions with the support they need from expert voucher providers to help usher new technologies to market.”

In addition to the funding, the program seeks to help small businesses and non-traditional organizations gain access to testing facilities and third-party expertise.

The vouchers come in five different opportunities that focus on different areas of business growth and support:

  • Voucher Opportunity 1 (VO1) - Pre-Demonstration Commercialization Support
  • Voucher Opportunity 2 (VO2) - Performance Validation, Modeling, and Certification Support
  • Voucher Opportunity 3 (VO3) - Clean Energy Demonstration Project Siting/Permitting Support
  • Voucher Opportunity 4 (VO4) - Commercialization Support (for companies with a functional technology prototype)
  • Voucher Opportunity 5 (VO5) - Commercialization Support (for developers, including for-profit firms, that are working to commercialize a prototype that fits a specific technology vertical of interest for DOE)

The 10 Houston-area companies to receive funding, their voucher type and projects include:

  • Terradote Inc. with Big Blue Technologies Inc. (VO2): Full ISO-Compliant Life Cycle Assessment for Clean Energy Technologies
  • Solugen Inc. and Encina with ACTion Battery Technologies L.L.C. and Frontline Waste Holding LLC (Vo2): Barracuda Virtual Reactor Simulation, Validation and Testing
  • Flow Safe with Concept Group LLC and Precision Fluid Control (VO2): Durability Testing of Hydrogen Components, Materials, and Storage Systems
  • Percheron Power LLC (VO4): Fundraising Support
  • Capwell Services Inc. with Banyu Carbon Inc. (VO5): Field Testing Support for Validation of Novel Resource Sustainability Technologies
  • Syzygy Plasmonics with Ample Carbon PBC, Terraform Industries, Lydian Labs Inc. and Vycarb Inc. (VO5): Rapid Life Cycle Assessment for Carbon Management or Resource Sustainability Technologies
  • Solidec Inc. with GreenFire Energy (VO5): LCA Calculator Tool for Carbon Management or Resource Sustainability Technologies
  • Encino Environmental Services LLC with Wood Cache, Completion Corp and Carbon Lockdown (VO5): Realtime Above/Underground Gas Monitoring Reporting and Verification, Including Cloud Connectivity for Remote Sites
  • Mati Carbon PBC with Ebb Carbon Inc. (VO5): Community Benefits Assessment and Environmental Justice

Other Texas-based companies to receive funding included Molecular Rebar Design LLC and Talus Renewables from Austin, Deep Anchor Solutions from College Station, and ACTion Battery Technologies LLC from Wichita Falls.

Last October, the DOE also awarded the Houston area more than $2 million for projects that improve energy efficiency and infrastructure in the region.

In December, its Office of Clean Energy Demonstrations also selected a Houston power company for a commercial-scale carbon capture and storage project cost-sharing agreement.

The HyVelocity Hub, representing the Gulf Coast region, will receive $1.2 billion to strengthen and further build out the region's hydrogen production. Photo via Getty Images

Houston-area selected among 7 regions for $7B federal hydrogen hub investment

HyVelocity

Not only has a Houston-area project been announced as one of the seven regions to receive a part of the $7 billion in Bipartisan Infrastructure Law funding to advance domestic hydrogen production — but the Bayou City is getting one of the largest pieces of the pie.

President Biden and Energy Secretary Jennifer Granholm named the seven regions to receive funding in a White House statement today. The Gulf Coast's project, HyVelocity Hydrogen Hub, will receive up to $1.2 billion — the most any hub will receive, per the release.

“As I’ve stated repeatedly over the past years, we are uniquely positioned to lead a transformational clean hydrogen hub that will deliver economic growth and good jobs, including in historically underserved communities," Houston Mayor Sylvester Turner says in a news release. "HyVelocity will also help scale up national and world clean hydrogen economies, resulting in significant decarbonization gains. I’d also like to thank all the partners who came together to create HyVelocity Hub in a true spirit of public-private collaboration.”

Backed by industry partners AES Corporation, Air Liquide, Chevron, ExxonMobil, Mitsubishi Power Americas, Ørsted, and Sempra Infrastructure, the HyVelocity Hydrogen Hub will connect more than 1,000 miles of hydrogen pipelines, 48 hydrogen production facilities, and dozens of hydrogen end-use applications across Texas and Southwest Louisiana. The hub is planning for large-scale hydrogen production through both natural gas with carbon capture and renewables-powered electrolysis.

The project is spearheaded by GTI Energy and other organizing participants, including the University of Texas at Austin, The Center for Houston’s Future, Houston Advanced Research Center, and around 90 other supporting partners from academia, industry, government, and beyond.

“Prioritizing strong community engagement and demonstrating an innovation ecosystem, the HyVelocity Hub will improve local air quality and create equitable access to clean, reliable, affordable energy for communities across the Gulf Coast region,” says Paula A. Gant, president and CEO of GTI Energy, in a news release.

According to the White House's announcement, the hub will create 45,000 direct jobs — 35,000 in construction jobs and 10,000 permanent jobs. The other selected hubs — and the impact they are expected to have, include:

  • Tied with HyVelocity in terms of funding amount, the California Hydrogen Hub — Alliance for Renewable Clean Hydrogen Energy Systems (ARCHES) — will also receive up to $1.2 billion to create 220,000 direct jobs—130,000 in construction jobs and 90,000 permanent jobs. The project is expected to target decarbonizing public transportation, heavy duty trucking, and port operations.
  • The Midwest Alliance for Clean Hydrogen (MachH2), spanning Illinois, Indiana, and Michigan, will receive up to $1 billion. This region's efforts will be directed at optimizing hydrogen use in steel and glass production, power generation, refining, heavy-duty transportation, and sustainable aviation fuel. It's expected to create 13,600 direct jobs—12,100 in construction jobs and 1,500 permanent jobs.
  • Receiving up to $1 billion and targeting Washington, Oregon, and Montana, the Pacific Northwest Hydrogen Hub — named PNW H2— will produce clean hydrogen from renewable sources and will create over 10,000 direct jobs—8,050 in construction jobs and 350 permanent jobs.
  • The Appalachian Regional Clean Hydrogen Hub (ARCH2), which will be located in West Virginia, Ohio, and Pennsylvania, will tap into existing infrastructure to use low-cost natural gas to produce low-cost clean hydrogen and permanently and safely store the associated carbon emissions. The project, which will receive up to $925 million, will create 21,000 direct jobs—including more than 18,000 in construction and more than 3,000 permanent jobs.
  • Spanning Minnesota, North Dakota, and South Dakota, the Heartland Hydrogen Hub will receive up to $925 million and create around 3,880 direct jobs–3,067 in construction jobs and 703 permanent jobs — to decarbonize the agricultural sector’s production of fertilizer, decrease the regional cost of clean hydrogen, and advance hydrogen use in electric generation and for cold climate space heating.
  • Lastly, the Mid-Atlantic Clean Hydrogen Hub (MACH2), which will include Pennsylvania, Delaware, and New Jersey, hopes to repurposing historic oil infrastructure to develop renewable hydrogen production facilities from renewable and nuclear electricity. The hub, which will receive up to $750 million, anticipates creating 20,800 direct jobs—14,400 in construction jobs and 6,400 permanent jobs.

These seven clean hydrogen hubs are expected to catalyze more than $40 billion in private investment, per the White house, and bring the total public and private investment in hydrogen hubs to nearly $50 billion. Collectively, they aim to produce more than three million metric tons of clean hydrogen annually — which reaches nearly one third of the 2030 U.S. clean hydrogen production goal. Additionally, the hubs will eliminate 25 million metric tons of carbon dioxide emissions from end uses each year. That's roughly equivalent to annual emissions of over 5.5 million gasoline-powered cars.

“Unlocking the full potential of hydrogen—a versatile fuel that can be made from almost any energy resource in virtually every part of the country—is crucial to achieving President Biden’s goal of American industry powered by American clean energy, ensuring less volatility and more affordable clean energy options for American families and businesses,” U.S. Secretary of Energy Jennifer M. Granholm says in the release. “With this historic investment, the Biden-Harris Administration is laying the foundation for a new, American-led industry that will propel the global clean energy transition while creating high quality jobs and delivering healthier communities in every pocket of the nation.”

HyVelocity has been a vision amongst Houston energy leaders for over a year, announcing its bid for regional hydrogen hub funding last November. Another Houston-based clean energy project was recently named a semi-finalist for National Science Foundation funding.

“We are excited to get to work making HyVelocity come to life,” Brett Perlman, president and CEO of Center for Houston’s Future, says in the release. “We look forward to spurring economic growth and development, creating jobs, and reducing emissions in ways that will benefit local communities and the Gulf Coast region as a whole. HyVelocity will be a model for creating a clean hydrogen ecosystem in an inclusive and equitable manner.”

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Houston's PowerBridge partners on 2GW Texas AI data center campus

data center venture

Houston-based PowerBridge has formed a joint venture with Denver-based Liberty Energy to develop large-scale data center campuses.

The joint venture’s initial focus will be PowerBridge’s Alpha Digital Campus, a 2-gigawatt data center operation planned for West Texas. PowerBridge sets up data center campuses to support AI and cloud computing. Liberty is an energy company whose Liberty Power Innovations subsidiary offers distributed power and energy storage services.

Houston-based investment firm Five Point Infrastructure LLC established PowerBridge last year, committing up to $1 billion in equity. Earlier this month, The Wall Street Journal reported Five Point is trying to raise $2.5 billion for a new fund targeting water management projects, natural gas treatment systems and data center sites.

Through Five Point subsidiary LandBridge, PowerBridge enjoys access to more than 275,000 acres for infrastructure development as well as low-cost natural gas.

The first phase of PowerBridge’s West Texas campus is expected to offer more than 300 megawatts of generation capacity, with the potential to add more capacity over time. The campus is scheduled to start delivering power in the fourth quarter of 2027.

“By aligning our powered-campus development assets with Liberty’s comprehensive power services and operational expertise, we are creating a model that can be scaled across future gigawatt-scale powered data center campuses in West Texas,” Alex Hernandez, founder and CEO of PowerBridge, said in a release.

Before joining PowerBridge in 2025, Hernandez led Cumulus Data and Talen Energy Corp., a provider of power and energy infrastructure. Amazon Web Services bought Cumulus Data, a subsidiary of Houston-based Talen, in 2024 for $650 million. Cumulus develops nuclear-powered data centers.

Hernandez sits on the board of the Electric Reliability Council of Texas (ERCOT), which manages about 90 percent of the state’s electrical load.

Liberty recently announced a partnership with Houston-based energy technology company SLB to support the expansion of data center capacity.

Energy AI startup chooses Houston for first U.S. office after $20M raise

welcome to houston

London-based AI firm Applied Computing has announced a $20 million Series A round and a new office in Houston.

The new Bayou City office is Applied Computing’s first in the United States and part of its North American expansion. The company is known for its Orbital AI platform, which is tailored for energy operations.

The funding round was led by Houston-based KBR Inc., with participation from San Francisco-based Databricks Ventures. KBR’s investment was first announced in March.

KBR and Applied Computing have also entered into a multi-year agreement to deliver exclusive AI products for the energy sector. KBR already has integrated Orbital into its INSITE 3.0 platform for energy projects, and is also using the product for ammonia production.

Applied Computing’s Orbital platform combines physics-grounded intelligence with models across chemical engineering, time-series forecasting and language, according to the company. The system analyzes sensor readings and can recognize a facility’s equipment constraints and operator activity. The platform can also allow technicians to run simulations of how a change to a facility could affect the rest of its operations.

According to TechCrunch, Applied Computing will use the $20 million to further explore projects and deployments with the energy sector, hire engineering and research positions, and continue to expand internationally, potentially into the Middle East.

The company is also working on deals with a major U.S. stream operator, TechCrunch reports. And Applied Computing shared on LinkedIn that it plans to announce its first partnership with a major European oil company in the coming weeks.

“Yesterday we showed Orbital live in deployments at our demo day at the Energy Institute in London,” Callum Adamson, CEO and co-founder of Applied Computing, posted on LinkedIn on July 16. “Today, we're announcing the capital to scale it globally as well as the launch of our new offices in Houston and Bangalore. In the weeks following, there will be more announcements on our progress, partnerships and deployments.”

The company opened its Bangalore offices in December.

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This article originally appeared on our sister site, InnovationMap.com.

Automakers enter the energy space with vehicles offering backup power

Power Boost

Winter Storm Uri, the multiday freeze that slammed Texas in February 2021 and pummeled the state's power grid, has been on Kenneth Kovar's mind ever since. Though the resident of New Braunfels didn't lose power at the time, he wasn't able to run his septic tank — it is independent from local systems. He had to fill his toilets with water from his backyard pool.

So when Kovar, 64, bought a Ford F-150 last fall, his hope was to be better prepared for any new crisis.

“I was interested in trying to find some sort of power backup situation,” he said.

Now, Kovar has a setup from Ford that allows drivers of certain F-150 models to plug their vehicle directly into their electric meter to power parts of their home during an outage.

It is the latest example of automakers broadly adapting their electrification technologies to the home energy business, especially as demand on the grid increases and sales of electric vehicles slow. Car companies are looking to leverage their multibillion dollar EV investments to tap into a promising market in vehicle, home and grid technology, both for backup power and for supporting electrical grid resiliency.

“They’re trying to look for other businesses that they might sell into,” said Parth Vaishnav, assistant professor of sustainable systems at the University of Michigan.

Ford's latest connects F-150 drivers to their meter

Drivers of the F-150 PowerBoost hybrid and F-150 Lightning electric pickup trucks can now plug in a one-foot long adapter to a 240-volt outlet onboard. That adapter — which Ford made with company Global Power Products — makes the vehicle compatible to plug into a longer, separate cable. That cable connects to a transfer switch installed directly on one's electric meter.

Through the adapter and cable series, homeowners can connect their vehicle essentially right to their home’s breaker box. The homeowner simply turns on and off which breaker switches they want for which devices they want powered.

“The way we think about it, especially for customers who already have a compatible vehicle is, you already own the power source, it’s in your driveway,” said Amanda Roraff, Ford's grid and energy services business acceleration lead.

The Lightning might provide power for two to three days, depending on what home devices are being used, and the PowerBoost Hybrid, up to five days on a single tank of gas.

The automaker says its solution is a less expensive way to supply backup power. Conventional, diesel-powered portable generators and full-home standby setups require expensive installation, costing several thousands of dollars. This solution, which also requires professional installation at the meter, starts around $1,100.

The setup only applies to about 200,000 vehicles so far, and it is also exclusively for outages. Ford also offers its Home Integration System for bidirectionality, sending power both from the vehicle to the home and from the home to the vehicle, while also being able to feed the grid.

Other automakers are boosting their energy solutions

Over 630,000 U.S. vehicles already have this functionality, estimates say, and automakers are rapidly expanding their available options with the goal of full vehicle-to-grid support in the long run.

South Korean auto brand Kia and Wallbox, an EV charging company, have teamed up so that drivers of eligible compatible vehicles can have home power backup during outages or during periods of high demand, to cut their utility use. They can send power back to the grid.

Tesla’s technology is similar — allowing drivers of equipped vehicles to connect to their home using additional Tesla hardware. The Cybertruck provides full vehicle-to-home capability, where other Tesla models can only connect to and power specific devices or appliances.

General Motors is also in the energy space.

A recent partnership with WeaveGrid, for instance, allows homeowners who drive certain GM EVs — and have the automaker’s home system and a proper grid interconnection — to enroll in some grid reliability utility programs. Once an outage is detected, GM’s vehicle-to-home tech has the capability to disconnect one's home from the grid and start supplying power from their GM EV.

“If you can imagine the future as we go forward, it's having the ability — now that we have this single platform — that allows our customer to experience our system,” said Wade Sheffer, vice president of GM energy, “but also can have the full control of the energy.”

The capability is an important lifeline amid EV sales slowdown

Not only is this business critical amid growing grid demand and increasing power outages, experts say automakers need to pivot with the EV market less active under current U.S. federal policy. Pure EV sales in the U.S. year-over-year are down 23.8%, according to a July Cox Automotive report on the first half of 2026. This demonstrates what an asset that EV and hybrid ownership can be.

The tech is not without challenges.

On the industry side, these systems have to undergo third-party testing to ensure they meet safety standards, and the vehicle and the charger need to be programmed to communicate. It also requires the approval of the utility where the capability is being used. It could take years to get an interconnect agreement.

On the customer side, homeowners need to understand their vehicles' abilities and how to self-manage their system. It also just brings another generator of power into the home mix.

Still, experts see opportunity, especially with interest in EV sales high outside of the U.S.

“We already know during an outage, its impact, providing electricity to the home,” said Scott Samuelsen, engineering professor emeritus at the University of California, Irvine. “This is going to become very, very popular.”