In a market where electric mobility is constantly expanding, the competition never stops.
In particular, low-cost Chinese products, which have taken the lead in both electric vehicles and the sale of chargers, pose a significant challenge for local and regional companies.
This is the scenario faced by ELCO, a company committed to offering high-quality charging solutions while trying to balance costs without sacrificing its value proposition.
In response to this influx of low-cost Asian chargers in the Latin American market, ELCO has adopted a strategy that goes beyond just pricing.
“We know we can’t win the lowest-cost battle, so we focus on quality, innovation, and durability,” says Daniel Castillo, Director and Founder of ELCO.
The company’s strategy focuses on differentiating itself through advanced technological solutions.
As a result, ELCO’s chargers are equipped with real-time monitoring systems and artificial intelligence, enabling users to optimize energy use and carry out preventive maintenance that extends the devices’ lifespan.
“We don’t just sell chargers; we offer a comprehensive solution that ensures optimal performance for years,” explains Castillo.
Competing with low-cost Chinese products: long-term quality
It’s hard to deny that Chinese-made chargers have a strong presence in the market due to their low price.
However, ELCO has managed to capture the attention of a segment that values quality and durability over initial savings.
“We’ve realized there is a market willing to pay more if it means the product will last and have fewer problems in the future,” says Castillo.
ELCO has implemented strict quality control in its products, reducing post-sale technical issues and offering superior performance guarantees.
“Our chargers undergo rigorous testing to ensure they function optimally for longer, something that lower-cost models can’t always offer,” adds Castillo.
ELCO builds strategic alliances to expand its reach
The company has sought to strengthen its market presence through key partnerships in Latin America.
ELCO has signed agreements with service station operators, public transport companies, and shopping centres to offer comprehensive solutions for the installation and maintenance of charging points.
These partnerships allow ELCO to compete not only on product quality but also on the complete customer experience.
“By collaborating with local companies, we achieve a greater impact and create relationships that help us stay competitive. It’s not just about selling a charger; it’s about ensuring that the customer has support, maintenance, and a reliable long-term product,” says Castillo.
Countries such as Chile, Mexico, and Colombia, where electric mobility is rapidly growing, have been key areas of expansion for ELCO.
The company has positioned itself as a solid option for those who prioritize product reliability, in a market that has so far been dominated by low-cost Chinese products.
The bet on customization and reliability
ELCO has moved away from offering standardized products for all markets and instead focuses on developing customized solutions to meet the specific needs of its clients, especially companies with large fleets or complex charging requirements.
“One of our differentiators is the ability to design chargers that adapt to specific environments, whether for electric bus fleets or large companies with multiple vehicles,” explains Castillo.
This approach has allowed the company to attract clients who seek more than just a low-cost solution—they are looking for products that offer long-term cost-benefit, which ELCO considers its greatest strength.
Looking to the future
ELCO’s vision doesn’t stop here. The company is exploring new technologies, such as the incorporation of ultra-fast chargers and solutions that can integrate with renewable energy systems, to stay at the forefront of future needs in the electric mobility market.
“We always want to be one step ahead. The price competition will continue, but if we manage to offer more value through technology and reliability, we believe we can maintain our strong market position,” concludes Castillo.
