Mats Bredborg, an electrification evangelist at Volvo CE, stresses the importance of communication in transitioning from diesel to electric machines in construction. He identifies inertia as a significant barrier, noting the industry's conservative nature and the need for storytelling and bold marketing to advocate for change. Bredborg's experiences reflect his journey from learning welding to becoming a mechanical engineer and a leader in marketing. He believes a new mindset is crucial for industry-wide acceptance and innovation towards an electric future.
Mats Bredborg believes the shift to electric machines in construction is as much about communication as it is about technology, requiring a disruption of the traditional mindset.
Bredborg emphasizes that in order for the construction industry to embrace electrification, it must adopt a new mindset that accepts uncertainty while striving for innovative solutions.
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