Craig, what inspired you to take on the EV Product Manager role at Admiral?
“What drew me to this role was the chance to build something meaningful in a space that’s changing every day. EVs are moving so fast, technology, customer expectations, infrastructure and I love the idea of creating something that genuinely helps people navigate that. For me, product work is about solving real problems for real customers and our team have the room to explore, experiment and put customer insight at the heart of what we build. That combination is really exciting to me.”
How does your team work together to understand EV customers?
“Our team’s strength is how openly we collaborate. We’re constantly engaging with EV drivers, whether that’s at events, through research or in day‑to‑day feedback. Everyone in the team, whether they’re from Motor Product, Household, Sustainability, Digital, Marketing or Regulatory, comes with a different skill set, and that diversity is what makes our work stronger. We’re constantly asking: what does the customer actually need? That mindset drives everything, and it means we never build features in isolation. We learn together, we challenge each other and we share insight constantly.”
How important are partnerships in shaping Admiral’s EV proposition?
Partnerships play an important role in shaping our EV proposition. The move to electric isn’t just about the vehicle, it’s about everything that surrounds it.
The AA provides Out of Charge support, giving drivers reassurance when they need it most. Zoom EV offers discounts on charging, home energy and accessories, adding everyday value beyond the policy. EVUK brings trusted, independent guidance to help people choose the right EV in the first place, and Everything Electric connects us directly with drivers so we can learn from their real world experiences.
Together, these partnerships give us a deeper understanding of EV drivers and help us build products that genuinely support their full EV journey.
Admiral is returning to Everything Electric in 2026. What has the experience meant for you and the team so far?
“Everything Electric has been a great opportunity to bring together teams who have a genuine interest in supporting our current and future EV customers. We’ve met thousands of people, and every conversation taught us something new. It also gave our team the chance to share the insight we’ve been building over the past few years.
It’s a real team effort, bringing together colleagues from across the business, from product specialists and creatives to marketers and sustainability experts, to deliver high energy stands featuring F1 simulators, Scalextric tracks, competitions and family friendly games. It really showcases what Admiral is about: friendly, human, fun and genuinely interested in helping people.
We’re already looking forward to this year’s events in Harrogate, Cheltenham and Twickenham. If you’re planning on attending Everything Electric 2026, come to the Admiral stand and say hello!”
What’s next for Admiral’s EV strategy, and what excites you most about the future?
“We’re still at the start of this journey. Our partnerships and customer insights are shaping what comes next. Our team want to build trusted products that meet real customer needs, and the EV space gives us endless opportunities to innovate.
If we want to help people look after their future, we need to meet them where they are and right now, and many are considering electric. I’m excited to support that transition and keep making EV ownership easier. That’s what motivates me and the whole team.”