What does it take to make your mark on the world?
Frontiers is a podcast about cultural pioneers and business innovators who have done just that. Each episode gets intimate with different guests to hear their inspiring stories, learn from their journey to date and glimpse at what the future has in store.
Frontiers is brought to you by The Upside, an innovation studio that partners with the world’s leading brands. Helping them navigate Frontiers at the intersection of culture, commerce and creativity.
Find out more at theupside.net.
Exploring the Future of the EV Experience with Charlie Martin
Professional racing driver and LGBTQIA+ activist Charlie Martin is on a mission to make motorsport more inclusive, all while chasing history as the first trans woman to compete at the 24 Hours of Le Mans. As brands shape the future of mobility, voices like hers reveal why representation, design innovation and trust matter more than ever.
In this episode, Iona Morton and Sam Munson talk to Charlie about breaking barriers on and off the track. They explore how EV technology can unlock new forms of excitement, why clear communication is key to building confidence among women drivers, and how rethinking design could inspire the next generation of motorists.
Find out more about Charlie Martin – https://gocharlie.co.uk/ (https://gocharlie.co.uk/)
Follow Charlie – @GoCharlieM on Instagram
Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap (https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap)
Discover more about The Upside, a Sia company – https://www.theupside.net/ (https://www.theupside.net/)
Chat to us about how we can help you with your next frontier – hello@theupside.net
13 Jan 2026
Designing EVs for Women with David Trinder
David Trinder has spent years shaping the cars we see on the road today, with a career spanning Jaguar Land Rover and McLaren Automotive, as well as EV start-up Arrival. With deep expertise in how vehicles are designed, engineered and experienced, he’s uniquely placed to unpack why so many women still feel that electric cars don’t fit into their everyday lives.
In this episode, Sam and Iona talk to David about the perceived “lifestyle mismatch” between EVs and women’s needs - from family practicality and breakdown worries to the ongoing questions around sustainability. He shares what’s behind many common concerns, how EV design has started to solve the problems women face, and what still needs to change for electric vehicles to genuinely work for everyone.
Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap (https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap)
Discover more about The Upside, a Sia company – https://www.theupside.net/ (https://www.theupside.net/)
Chat to us about how we can help you with your next frontier – hello@theupside.net
13 Jan 2026
Addressing Barriers to EV Access with Felicity Kelly
Motability Operations runs the Motability Scheme, which gives disabled people a lifeline, connecting them to life-changing independence and freedom. As Head of Connected Mobility, Felicity Kelly sits at the intersection of access, innovation and inclusive design, ensuring that disabled people aren’t left behind as the UK transitions to electric vehicles.
In this episode, Iona Morton and Sam Munson talk to Felicity about how the Motability Scheme is supporting customers with the transition to electric when it's right for them. They explore the real barriers people face - from cost and charging access to confidence and trust - and why designing with accessibility in mind ultimately creates better solutions for everyone.
Learn more about Motability Operations work – https://www.mo.co.uk/ (https://www.mo.co.uk/)
Read our Report ‘Bridging the EV Gender Gap’ – https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap (https://www.sia-partners.com/en/insights/publications/bridging-ev-gender-gap)
Discover more about The Upside, a Sia company – https://www.theupside.net/ (https://www.theupside.net/)
Chat to us about how we can help you with your next frontier – hello@theupside.net
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