By Justin Crooks, Founder of EV East
Electric transport has interested me for a long time. I was an early adopter myself and have always enjoyed following the technology as it develops—from batteries and motors through to the vehicles being built around them. Having spent many years living and working in China, I’ve been especially interested in the pace of change there. It’s remarkable how quickly ideas move from something experimental to something genuinely useful.
The technology is only part of it. I care deeply about the natural world, clean air and leaving the earth in better shape for those who come after us. Electrifying transport won’t solve everything, but I believe it can play a small and important part in moving us in the right direction.
That thinking has always sat behind EV East. Mobility is a core part of what we do, but I’ve also been interested from the beginning in how practical electric vehicles can reach further into everyday life—from recreation and personal transport through to farms, orchards, tourism and other workplaces.
Where it started
The first spark came from my own health.
I’ve always loved getting into the bush, whether on a mountain bike or hiking for hours through challenging terrain. Living with an autoimmune disease can put some pretty firm limits on sustained physical effort, so I electrified my mountain bike to help me keep doing something I loved.
It got me thinking about what electric assistance can give back to people. It doesn’t have to remove the effort or the experience. Sometimes it simply makes something possible again.
I started EV East in Tauranga in 2022 as a self-funded startup. In the early days I explored bike conversions, scooters, charging equipment and a few other corners of the fast-moving electric vehicle space.
A foot in New Zealand and China
Before EV East, I spent more than a decade living and working in Shanghai and Qingdao after studying Chinese and international business at AUT. I opened Shanghai’s first New Zealand-style restaurant, ran other food and beverage ventures, and helped Kiwi exporters grow their brands in China.
That background is a big part of what EV East brings to the table. I speak Chinese, understand how business works there and can deal directly with manufacturers. It means I can visit factories, ask the awkward questions and push for changes to better suit New Zealand conditions.
It has also given me a close view of how quickly China’s electric vehicle industry is developing. Products that seemed years away not long ago are now becoming genuinely practical—and often very capable.
Mobility at our core
In 2023, I acquired an established mobility scooter business. That gave EV East a solid base and a great learning platform, but mobility was never just a stepping stone to something else. It remains core to what we do.
I genuinely like helping people, and it’s humbling to see someone gain more freedom and independence through the right mobility vehicle. It might mean being able to shop independently, visit friends or just get out and enjoy the day again.
It also taught us an important lesson: start with the person, not the spec sheet. Hills, comfort, terrain, range and servicing all matter, but the best vehicle is the one that fits what someone actually wants to do.
Building outward
From there, the range grew into larger all-terrain scooters, canopy and two-seat models, and Veehop 2WD and 4WD electric ATVs. Customers wanted to go beyond the footpath—across grass and gravel, out fishing or hunting, around golf courses and over lifestyle blocks.
We then moved into EKO electric golf, recreational and utility buggies. These vehicles can carry people and gear, as well as take on useful work around farms, commercial properties and tourism operations.
Now we’re taking the next step into more capable electric work vehicles for agriculture and horticulture. Rural New Zealand is still early in the shift to electric, and I reckon there’s a real opportunity to move that along.
But electric isn’t enough on its own. A work vehicle still needs useful range, towing and carrying capacity, practical charging, parts support and the ability to handle real Kiwi conditions. That’s where our experience with customers here—and our supplier relationships in China—come together.
EV East has grown a fair bit since I first electrified my mountain bike, but the thinking behind it hasn’t changed much:
Listen to what people need, give them honest advice and find a practical electric solution that helps them do more.
