Brussels, 30 June 2025 – The Electrification Alliance has appointed Adrian Hiel as its new Director to lead efforts in accelerating direct and smart electrification across Europe, at a time when EU electrification progress remains significantly below climate and energy targets.

Today, the Electrification Alliance announces the appointment of Adrian Hiel as its new Director. A former journalist with extensive experience in energy and climate communications and public affairs, Mr Hiel will lead the Alliance’s work to advance the uptake of direct, smart electrification in support of Europe’s energy transition.

Electrification across the European Union is stagnating at a 23% rate – well below the European Commission’s target of 50% by 2040. Mr Hiel steps into his new role as the need to decarbonise Europe’s energy system becomes increasingly urgent.

“Electrification means European energy for European homes and industry. It means energy security. It means we invest in ourselves rather than those who would do us harm. It means fewer emissions, more jobs and more control of our destiny. It is Europe’s make or break challenge of the next decade. Europe has done the hard work to get to a tipping point on electrification and it is time to reap the benefits” – said Adrian Hiel.

With the Electrification Action Plan expected to be published during the first quarter of 2026, the Alliance will continue to call for a 35% electrification target of final energy use across the EU by 2030 to promote energy security, competitiveness and affordability. It also urges EU Member States to integrate electrification as a core element in their revised National Energy and Climate Plans (NECPs), in line with the Alliance’s policy recommendations.

ENDS

Note to Editors:

Formed in 2017, the Electrification Alliance brings together key players advocating for the crucial role of electricity in achieving Europe’s climate goals, while boosting industrial competitiveness and securing energy security. The Alliance supports urgent action to meet the Paris Agreement targets through smart, efficient electrification across transport, buildings, and industry.

Press contact (July-December 2025):

Chiara Carminucci, Press & Media Advisor, Eurelectric