As part of the business change that the company is adopting, Better Place already offers recharging services for a variety of electric cars in Denmark, and will offer the services in other countries later. The company is in talks to expand its business collaborations.
Thornley says that Better Place is in the learning and drawing of lessons stage, together with McKinsey & Co. He says that the company plans to launch a new campaign in Israel to be based on the high satisfaction of current electric car customers and on what he called the company's "new and original" solutions for leasing and retaining the value of used electric cars.
Thornley declined, however, to discuss Better Place's current marketing and sales targets. He said that the company's investors were still confident in it, and that it "has never had a problem raising money."
As for Better Place's relations with Renault, Thornley says that the French carmaker shares Better Place's view of the line it should follow.
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