14-05-2025
Electric vehicle charging gets a badly needed do-over
Electric vehicle charging has been a mess for years — with inconvenient, inoperable and isolated stations holding back EV adoption.
Now, the industry is experiencing a rare do-over, with a greater focus on amenities, safety, reliability and brand loyalty. Call it Charging 2.0.
Why it matters: Automakers have invested $130 billion since 2019 to electrify their fleets, overhaul their factories and establish new battery supply chains in the U.S.
But it could all be wasted if they can't reassure potential EV buyers that they'll have someplace to plug in.
It's in their interest to get charging right, and so they're spending more, despite disappearing government incentives under the Trump administration.
Driving the news: Eight EV manufacturers have banded together in a joint venture called Ionna, which recently started building the first of 30,000 public EV fast-chargers across the U.S. by 2030.
A second joint venture, Chargescape — founded by some of those same auto companies — is working on smart home charging, with the goal of putting money back into the pockets of EV owners.
Those JVs are in addition to networks built by Mercedes-Benz and Rivian under their own brands, and GM's growing network with EVGo and Pilot Flying J travel centers.
The intrigue: Retailers are getting in on the act, too, convinced that having their own branded charging networks — instead of hosting other networks' chargers — will drive business to their stores and build customer loyalty.
Walmart, for example, plans to install EV charging stations at thousands of its locations by 2030, rivaling the size of Tesla's Supercharger network.
Canada's ON the RUN convenience store chain tied charging at its network to its broader customer loyalty program, with discounts and loyalty points that can be redeemed in its stores.
EV charging's first wave was a frantic push to stick chargers in the ground, wherever incentives, real estate or ample electricity were available, explained Loren McDonald, chief analyst at Paren, an EV research firm.
Back then, charging companies tried to make money selling hardware and software, or by taking a cut on the sale of electricity.
The hope was that growing EV adoption would eventually boost utilization rates and generate profits, which didn't happen, McDonald said.
Plus, early business models didn't consider who would maintain those chargers, which is why they often fell into disrepair.
What's next: Charging 2.0 is a more strategic, data-based approach, with an emphasis on improving the customer experience — and selling more EVs, says McDonald.
Look for less expansion in rural markets as prescribed under a Biden-era highway charging program — now paused under Trump — and more chargers in cities and suburbs where EV sales are growing.
Better amenities are coming, too — WiFi, food and beverages, and even things as simple as windshield squeegees and trash cans.
