Converting the EV Driver to the Everyday Customer

When it comes to commercial electric vehicle (EV) charging, adoption looks different for many sites. Some are positioned to dive into opportunities with newer development and more resources, while others are taking a slower approach. The good news for all is that advancing technologies and understanding of the market are leading to improved standards, connected media integrations, and customization. More site operators in fuel, retail, and beyond are recognizing the benefits of serving EV customers.

By now, we’ve seen an established increase in EV adoption and changes in consumer taste. 2025 Q1 U.S. EV sales increased by 11.3% compared to the previous year, according to Kelley Blue Book. With these new drivers comes a shift for site developers and operators to retain and attract new customers – if they’re willing to adapt. With EV drivers typically staying on-site longer than traditional fuel customers, there’s a real opportunity to drive higher in-store sales. Many forecourts are already expanding to offer enhanced dining options and services that accommodate longer stays.

But the most important investment for attracting, keeping, and converting EV drivers is a reliable, safe, and fast charging environment – a goal that is now easier than ever thanks to both hardware and software improvements. Increasing competition and rapid development in the charger market have led to a consistent decrease in downtime year by year, and access to a quick charge every time is essential for customer retention. In fact, charging speed is so important to drivers that 300kW capacity DC chargers account for nearly 60% of all charging sessions in the U.S., per 2024 Q4 data from the Transportation Energy Institute. This is a feature that fuel retailers should prioritize over cost as they incorporate electric vehicle charging into their businesses.

Stronger engineering and construction are also making implementation possible for operators regardless of existing infrastructure constraints, often shortening the runway between installation and deployment. In our newly launched Wayne PWR™ DC fast chargers, for example, we’ve seen uptime exceeding 98%. We’ve also expanded our line to include multiple charging outputs so that site owners are empowered to offer the best charging experience tailored to their customers’ needs and site capabilities.

Data ownership opportunities are increasingly available as well. Third-party charge point operators (CPOs) typically own user data associated with their chargers. Site operators don’t always get that visibility. But with proprietary ownership and advancements in software, being able to access and leverage charging data is much more attainable. Owners and operators can track valuable input themselves, including uptime, peak traffic, driver habits, and more. This can be vital information for understanding and catering to your market.

What will set sites apart is their ability to leverage and adapt according to these advancements and insights. We’ll see more companies wanting to take control of the overall customer charging experience versus just leasing a section of their parking lot to a CPO to run a network they have zero control over. They want to customize user interfaces with targeted media and integrate existing loyalty programs into their EV chargers – and much of this is becoming possible. Retailers who invest in owning or closely managing their charging infrastructure are setting themselves up for stronger returns as the EV market continues to expand.

For more information on Dover Fueling Solutions’ innovative technology, visit their website.