Using DC fast charging to put your business on the map

How the need for fast-charging infrastructure offers new opportunities 

The surging popularity of DC fast charging continues to drive EV adoption, which is a necessary step in the fight against climate change, but did you ever consider that it also provides many businesses a new opportunity to expand their brand presence and grow their customer base?

DC charging infrastructure helps to combat driver fears – including range anxiety and concerns about lengthy charging times – for two reasons: firstly, because its low footprint allows DC charging stations to be installed in a wide variety of locations, and secondly, because DC charging stations can recharge the average EV in just 17-52 minutes, which is something that drivers are on the look –and also more than willing to pay– for 

At first, it may be unclear how something that benefits EV drivers specifically can also benefit a business with no traditional connection to the mobility industry – for example: restaurants, malls, supermarkets, hotels, or cafés. Yet, if those businesses have a parking lot, they can benefit tremendously from investing in DC fast charging solutions. 

This article explores one of the most far-reaching advantages of installing DC fast charging stations on your premises. Namely, putting your business on the fast-charging map.  

Why it is important to feature on DC fast-charging map apps? 

Today, the majority of businesses, big and small, are vying to be seen online, often in direct competition with each other, and no wonder. Google, the world’s leading search engine, reports that 88% of people who conduct a ‘local search’ via Google Maps visit one of the venues listed within the week. Map apps are about far more than navigation; they also play a key part in influencing consumer decisions. 

Traditionally, a business hoping to reach map-app users would need to employ SEO techniques to push their listing higher up the search result rankings. With DC charging, however, a unique opportunity for even greater visibility appears.  

By installing a DC fast charging infrastructure on your premises – especially in a region with few currently installed – you can draw more map-app attention than ever before in a single swoop. EV drivers needing to charge on the go will now be able to find your business by searching for fast chargers nearby, through both conventional map apps (Google, Apple) and EV-specific apps.  

In a world where EVs are the future of transportation, putting your business on the fast-charging map today can pay dividends tomorrow. 

Can my business benefit from DC fast charging? 

Before we break down the core benefits and means of putting yourself on the EV map, it’s worth reminding ourselves that the DC fast-charging industry is not, like petrol and diesel, an exclusive club from which the rest of us are barred.  

Instead, because DC charging infrastructure can be installed in a variety of locations – from on highways and major public roads, to commercial and business-adjacent parking lots in and around cities – many businesses can get involved.  

The DC fast-charging infrastructure industry is already notably lucrative, yet is set to become even more so in the coming decade. The next couple of years will therefore likely mark the entry point of a myriad of non-traditional businesses into the EV charging industry.  

For bricks-and-mortar businesses hoping to put their name on the map, collaboration with core players like CPOs (charge point operators) and EMSPs (e-mobility service providers) will prove crucial. These are the entities with the resources and know-how to: get DC charge stations installed on your premises; manage and maintain the machines; and in some cases, can even help you finance the operation. Various affordable investment strategies are open to you, including Charging as a Service (CaaS). 

3 reasons why being on the DC fast-charging map can directly benefit your business 

It is fairly self-explanatory why the electric mobility makers and managers – i.e., CPOs, EMSPs, original equipment manufacturers (OEMs) – want to see more DC fast chargers installed. The more fast-charging stations they install across a greater range of conveniently and accessible locations, the bigger their brand’s presence, and the more money they make from charging sessions. 

In contrast, partner businesses with bricks-and-mortar locations likely won’t always get a cut of the charging session fees, because they are often less likely to own the stations outright due to the high initial investment costs. But that doesn’t mean they can’t benefit. In fact, the benefits of being on fast-charging maps are threefold. Let’s take a look. 

Charging map advantage 1: Enhanced visibility and online reach 

EV customers rely heavily on smartphone apps to locate DC fast-charging stations whilst out and about. These customers are searching for a convenient place to park up, plug in, and spend some time whilst waiting for their fast-charging session to finish. With a DC charger attached to your business, your information suddenly becomes visible to a whole host of EV drivers living nearby or passing through and navigating via their apps.  

To put it plainly, a fast EV charger on your premises helps you reach a whole new pool of potential customers, proven to have a more stable financial background with more disposable income to spend on average, and who are willing to pay a premium for convenient, accessible, hassle-free fast-charging.  

What are online EV maps and EV charging platforms, and how do they work? 

EV charging apps are what EV drivers use to find the right fast-charging station, in the right location, and at the right time to recharge their vehicles conveniently and quickly. These apps come in a variety of forms: 

• EV-specific map apps help EV drivers find fast-charging stations and build a route based on how far their vehicle can go before it needs recharging. Often these are EMSP subscription apps that facilitate easy payment across a range of charging networks and help EV drivers find charging stations compatible with their subscription or payment plan.  
• In-vehicle charging navigation apps are built into the vehicle’s dashboard to help the driver locate a charging station wherever they are at the moment while they’re driving.  
• Generic map apps (like Google Maps, Apple Maps or Waze) are not EV-specific and thus do not integrate payment methods, but they do help EV drivers navigate all of the different fast-charging options in their locality and along their route. 
• Generic navigation apps are arguably the most useful to the average business, as they are not restricted by charge networks or brands and thus have the potential to reach the widest possible pool of EV customers.
  

How to list your business on EV-specific navigation and charging apps 

As described above, EV-specific navigation and charging apps come in many different forms, so –and there is some irony in there– it’s understandable that companies can feel a bit lost when they want their location to get listed.  

So, let’s break it down. 

If you choose a DC fast-charging investment strategy that partners your business with a CPO and/or EMSP, then these entities will proactively register your business location and information on their apps when they install your charging infrastructure. It is in their best interests to do so, since listing your business helps drive customers toward their newly-installed chargers. 

Non-affiliated EV-specific map apps, on the other hand, won’t necessarily know to include you in their databases. Though many of these companies do seek to keep their maps regularly updated with new charging locations – drawing this information from publicly available sources – you can expedite the process by contacting the apps directly. Research the most popular EV navigation maps in your state, province, or country, and contact the apps directly. Provide them with all the information you want listed, including: 

• What type of DC fast charging stations you have on-site 
• How many of these chargers you have 
• Whether you have any other charging facilities (i.e., AC slow charging) available 
• Your business’s opening hours 
• A few lines about what your business offers 
• Your exact address 
  

By taking charge of listing your business on these apps, you ensure that the information presented to EV drivers and potential customers is up-to-date and as accurate as possible. 

How to list your business on apps like Google, Apple, and Waze 

Google Maps, Apple Maps, and Waze are navigation apps that users use to search for and find locations, and then navigate to them by various means Every day, over 1 billion kilometers of road are covered using Google Maps navigation in more than 220 countries worldwide. 

Recently, Google Maps, Apple Maps, and Waze have all integrated EV charging locations to help EV drivers find charging stations more easily.  

As such, these online maps are especially useful tools for businesses looking to boost their online presence via DC fast charging. A Google rep once claimed that as many as 46% of Google queries were location-based, meaning that users are looking for a nearby solution to their problem or query nearly half of the time.  

These navigation apps are the most popular digital maps in the world, and as such being listed on them is fundamental to the success of bricks-and-mortar businesses. After all, how often have you used one of these to find a restaurant, shop, or hairdresser near you?   

Listing your business’s DC fast charging facilities on these online maps casts an even wider net, maximizing your online visibility and reach on a potentially global scale. 

While all maps actively seek out new business information to list. So, once your DC chargers are installed, it shouldn’t be too long before their presence is noted online. However, you needn’t wait to be included and can exert full control over your customer-facing online presence on these apps.  

How to add your EV charging station to Google Maps 

To add your publicly accessible EV charging infrastructure on Google Maps, you need to register for a free Google Business Profile and fill in your information as required. To add a DC fast-charging station to your new business profile, you then have to follow these short steps: 

1. Login to your Google Account via the Google Maps app 
2. Select ‘Add place’
3. Select ‘EV charging station’ from the drop-down category menu
4. Fill in the form with as much detailed information about the charger as possible, including photos, phone number (NAP), and operating hours

How to add your EV charging station to Apple Maps and Waze 

The process for registering your DC fast-charging stations on Apple Maps or Waze is much the same. 

The benefits of being listed on both EV-specific and general navigation maps 

If you’re wondering which type of EV map app you should list your business’s new DC fast chargers on, then the answer is most likely: a combination of all of them.  

Different EV customers will use different navigation apps depending on preference, travel style (local versus international, for example), and convenience. By listing your business and its new DC chargers on a variety of generic and EV-specific apps that are popular in your area, you cast the widest net possible, thus increasing your online visibility exponentially. 

Charging map advantage 2: Destination charging 

Destination charging is a refueling phenomenon exclusive to EV charging, whereby drivers recharge their vehicles at charging stations located at their intended destination. In other words, instead of charging en route – as drivers of ICE vehicles must – they can recharge once they get to where they’re going.  

Our research shows that EV drivers actively want to see more DC fast chargers at popular destination locations like restaurants, hotels, fast food chains, sports facilities, parking lots, shopping malls, and supermarkets. Not only is destination charging convenient for the EV driver – who can visit various stores and businesses whilst their vehicle refuels – but it is also beneficial to the destination business, now more attractive to the EV customer thanks to the charging service it offers.  

Destination charging has been a key part, for example, of Norway’s successful transition toward e-mobility. Secretary General of Norsk elbilforening, Christina Bu, recently shared her insights into destination charging in our REVOLUTION Podcast. “This revolution [e-mobility] is coming everywhere. So be there,” she advised. 

Convenience is a key driver in attracting new customers in greater numbers by being on DC fast-charging maps. EV drivers value the ability to recharge whilst completing tasks, doing chores, or enjoying themselves, rather than standing idly waiting for the charge session to finish. This value has wide-ranging ramifications for your business.  

Not only does the availability of eco-friendly fast charging reflect well on you, but it may also encourage the EV customer to spend longer on-site than they would if not recharging their vehicle. As a result, they may spend longer exploring your offering, and there is a good chance they’ll spend more money while they’re at it. 

Charging map advantage 3: Branding and public relations opportunities 

In addition to exponentially increasing your online presence, and benefiting from the destination charging phenomenon, placing your business on the DC fast-charge map also opens you to several new branding and PR opportunities. 

A chance to stand out from the crowd 

Compared to their slow-charging counterpart, DC fast chargers have a larger footprint, with plenty of space for branding both on and near the units. Already large and impressive-looking, DC fast chargers can be decorated with your business’s branding to impress upon EV drivers the connection between your company and this premium charging service.  

One notable success story regarding DC charger branding is that of Ragde Eiendom in Norway. Ragde modified their EVBox Troniq Modular units up and down the country with their recognizable branding. Traditionally in real estate, the expansion into DC fast charging required savvy marketing. By branding their charge stations, Ragde Eiendom has successfully shown that fast charging is now part of its offering and has linked this great user experience to their brand. 

Positioning your business as an environmentally-conscious brand 

Consumers are increasingly concerned with the environment, and increasingly aware of the impact their buying decisions have upon it. Brand ethics are now one of the central concerns of consumers, who are more likely to engage with a brand if they believe their ethics align.  

Putting your business on the EV-charging map by offering DC fast charging on-site positions your brand as one that is environmentally conscious: You see the way the world of transport is going, and you are prepared to help facilitate this transition. In doing so, you may find customers feel more aligned with your values and are consequently more likely to visit your location, interact with your offering, and recommend you to friends.  

Bear in mind, however, that adding charging infrastructure is not enough to establish your business as a green business, in and of itself. Consumers are conscious of ‘greenwashing,’ and have access to all the information they need to determine whether a business truly is sustainable or not. A DC charging station is a fantastic way to draw environmentally-conscious customers, but keeping them around requires a genuine transition to an eco-friendly business model. 

Expanding the EV fast-charging map into uncharted territories 

Every time a new business gets involved in DC fast-charging infrastructure and puts itself on the EV-charging map, the global network of fast-charging solutions grows just a little larger. Gradually, bricks-and-mortar businesses can help to introduce this infrastructure into places it’s never been before. 

Depending on your location, for example, you may be able to offer one of the only DC fast-charging stations for miles and miles around. You leverage your brand into a position uninhabited by any competitors, thus cementing your business as a key early provider of a high-demand service in your area.  

Theoretically, as DC fast-charging infrastructure is introduced to brand new areas, EV adoption for locals becomes more accessible and convenient, more EVs are purchased, and the number of your potential customers swells. 

In Amsterdam, for example, the city installed two EVBox Troniq Modular fast-charging stations to support its ambitious electrification goals.  

Recapping the benefits of putting your business on the DC fast-charging map 

Like everybody else, EV drivers rely heavily on a variety of navigation apps to find fast-charging stations both en route and at an eclectic range of destinations. Statistics from the world’s leading search engine and navigation map company, Google, suggest that a staggering 88% of people who search for local businesses visit one of those businesses within a week. 

Traditionally, most businesses would not consider vehicle refueling as an industry they could benefit from. With EV charging, however, this has completely changed. By installing (fast) EV charging stations on the premises, businesses can put themselves on the EV-charging map, and as a result, in front of a big (and quickly-growing) audience of potentially new customers that drive an EV. 

Businesses listed on EV-charging apps and generic navigation apps as DC-charge providers enjoy three distinct benefits: 

• Increased online visibility 
• Increased customer numbers and customer spending via destination charging
• Increased brand awareness and brand ‘stickiness’

Now is an opportune time to get involved.

To learn more about how to make money with DC charging, how to begin your DC fast-charging journey, or the current state of the DC infrastructure market, read the EVBox blog.