E-mobility is fundamentally changing the gas station industry. Learn how charging infrastructure, service processes, and customer expectations are reshaping the market.
The rapid increase in electric vehicles (EVs) is fundamentally changing how and where energy is "refueled." Instead of traditional gas pumps, electric cars charge at power outlets—at home, at work, in parking lots, or along the highway. This development presents gas station operators with enormous upheaval. Charging infrastructure as a success factor: Studies and industry experts emphasize that a comprehensive network of charging points in sufficient numbers and, above all, with high technical availability are crucial for the acceptance of e-mobility. Consumers are hesitant to buy an electric car if they are skeptical about whether enough functioning charging stations are available – "range anxiety" and charging frustration are considered the biggest hurdles to electric mobility. Accordingly, politicians and businesses have ambitious goals: in Germany alone, for example, the number of public charging points is set to grow to one million by 2030. But the transformation goes beyond quantitative expansion – it encompasses operating models, service processes, pricing models, and the entire customer experience surrounding charging.
Development and management of the charging infrastructure
The planning and organization of charging stations differs significantly from the traditional fuel business. On the one hand, many more locations are needed: public chargers should offer a similar level of convenience and density to the conventional gas station network. On the other hand, electric cars are more flexible—they can be charged anywhere there is electricity. Short-distance drivers often charge at home or while shopping. In the long term, this eliminates an important source of revenue for conventional gas stations, especially in urban areas. New competitors such as charging park operators, energy suppliers, and supermarkets are also entering the market. Traditional oil companies are responding in different ways: some are equipping their stations with high-performance chargers, while others are even divesting themselves of their gas station networks.
Challenges with location and network
Operators face practical problems when expanding the charging infrastructure. Fast charging requires high electrical power, which means that grid connections at the location must be powerful enough. Especially in cities and at highway rest stops, the existing power grid capacity is often insufficient to operate multiple 150+ kW fast chargers. The options range from grid expansion and battery buffers to connection to the medium-voltage grid. Space requirements are also changing: while combustion engines can continue driving after 5 minutes, electric cars sometimes remain at the charging point for 30 minutes or longer. Stations must therefore plan for more parking and waiting areas – such as additional parking spaces, seating, catering, and well-maintained sanitary facilities. Several operators are already investing in such concepts: BP, for example, is expanding its offering to include "fast charging on the go" with high-performance stations to reduce charging times. Shell plans to have 500,000 charging points worldwide by 2025 and is cooperating with retailers (e.g., Waitrose supermarkets in the UK) – charging parks are intended to offer customers attractive places to stay.
Overall, it appears that charging infrastructure is growing in two main areas:
- Urban (many AC chargers near residential areas for drivers without private parking spaces)
- and highway (HPC charger for long-distance travel).
In addition, a professionally managed location makes all the difference—especially at night, on long journeys, or in unfamiliar surroundings. This is where operators with a strong service concept come out on top. Platforms such as omis provide support in the planning, implementation, and quality assurance of these processes—across locations, transparently, and in an audit-proof manner.
Forward planning
Operating companies such as EnBW are planning charging locations with a view to the future – often based on the expected utilization in ~5 years. That is why charging points in some places are still underutilized today: on average, only 17% of public chargers in Germany were in use at the same time in 2024. This oversupply is partly deliberate: many of the charging stations that are currently "not yet in use" will be needed as the number of electric vehicles increases. The trick is to provide enough charging infrastructure in good time without wasting resources. For the next few years, the charging network will initially grow faster than the number of electric cars, but this is precisely what should stimulate consumer demand – after all, consumers will only buy an electric car if they can rely on available charging options.
Strengths of traditional providers
Traditional gas station operators have certain advantages when it comes to setting up charging infrastructure. Their locations are already developed—land, parking spaces, shops, and restrooms are all in place. This saves on investment costs compared to newcomers who would have to develop new sites. In addition, established brands enjoy the trust of customers and can thus better showcase existing catering facilities. Large oil companies have the necessary capital and expertise in site operation to finance charging hardware and integrate it into their ongoing business. Nevertheless, the change requires considerable investment and new skills. Legacystructures—e.g., well-established fuel logistics processes—are losing value, while expertise in electrical engineering, software, and grid connection is becoming increasingly important. Traditional players must therefore relearn internally or bring partners on board in order to keep up inthe charging business.
Maintenance, servicing, and availability
High availability of charging stations is a critical success factor, even more important than in the gasoline and diesel business. Drivers of combustion engine vehicles can find an open gas station at almost every exit—and there they will find several fuel pumps with nearly 100% uptime. Electric vehicle drivers, on the other hand, often have fewer alternatives if a charging station fails. Reliability is therefore essential for the customer experience. Unfortunately, the reality of the young charging infrastructure still leaves room for improvement: according to J.D. Power, one in five charging attempts in the US is unsuccessful, mostly due to defective or inoperable stations. Studies in Europe also show that, depending on the operator , 10–20% of fast chargers may be out of service at any given time. Such failures would be unthinkable in the fuel market and highlight the need for action . It is no coincidence that uptime has become a KPI for the industry.
New forms of incident management
Modern charging stations are highly complex IoT devices —they consist of power electronics, software, payment systems, and networking. The types of faults range from hardware defects (e.g., cables, plug couplings, power electronics) to display or card reader failures to communication and software problems. This requires a rethink in terms of service: traditional gas station technology (mechanics, pumps) was very different.
Efficient fault management is therefore essential. Digital monitoring solutions monitor the status of each charging station in real time and enable automated fault analysis. Systems such as omis use automated workflows to ensure that service calls are initiated quickly and SLA requirements are met. This can reduce downtime by up to 30%.
Consistent service workflows —from the initial fault alert to troubleshooting—are essential for keeping downtime to a minimum. Maintenance contracts define clear response times and uptime guarantees for service partners. For example, it may be agreed that a technician must be on site within 24 hours of notification. Such processes have long been established in IT and ATMs and are now being transferred to the e-charging infrastructure.
Prevention and regular maintenance
In addition to fixing acute malfunctions, preventive maintenance is becoming increasingly important. Operators carry out regular checks: Is the charging cable insulation intact? Are the locks and emergency stop switches working? Are the display and connections clean and undamaged? Weather conditions and vandalism also play a role. Routine tasks such as cleaning the connections, cable management (to prevent cable breaks), and software updates keep the stations operational. It is also important to clarify responsibilities: Who bears the maintenance and repair costs—the site owner, the CPO, or the hardware supplier? Full maintenance contracts are often concluded with manufacturers, including spare parts guarantees, to avoid expensive breakdowns after the warranty has expired. For example, the California Energy Commission has determined that extended service contracts for DC chargers can cost over $800 per year – an investment in reliability. Given the new technology, the industry still lacks enough trained service technicians. Experts point to a shortage of electrical engineers, who often have to cover large areas. This makes standards and training all the more important: uniform error codes, certified training, and the exchange of experience can help to shorten repair times.
Integrating such measures into central maintenance systems not only increases availability but also reduces life cycle costs in the long term. For example, volenergy has implemented digital versions of its Ex zone plans in its existing omis instance. This allows both employees and partners to quickly access them during maintenance work without having to carry entire folder systems with them. This greatly increases safety at gas stations.
From gas station to charging service
Gas station operators are used to ensuring smooth 24/7 operation—and they are now applying this standard to charging. Some tried-and-tested processes can be adapted: just as daily rounds at the gas station check fuel pumps, price displays, and hygiene, charging stations and their surroundings must now be checked regularly. Particular attention is paid to the functionality of the technology and the cleanliness of the site – both of which operators can use as their own quality features. KPMG confirms that electric car drivers particularly value well-maintained, well-functioning charging stations. This is where traditional providers who already have experience in facility management and on-site customer service can score points. Of course, this does not replace technical support, but it does complement it: a trained service team on site (or via hotline) can provide simple assistance – similar to the gas station attendant of yesteryear who helped with problems. Overall, a new service paradigm is emerging: away from anonymous charging stations and toward holistically managed charging locations that inspire confidence through high availability.
This is where process digitization pays off: Tools such as omis enable systematic planning and documentation of all maintenance activities. Operators gain an overview of inspection intervals, legal requirements, and the condition of their charging infrastructure. This creates planning reliability, reduces administrative work, and simplifies audits.
At the same time, central dashboards and analysis functions help to derive strategic decisions from the maintenance data. Which stations cause high service costs? Where do failures occur most frequently? With this kind of information, investments can be planned in a more targeted manner.
Pricing and monetization models
Another key element of the charging business is the question of how to make money from charging. Business models related to charging are still in their infancy, with many providers experimenting with pricing and service concepts. The fact is that electricity as a commodity is significantly cheaper than fuel, and home chargers often pay only ~30 cents/kWh, which is cheaper than gasoline. However, public fast charging providers can charge extra because they offer convenience and time savings. Typically, DC charging is billed per kWh consumed – at fixed prices of between $0.40 and $0.80/kWh, depending on the provider. An example from the US: A large fast charging network charges $0.48 per kWh for spontaneous users, while members pay $0.36. By comparison, the average household electricity price there in 2022 was $0.16/kWh. This difference shows that public charging commands a premium price to cover infrastructure and operating costs.
Various pricing models
In addition to the standard kWh tariff, there are time components (e.g., blocking fees if you remain stationary after charging is complete) and flat rates (starting fee per charging process). Some operators offer subscriptions or memberships that allow discounted kWh prices in exchange for a monthly base fee—similar to discount systems in the fuel market. Others rely on dynamic pricing: higher rates during peak times or for high-power charging to reflect load peaks. Roaming agreements also influence prices – for example, if a driver charges at foreign stations with a charging card network, surcharges may apply. The EU is working to establish standards so that e-motorists can charge more transparently and without dozens of apps. Since April 2024, for example, all new fast chargers in the EU must accept card payments directly at the terminal, which facilitates spontaneous charging. Existing charging stations must be retrofitted by January 1, 2027. Uniform price labeling – for example, in cents/kWh as at the gas pump in cents/liter – is being discussed in order to increase comparability for customers.
Direct vs. indirect revenue
Even in the traditional gas station business, the main profits did not come from fuel sales, but from the shop and catering. The situation is likely to be similar with charging stations: while electricity sales often generate only small margins, additional business can be generated during the charging break. Coffee, snacks, restaurants, shops, car washes—all of these keep drivers happy and contribute to sales. Drivers are willing to spend money on a pleasant break, especially on long journeys. Stations along the highway benefit most from this effect: high charging capacities are in demand there, which means more kWh (and revenue) per minute, and at the same time, revenue is generated in the café while customers wait for their vehicles to charge. Some providers are thinking one step further: additional services such as reservable charging spaces (guaranteed without waiting times), premium lounges for a fee, or Park&Charge packages (combined charging and parking in city centers) could become new sources of revenue. There are also considerations to integrate charging infrastructure into energy grid services—e.g., load management or feed-back (vehicle-to-grid) in exchange for remuneration from grid operators. In the short term, however, the focus is on traditional sales: selling electricity and retaining customers who come regularly.
Monetization in practice
Many oil companies see charging stations as a promising market and are investing heavily despite currently low returns. BP predicts that its EV business will be profitable from 2025 onwards. Shell has defined clear strategic pillars: urban charging hubs, fast chargers on major transport routes, and partnerships with retailers – all aimed at reaching a critical mass of users. As a rule, utilization is the key to profitability. A charging park only pays off if enough vehicles charge per day (similar to how a gas station shop needs a minimum number of customers). Operators are therefore focusing on economies of scale – large, well-positioned charging parks – and on differentiation to attract drivers in a targeted manner (more on this in the next section). Despite high initial investments, initial success stories (e.g., Tesla Supercharger network) show that a densely networked, reliable charging network can not only generate revenue but also increase customer brand loyalty.
Customer expectations and charging experience
Electric mobility places new demands on the customer experience that go beyond the mere charging process. Today's electric car drivers expect charging to be convenient, safe, and seamless —ideally as easy as filling up with gasoline, despite the longer duration.
Importance of availability
Perhaps the most crucial factor is that a needed charging station is available and functional. Nothing is more frustrating than arriving at a broken or occupied charger with little battery power remaining. Many drivers have already had negative experiences in this regard—as mentioned, a significant proportion complain about charging interruptions and out-of-service stations. The industry is responding with transparency apps (real-time display of available stations) and by opening up previously proprietary networks. For example, Tesla now allows third-party manufacturers access to parts of its Supercharger network, as its high reliability sets industry standards. Ultimately, what counts for drivers is the reliable availability of electricity – those who can offer this will gain trust and market share.
Convenience and simplicity
Charging experiences should be as user-friendly as possible. Customers expect intuitive operation of the charging station, hassle-free authentication (preferably plug & charge, where the car identifies itself automatically), and common payment methods without any obstacles. The days of needing five different apps or RFID cards are over— roaming agreements and EU regulations are making access easier. Many charging cards are already interoperable, and the trend is toward integration: Car manufacturers are building charging locators into navigation systems and offering a central billing system. Mercedes-Benz, for example, is setting up its own "charging hubs"with reservable spaces and brand branding to create a premium charging experience. Such offerings aim to seamlessly integrate charging into the mobility journey.
Accommodation and additional services
Because charging takes longer than refueling, customer comfort and ways to pass the time are becoming a focus. Drivers want meaningful activities or relaxation during the waiting time. According to surveys , charging speed, costs, and ways to pass the time are particularly critical factors for satisfaction. Many charging locations are responding to this by "offering customers more": free Wi-Fi hotspots, comfortable seating, cafés, or shopping facilities directly at the charging point. This means that the charging break can be used to drink coffee, check emails, or go shopping, for example. Near highways, lounge areas for travelers are sometimes being created, while in cities, shopping centers are combining parking with charging as a service for customers. This customer experience is an important differentiator: a clean, safe environment with lighting and a roof creates trust, especially when charging at night. Family-friendly amenities (playground, diaper changing room) can also make the difference in whether e-motorists specifically choose a charging location. Overall, the charging experience should be positive and stress-free—the vehicle charges, and the driver can spend the enforced break as productively or pleasantly as possible.
High standards, high competition
Since electric car drivers are digitally connected, word of good and bad charging experiences spreads quickly (keyword: app reviews). Providers are therefore competing for customer satisfaction. In addition to pure availability and price, this also includes soft facts such as friendliness of service (hotline availability in case of problems), transparency (clearly stated tariffs, charging progress display), and goodwill in the event of malfunctions. Those who excel in this area retain customers in the long term—similar to how gas stations have promoted customer loyalty with free windshield cleaning or loyalty programs.
Competitive advantage of charging infrastructure – Conclusion
Charging infrastructure has evolved from a secondary infrastructure process to a key competitive factor in the mobility industry. Car manufacturers, energy suppliers, and oil companies are all investing in the charging network as a strategic asset. A dense, reliable, and customer-friendly network of charging stations can be decisive in brand choice and location attractiveness. Tesla is a prime example of this: its proprietary Supercharger network was long considered a unique selling point that drew buyers into its own ecosystem and ensured high satisfaction. Now other manufacturers and operators are opening up their networks or cooperating so as not to be left behind. Differentiation through quality is the motto: charging providers are trying to set themselves apart through superior locations, maximum charging power, or additional services.
McKinsey identifies three key factors for successful charging providers:
- Location network – many conveniently located charging points within reach of customers,
- Charging capacity – faster chargers reduce waiting times.
- Partnerships – e.g., with retailers or fleet operators to increase usage and added value.
Combined with an attractive customer experience (reservations, shops, restaurants), this creates an offering that specifically attracts and retains drivers.
For traditional gas stations, organizing the charging infrastructure could become a competitive differentiator. Not every location will survive when combustion engine sales decline, but those that establish themselves as reliable "charging hubs" will have the best chances. Decades of experience in the gas station business can be leveraged here: customer proximity, operational management, safety standards. At the same time, innovations must be introduced, from high-voltage technology to digital platforms. The "charging business" therefore requires a rethink at all levels. It is more than just installing charging stations – it involves forward-looking planning, proactive service, smart pricing strategies, customer-oriented offers, and the right partners. Those who successfully put these pieces of the puzzle together will play a leading role in the age of electromobility. The classic gas station is transforming into the mobility station of the future – and the current pioneering phase will determine who comes out on top in the new ecosystem.
omis is one such partner and can help you gain the necessary foresight.
Request a demo and see for yourself how your charging infrastructure can be digitally future-proofed.