How Market Leaders Can Win the EV Charging Race

Written by Juha Stenberg, CEO at eMabler

Energy companies, petrol retailers, supermarkets, and parking operators have something startups can only dream of: millions of loyal customers, established brands, and deep distribution networks.  

For decades, these established businesses thrived on scale and stability. But scale is not the same as agility, and in the rapidly evolving world of EV charging, what was once a strength can quickly become a weakness. 

The disruption is happening fast. OEMs are turning cars into customers through Plug & Charge. Mega apps like EasyPark, Google, and Apple are embedding charging into everyday digital life. New digital-first players are offering seamless, data-driven experiences. Consumers, meanwhile, are demanding simplicity and integration, not another app or card in their wallet. 

The threat is clear: established EV charging businesses risk being sidelined, reduced to commodity infrastructure providers while new entrants capture the customer relationship and the value on top. But the opportunity is equally clear. With the right strategy, these big players can leverage their scale, customer base, and physical presence to remain central in the charging ecosystem.  

The choice is clear: adapt and lead, or cling to the past and fade out. 

What are the EV Charging Advantages for Established Players? 

Let’s start with the good news: established EV charging businesses have assets that are extremely hard to replicate. 

Energy companies control electricity retail relationships with millions of households and businesses. They issue bills, manage tariffs, and already own the trust of customers when it comes to energy. Petrol retailers sit on premium highway locations, the natural hubs for fast charging, and know how to run high-volume, high-throughput infrastructure. Supermarkets and shopping centers have the customer footfall and loyalty schemes that can turn charging into a retail traffic driver. Parking operators control the spaces where cars sit for hours, the perfect context for charging. 

These are not small advantages. In fact, they are the very foundations of the EV charging business. But - and this is the big but - they only translate into leadership if EV charging businesses use them to build integrated, customer-centric solutions. If they treat charging as an afterthought or a “compliance exercise,” they will find themselves disintermediated by those who do it better. 

How are OEMs and Mega Apps Reshaping the EV Charging Market? 

The forces reshaping the industry are powerful, and they don’t wait for companies to catch up. 

On one side are the automakers. With Plug & Charge, the car itself authenticates at the charger. Payment and contract handling move inside the vehicle. By 2027, under the EU’s AFIR regulation, this model will be mandatory. That means OEMs will own the interface every time a driver plugs in. If they decide to offer bundled charging subscriptions, energy services, or loyalty rewards, they can do so directly. 

On the other side are the mega apps like EasyPark, with 60 million users across Europe, already offers EV charging via parking app. Google Maps and Apple Maps already show charging locations and availability, and with Apple Pay or Google Pay, the transaction can be completed in one tap. 

These players are not aiming to sell kilowatt-hours. They are aiming to own the customer relationship. They are building the platforms where drivers live every day. If big businesses don’t fight for that space, they will lose it. 

What Lessons does Norway Offer on EV Charging without Integration? 

Norway once again shows the future. With 90% of new car sales already electric , it is a full-scale laboratory of what happens when EVs go mainstream. Energy companies, retailers, and utilities rushed into charging, but often without coordination or integration. The result? Fragmentation, unreliable chargers, and a poor customer experience. Now 90% of the charging happens at homes. 

Half of Norwegian EV owners reported that fast chargers occasionally failed. Many had to juggle multiple apps just to charge. And as adoption spread from enthusiasts to ordinary consumers, frustration grew. 

The lesson is simple: EV charging businesses can’t rely on scale alone. Without integration and simplicity, customers will migrate to whoever offers the easiest solution. 

Is the UK EV Charging Market Reaching a Tipping Point? 

The UK provides another perspective. By mid-2024, it had 1.1 million EVs on the road . Public charging infrastructure grew by almost 50% in one year, yet concerns remain about reliability, access, and grid capacity. The government’s targets are ambitious: 10 million EVs by 2030 and more than 300,000 public charge points. 

For large energy companies and retailers, this is both a challenge and an opening. The scale of investment needed is vast, and the government is pouring nearly £1.5 billion into infrastructure support. But consumers are increasingly demanding charging integrated into daily life: at the supermarket, at the parking lot, at home as part of their existing energy bill. 

The opportunity for EV charging businesses is to be the ones who provide that integration. The risk is that if they move too slowly, global platforms will seize the space. 

How can Energy Companies and Retailers Stay Relevant in EV Charging? 

So how can established EV charging businesses turn their assets into defensible advantages? 

First, they must integrate charging into existing services. A utility should not force customers to download a new EV app; it should embed charging into its energy billing platform.  

A supermarket should not treat charging as a side project, but rather make it part of loyalty rewards that bring customers back. A parking operator should not outsource charging to a third party entirely; it should integrate it into its access systems and apps. 

Second, they must focus on customer experience. Consumers don’t care who owns the charger. They care that it works, every time, without hassle. Reliability, transparency, and simplicity are non-negotiable. 

Third, they should leverage data to create new value. Charging patterns reveal when and where customers travel, how long they stay, and how much they are willing to pay. Used responsibly, this data can drive smarter offers, cross-selling, and energy optimization. 

Fourth, they must prepare for the energy dimension. The value of charging lies in both mobility and energy management. Smart charging, intraday market optimization, participation in frequency reserves, and local batteries at hubs are critical. Without them, charging is just another cost. With them, it becomes a source of revenue and resilience. 

How does eMabler Support EV Charging Integrations for Established Businesses? 

This is exactly the role of eMabler. We don’t compete with you for your customer relationships. We help you keep them. 

 eMabler integrates EV charging directly into your CRM, billing, loyalty, and energy systems, so that you can make full use of all your existing assets. Rather than building parallel IT systems or launching yet another app, you can embed charging into your core platforms. 

For utilities, that means turning EVs into flexible assets and monetizing them in energy markets. For retailers, it means using charging to drive foot traffic and deepen loyalty. For parking operators, it means making charging seamless for customers without reinventing their business model. 

And because eMabler is built as an open platform, it connects to OEMs, mega apps, and third-party services without locking companies into closed ecosystems. That flexibility is exactly what youneed to navigate a fast-changing market. 

Conclusion: Adapt or Fade Out 

The giants of energy, retail, and parking stand at a crossroads. They have the customer base, the infrastructure, and the trust. But they are under threat from OEMs who control the vehicle and mega apps who control the digital interface. 

The good news is that the future is not written yet. With the right moves, EV charging businesses can remain central to the charging ecosystem. But they must act with urgency. Integration, simplicity, and energy optimization are the keys. 

Those who cling to fragmented apps or siloed systems will fade into irrelevance. Those who embrace open platforms and customer-centric services will thrive. 

EV charging has moved from the sidelines to the center of the battle for the future of energy and mobility.  And the giants who realize this in time will still be giants tomorrow