The End of EV-Only Apps: Why Mega Apps and OEMs Will Dominate

Written by Juha Stenberg, CEO at eMabler

In the past decade, the surge in EV adoption triggered a gold rush in digital services. Every charging network, operator, and ambitious startup rushed to launch its own mobile app, each promising to be the gateway to charging. 

Today, there are hundreds of EV-only apps across Europe alone. Each promises a unique way to find chargers, start sessions, and pay. However those are fundamentally the same and create more frustration among EV drivers. 

For early adopters, this was a badge of honor. Owning ten different apps for different networks was simply the price of being electric. But mainstream consumers don’t see it that way. They expect charging to be simple, reliable, and invisible. And this is where disruption is now accelerating. 

The future of charging apps is not fragmentation. It is consolidation and integration. Mega apps like EasyPark, Apple Maps and Google Maps are expanding into charging. Automakers are turning the car itself into the customer with Plug & Charge. And regulators in Europe will make this model mandatory from 2027. 

The implication is clear: many EV-only apps will disappear. The winners will be those who integrate charging into broader ecosystems, not those who try to stand alone. 

What Caused the Rise and Fall of EV-only Charging Apps? 

When EV adoption was still in its infancy, the app model made sense. Each charging operator wanted to control the customer relationship, so they built apps that let drivers locate chargers, start sessions, and pay. For the first 500,000 drivers in Europe, this worked; at least for those willing to manage multiple logins. 

But as adoption surged, the flaws became glaring.  

Norway provides a telling case. By 2022, more than 80% of new cars sold in Norway were electric, yet drivers had to juggle multiple apps just to keep moving. A survey of Norwegian EV owners found that half of fast chargers occasionally did not work, and fragmented apps were a core frustration. 

Consumers want one simple interface. They don’t want to guess which app works at which charger or maintain a dozen different accounts. They expect charging to be as seamless as buying petrol once was. And in the digital age, seamless means integration.  

How are OEMs Turning the Car into the Customer in EV charging? 

Automakers see this clearly. With Plug & Charge, the car itself authenticates when it connects to the charger. No apps, no RFID cards, no guesswork. The vehicle communicates directly with the charging station, handles the contract, and processes the payment. 

Beyond simple convenience, this changes the center of gravity in the customer relationship, pulling it away from third-party apps and toward the car manufacturer. If your vehicle takes care of charging automatically, the app on your phone becomes secondary. 

The implications are profound.  

With AFIR regulation making Plug & Charge mandatory in Europe from 2027 , the shift is no longer optional but guaranteed. OEMs will have direct access to charging data, customer behavior, and energy consumption, including the battery. They can offer their own charging services, bundle energy with vehicle sales, and create loyalty ecosystems that bypass traditional charging providers. 

And because in-car displays are already the hub for navigation, entertainment, and connectivity, it is natural for OEMs to integrate charging into that experience. Drivers will no longer open a separate app to find a charger; the car will simply guide them, authenticate, and charge. 

Why are Mega Apps Entering the EV Charging Market? 

If OEMs are embedding charging into vehicles, tech companies are embedding it into their digital ecosystems. 

EasyPark is a prime example. With 60 million users across Europe, it started as a parking app. Now it is further integrating charging into its service. This means one app for both parking and charging, directly connected to millions of drivers. Compare that to the current EV market, where Europe has just over 2 million EV users, EasyPark’s reach is nearly 30 times bigger. 

And EasyPark is not alone. Google Maps and Apple Maps already integrate charger locations and availability. Payment systems like Apple Pay and Google Pay make it easy to handle transactions. In China, “super apps” like WeChat already combine mobility, payments, and retail in one platform. 

For consumers, the appeal is obvious. They don’t want “yet another app.” They want the apps they already use to simply handle charging alongside everything else. For tech giants, charging is just one more feature in their mission to control mobility. 

Why will EV-only Charging Apps Struggle to Survive? 

This convergence leaves little room for single-purpose apps. The problem isn’t that EV-only apps are bad. Many are innovative, with smart route planning and user-friendly designs. The problem is that they are not big enough. 

Mainstream consumers are not willing to download an app for every specific need. They prefer one or two platforms that handle everything. As EVs move from 4% of Europe’s fleet today to 30% by 2035, this mainstream majority will dictate the rules. 

And the rules say: simplicity wins. 

EV-only apps can survive if they evolve into white-label solutions, integrate deeply into OEM systems, or specialize in niche services like fleet management. But the era of hundreds of stand-alone consumer-facing apps is ending. 

What can We Learn about EV Charging from Norway and the UK? 

Again, Norway serves as the crystal ball. With mass adoption came frustration. Drivers didn’t want a dozen apps; they wanted charging that “just works.” And they wanted reliability, something that was often missing. 

The UK is following the same path. By mid-2024, it had 1.1 million EVs and a rapidly expanding charging network. But the government is already focused on simplifying user access, integrating renewable energy, and improving reliability. By 2030, it expects 10 million EVs on the road, with more than 300,000 charge points. Fragmentation simply won’t scale. 

The message from both markets is the same: as adoption grows, integration becomes essential. 

What is eMabler’s Role in Helping Companies Stay Relevant in EV Charging? 

For energy companies, retailers, and parking operators, this shift is both a threat and an opportunity.  

The threat is obvious: if OEMs and mega apps dominate, incumbents risk losing the customer interface. 

But the opportunity is real. When companies choose open platforms like eMabler, they integrate charging directly into their existing apps, loyalty systems, CRM, and ultimately into their core service. They don’t need to build a stand-alone EV app that competes with Google or EasyPark. Instead, they can make charging part of the services their customers already use. 

This approach keeps control of the customer relationship. It guarantees that charging becomes an extension of the brand, not a handoff to a third party. And it allows companies to tap into new revenue streams without duplicating IT systems or losing sight of their customers. 

What does the Future of EV Charging Apps Look Like? 

The charging app story is coming to an end. The next chapter is about seamless integration, i.e. charging that disappears into the background. Drivers will not “use an app” to charge. Their car, their parking app, or their energy provider’s ecosystem will handle it automatically.  

This is already underway. AFIR will accelerate it, OEMs are building toward it, mega apps are racing toward it, and consumers are demanding it. 

For companies that want to stay relevant, the time to act is now. The winners will be those who embed charging into their broader services, not those who build yet another app. 

The End of the App Era 

Charging apps played an important role in the early days of EV adoption. They gave drivers access, information, and control when the ecosystem was still fragmented. But their time as the primary interface is ending. 

The future belongs to cars that authenticate themselves, apps with massive reach, and platforms that integrate charging into everyday life. 

For EV-only apps, the writing is on the wall.  

For energy companies, retailers, and parking operators, the message is equally clear: stay relevant by integrating, not isolating. 

And for eMabler, the mission is simple: make sure charging stays open, interoperable, and customer-centric in a world where apps alone won’t survive.