Converting the EV Driver to the Everyday Customer

November 3, 2025

Quick Take (TL;DR)

As EV charging continues to grow and prove profitability, forecourt operators may know they need to convert these drivers, but not know where to start. DFS Director of Product Management for EV Charging, Chad Bass, lays out the key strategies for earning loyal customers from the new segment.

Key Points:

• Fast, Reliable Charging: Businesses should focus on delivering fast, reliable, and data-driven experiences to meet the expectations of tech-forward EV drivers.
• Infrastructure Options: Diverse charger configurations are available to ensure successful charging attempts that will keep customers retuning.
• Data Utilization: Operators who control their own charging networks benefit from access to vital charger data that can be utilized to improve performance and tailor experiences.
• Leveraging Forecourt Time: EV drivers who spend more time on the forecourt than traditional fuel customers present opportunities for targeted loyalty programs and in-store purchases.

The EV Generation is Here

Across the United States, electric vehicle (EV) adoption is continuing to grow steadily, creating new opportunities for retailers, fuel station operators, and convenience stores to engage EV drivers as loyal, repeat customers. With U.S. EV sales up more than 11 percent in the first quarter of 2025, and continued sales growth during the year, now is the time for businesses to focus on creating fast, reliable, and data-driven charging experiences that meet the expectations of today’s drivers.

Reliability Starts with the Right Hardware

Modern EV charging hardware and software are making it easier than ever to build dependable charging infrastructure that attracts customers and increases revenue. Advanced charger options like the Wayne PWR™ DC fast chargers offer uptime exceeding 98 percent and multiple output configurations, ensuring compatibility with a wide range of vehicles and site designs. These improvements reduce installation time and worry for new entrants, improve efficiency, and provide the reliable performance that EV drivers expect.

Loyalty: Determined by Data

EV drivers also typically spend more time on-site than traditional fuel customers, creating a valuable opportunity for retailers to increase in-store purchases through upgraded food, beverage, retail, and hospitality options. The most successful businesses will combine fast charging, reliable technology, and personalized data strategies to deliver a seamless experience that encourages repeat visits.

As the EV market continues to expand, retailers who take ownership of their charging infrastructure and focus on customer experience will be best positioned to lead in the new EV boom.

For more insights on how EV charging technology can help convert drivers into long-term customers, read the full article from DFS Director of Product Management, EV Charging, Chad Bass, on Transportation Energy Institute here.