Automotive Business Magazine – Q3 2026 – Digital edition - Flipbook - Page 19
OPINION
EV
Turning car parks into
revenue streams
→ Neil Barton is SVP of sales and marketing, Europe at ChargePoint
T
he car park has traditionally
been viewed merely as
a place to pay for the
privilege of parking. Today,
it is emerging as a powerful
driver of revenue, loyalty,
and experience. For retail,
hospitality, and leisure
businesses, it’s where the
customer journey begins.
The rapid adoption of EVs is
fundamentally changing how, when,
and where consumers choose to stop,
shop, and spend time. Forward-thinking
operators stand to prosper by treating EV
charging as more than just an amenity.
EV charging introduces the concept
of ‘dwell time’, which creates a valuable
window of opportunity. A customer who
plugs in for 30 to 60 minutes is far more
likely to engage with the surrounding
environment. For a restaurant, this might
mean an extra drink; for a retailer, the
difference between a quick errand and a
full basket.
Crucially, not all charging infrastructure
is the same. For destinations such as
shopping centres, hotels, cinemas, and
gyms, fast alternating current (AC)
charging – delivering up to 22kW – is
particularly well-suited. It aligns closely
with typical visit times, enabling drivers
to meaningfully recharge their vehicles
without needing to return prematurely.
Beyond convenience, there is a
clear commercial upside. Businesses
deploying EV charging are seeing more
repeat visits, with EV drivers’ choice of
destination increasingly influenced by the
availability, simplicity, and reliability. In
competitive sectors where margins are
tight and differentiation is difficult, this
can provide a tangible edge.
However, the real difference comes
when businesses consider how charging
can be integrated into the wider
customer experience. Rather than
treating it as a standalone utility, the
opportunity lies in embedding charging
into loyalty programmes, promotions, and
pricing strategies.
For example, offering discounted or
complimentary charging for loyalty
members can incentivise customers to
return, while dynamic pricing models
can help manage demand and maximise
utilisation during peak periods. This
approach transforms charging from a
fixed service into flexible revenue.
Modern solutions
Technology plays a critical role in
enabling this shift. Modern charging
solutions are designed with operational
efficiency and user experience in mind.
The commercial viability of charging
depends on ‘uptime’. This is where
hardware philosophy matters. Unlike
single, fixed units, a modular design
means components can be easily
replaced or upgraded. This reduces
the potential for ‘downtime’ and
maintenance costs, ensuring chargers
remain operational as a revenue stream.
The ChargePoint CP6000’s built-in
software capabilities help maximise
utilisation. Key features include smart
access controls, to prioritise specific
customers or guests while offering tiered
pricing, such as lower rates for loyalty
programme members. Usage analytics
provide insights into charging behaviour,
while integrated load management
distributes power across multiple
chargers to prevent overloads and costly
grid upgrades.
Driver expectations are evolving in
the midst of growing EV adoption.
Businesses that fail to adapt risk
being overlooked in favour of more
forward-thinking competitors. Those
that effectively leverage charging
infrastructure will do more than simply
meet the needs of a growing EV
customer base: they will redefine the
role of the car park from merely a place
to leave vehicles to a destination that
actively drives revenue.
Q3 2026
BUSINESS
Q2 AUTOMOTIVE
2026 AUTOMOTIVE
BUSINESS 1919
