As the global transition to electric vehicles (EVs) accelerates, the challenge of building robust, accessible charging infrastructure remains a critical barrier to mass adoption. While traditional public charging networks are expanding, their rollout is often capital-intensive and slow, leaving significant gaps—especially in residential neighborhoods and rural areas. Peer-to-peer (P2P) EV charging models, which enable individuals and businesses to share their private charging stations with other drivers, are emerging as a transformative solution. Building on the success of Plug Inn in France, this regional spotlight explores how P2P charging models are being adapted or could be implemented in North America and Asia-Pacific, examining the unique regulatory, cultural, and infrastructure landscapes of each region. We also discuss how Publicis Sapient’s digital transformation expertise can help OEMs and utilities localize and scale these innovative solutions.
Plug Inn, developed by Renault in partnership with Publicis Sapient, has set a new standard for P2P EV charging. By connecting EV drivers to a network of home and business charging stations, Plug Inn addresses range anxiety, fosters community, and unlocks new revenue streams for hosts. The platform’s rapid adoption—over 8,000 users and 1,000 charging stations registered in its first month—demonstrates the power of digital platforms to bridge infrastructure gaps and accelerate EV adoption. Key to Plug Inn’s success are its user-centric design, robust verification and safety protocols, dynamic pricing, and a seamless digital experience that builds trust and community among users.
North America’s regulatory environment is complex, with federal, state, and provincial authorities each playing a role in energy and transportation policy. In the United States and Canada, regulations around energy resale, liability, and zoning can vary widely, impacting the ease with which individuals can offer charging services to others. However, there is growing recognition among policymakers of the need for flexible, community-driven solutions to supplement public infrastructure.
North American consumers are increasingly open to sharing economy models, as seen in the widespread adoption of platforms like Airbnb and Uber. This cultural readiness bodes well for P2P charging, especially in suburban and rural areas where public charging is sparse. Utilities and OEMs have an opportunity to partner with technology providers to create trusted, scalable platforms that address local needs and regulatory requirements.
The vast geography of North America presents both a challenge and an opportunity. While urban centers are seeing rapid growth in public charging, many regions remain underserved. P2P models can quickly expand the charging network without the need for massive capital investment, leveraging existing home and business chargers. Utilities can play a pivotal role by integrating P2P data into grid management, offering dynamic pricing, and supporting load balancing to ensure grid stability.
Asia-Pacific is a region of contrasts, with highly developed markets like Japan, South Korea, and Australia alongside rapidly urbanizing economies such as China, India, and Southeast Asia. Regulatory frameworks vary, but there is a strong governmental push toward electrification and smart city initiatives. In some markets, government incentives and public-private partnerships are accelerating the deployment of both public and private charging infrastructure.
The sharing economy is thriving in many Asia-Pacific markets, particularly in urban centers where space is at a premium and mobility needs are diverse. Community-driven solutions are often embraced, and there is a strong appetite for digital platforms that offer convenience and flexibility. However, cultural attitudes toward property sharing and privacy can differ, requiring localized approaches to trust-building and user engagement.
Asia-Pacific’s dense urban environments and high rates of apartment living present unique challenges for home charging. P2P models may need to focus on business and community charging points, as well as partnerships with property managers and local governments. In rapidly growing cities, digital platforms can help optimize the use of limited charging assets, while in more suburban or rural areas, P2P can fill critical gaps left by slower public infrastructure rollouts.
Publicis Sapient’s expertise in digital business transformation positions us as a strategic partner for OEMs, utilities, and governments seeking to localize and scale P2P charging models. Our SPEED framework—Strategy, Product, Experience, Engineering, and Data & AI—ensures that every solution is tailored to the unique regulatory, cultural, and infrastructure realities of each market.
Peer-to-peer EV charging is more than a stopgap—it is a catalyst for sustainable, community-driven mobility. By adapting successful models like Plug Inn to the unique contexts of North America and Asia-Pacific, OEMs and utilities can accelerate EV adoption, close infrastructure gaps, and create new value for customers and society. Publicis Sapient stands ready to help partners navigate this journey, leveraging our global expertise and local insights to deliver digital solutions that power the future of mobility.
Ready to localize and scale your P2P EV charging solution? Connect with Publicis Sapient’s experts to start your transformation journey.