Regional Spotlight: The EV Opportunity in North America—Challenges and Solutions for Utilities

The North American EV Landscape: A Market in Rapid Transition

The electric vehicle (EV) revolution is accelerating across North America, reshaping the energy and mobility landscape. For utilities, this transformation presents both a generational opportunity and a complex set of challenges. As EV adoption moves from early adopters to the mainstream, utilities in the U.S. and Canada are uniquely positioned to lead—by building robust charging infrastructure, leveraging data to personalize customer experiences, and forging innovative partnerships that drive value across the ecosystem.

Unique Regional Challenges: Regulation, Infrastructure, and Consumer Expectations

1. Uneven Charging Infrastructure

While North America is seeing a surge in EV sales, the distribution of charging stations remains highly uneven. States like California and provinces like Quebec lead in both EV adoption and charging infrastructure, while many regions lag behind. This patchwork creates range anxiety for consumers, particularly for long-distance travel or in rural areas. Utilities must address these gaps by:

• Partnering with municipalities and retailers to strategically expand public charging networks.
• Supporting workplace and multi-unit residential charging to ensure equitable access.
• Investing in rapid charging and future-ready infrastructure that can scale with demand.

2. State-by-State and Provincial Policy Differences

North America’s regulatory environment is highly fragmented. Incentives, building codes, and grid interconnection standards vary widely between states, provinces, and even municipalities. This complexity can slow infrastructure deployment and create confusion for both utilities and consumers. Leading utilities are navigating this landscape by:

• Advocating for harmonized standards and streamlined permitting to accelerate charger deployment.
• Developing digital tools that help customers understand and access local incentives and programs.
• Building agile, modular infrastructure that can adapt to evolving regulations and market needs.

3. Consumer Range Anxiety and Experience Gaps

Despite growing interest, many North American consumers remain hesitant to switch to EVs due to concerns about range, charging convenience, and total cost of ownership. Research shows that charging—especially on the go—is the top concern for potential buyers. Utilities can play a pivotal role in alleviating these anxieties by:

• Providing transparent, real-time information on charger locations, availability, and pricing through digital platforms.
• Offering bundled solutions (vehicle, charger, and energy plan) to simplify the purchase and installation process.
• Educating customers with cost calculators, readiness assessments, and personalized guidance on incentives and charging options.

Innovative Solutions and Emerging Best Practices

Data-Driven Personalization and Grid Optimization

Every EV charging session generates valuable data on customer behavior, grid impacts, and infrastructure utilization. North American utilities are investing in unified digital platforms that:

• Personalize customer engagement with smart charging recommendations, battery health monitoring, and dynamic incentives for off-peak usage.
• Optimize grid management by forecasting demand, implementing managed charging programs, and integrating renewables.
• Monetize data through partnerships with OEMs, retailers, and mobility providers, supporting new revenue streams while respecting privacy.

New Business Models and Ecosystem Partnerships

Utilities are moving beyond the traditional role of energy provider to become orchestrators of the mobility ecosystem. Successful models include:

• Vertically integrated offerings that bundle EVs, home chargers, and green energy tariffs into a single contract.
• Subscription charging and roaming tariffs that allow customers to access multiple networks seamlessly.
• Fleet electrification solutions for commercial customers, including infrastructure, energy management, and data analytics.
• Retail media networks that leverage charging station screens and apps for targeted advertising and cross-industry partnerships.

Case Study: Community-Driven Charging Networks

Peer-to-peer (P2P) charging platforms are emerging as a solution to infrastructure gaps, especially in underserved areas. By connecting EV drivers to a network of home and business chargers, these platforms expand access and generate rich behavioral data. Utilities can support and integrate with such networks, enabling:

• Personalized booking and pricing experiences
• Trust and safety through robust verification
• Continuous product refinement based on real-time analytics

Digital Platforms: The Backbone of Customer Experience

A robust digital platform is essential for utilities seeking to optimize the EV customer journey. Integrated solutions allow utilities to:

• Deliver real-time, omnichannel support across web, mobile, and in-person channels
• Facilitate self-service and transparency with digital scheduling, status updates, and clear pricing
• Support managed charging and demand response with gamified incentives and digital nudges

Actionable Recommendations for North American Utilities

1. Invest in Future-Ready Infrastructure: Prioritize strategic partnerships to expand charging networks, upgrade local grids, and integrate renewables. Prepare for rapid growth by adopting modular, scalable solutions.
2. Embrace Data-Driven Personalization: Build unified digital platforms that consolidate customer, asset, and grid data. Use analytics and AI to deliver tailored experiences, optimize grid operations, and unlock new value streams.
3. Simplify the Customer Journey: Digitize and streamline every touchpoint—from awareness and installation to ongoing engagement. Offer bundled products, transparent pricing, and proactive support to reduce friction and build trust.
4. Foster Ecosystem Collaboration: Forge partnerships with OEMs, municipalities, technology providers, and third parties. Collaborate on infrastructure, data sharing, and new business models to accelerate adoption and create holistic value.
5. Advocate for Regulatory Alignment: Engage with policymakers to harmonize standards, streamline permitting, and support incentives that drive equitable EV adoption.

The Road Ahead: Utilities as Orchestrators of Electrification

The North American EV opportunity is vast—but the window for utilities to lead is narrow. By investing in infrastructure, leveraging data, and delivering seamless, customer-centric experiences, utilities can position themselves at the heart of the e-mobility ecosystem. Those that act boldly today will not only meet the demands of the EV era but will also unlock sustainable growth, deeper customer loyalty, and a central role in the decarbonized economy of tomorrow.

Ready to transform your EV strategy? Publicis Sapient partners with utilities, OEMs, and ecosystem players to design and deliver the digital, data-driven solutions that power the future of mobility. Connect with our experts to start your journey.

Relevant Links

• 3 Growth Opportunities Electric Vehicles Have Created for Traditional Utilities
• 3 Growth Opportunities Electric Vehicles Have Created for Traditional Utilities
• Connected Vehicle Data: Unlocking New Value Streams for Utilities and OEMs in the EV Ecosystem
• El Viaje del Cliente de Vehículos Eléctricos en América Latina: Oportunidades y Desafíos para las Utilities (LATAM)
• L’opportunité des véhicules électriques pour les services publics européens : Réinventer l’expérience client et l’écosystème énergétique (Europe)