The Role of Utilities in Accelerating EV Adoption: Infrastructure, Data, and Customer Experience in Europe

As Europe races toward a carbon-neutral future, the electrification of mobility is reshaping the continent’s energy and transportation landscape. While automakers have long been the face of electric vehicle (EV) innovation, utilities are now emerging as the orchestrators of the EV ecosystem—playing a pivotal role in building infrastructure, harnessing data, and reinventing the customer experience. This transformation is not only a response to regulatory and climate imperatives but also a strategic opportunity for utilities to unlock new value streams and become indispensable partners in the journey toward sustainable mobility.

From Energy Supplier to Ecosystem Orchestrator

Historically, utilities focused on the reliable delivery of electricity. Today, their mission has expanded dramatically. Utilities are now responsible for:

Deploying and managing charging infrastructure at home, at work, and in public spaces, often in partnership with municipalities, OEMs, and private operators.
Modernizing and balancing the grid using smart technologies to manage new demand peaks, integrate renewable energy, and ensure network stability.
Personalizing the customer experience through data-driven digital platforms, bundled offerings, and seamless journeys for both residential and business customers.

This evolution positions utilities as the architects of a new, interconnected ecosystem—where energy, mobility, and digital experience converge.

Infrastructure: The Foundation for Mass EV Adoption

A robust, accessible charging network is essential for mass EV adoption. Utilities are uniquely positioned to lead the deployment and management of both public and private charging infrastructure. Their expertise in grid management, investment capacity, and established relationships with municipalities and businesses enable them to:

Expand charging networks in urban, suburban, and rural areas, ensuring equitable access and avoiding the creation of “charging deserts.”
Modernize the grid to handle increased and variable demand, leveraging smart grid technologies, dynamic load management, and integration of renewable energy sources.
Collaborate with local authorities and OEMs to strategically place charging stations, optimize usage, and support cross-border mobility.

Utilities are also driving innovation through new models such as peer-to-peer (P2P) charging platforms. By enabling individuals and businesses to share their private charging points, utilities can instantly multiply the available network, reduce infrastructure costs, and foster community engagement. The Plug Inn platform, developed for Renault, exemplifies this approach—connecting EV drivers with private charging points, rapidly expanding the network, and reducing range anxiety. In its first month, Plug Inn attracted over 8,000 users and registered 1,000 charging stations, demonstrating the power of digital platforms to accelerate adoption and foster brand loyalty.

Data: The Engine of Grid Optimization and Personalized Services

Every EV charging session generates valuable data—on user behavior, location, timing, and energy consumption. Utilities that invest in unified digital platforms can harness this data to:

Anticipate and shape demand, optimizing network investments and preventing congestion.
Personalize customer offerings, such as smart charging recommendations, dynamic pricing, and bundled energy-mobility solutions.
Enable new business models, including data monetization with partners (e.g., insurers, retailers, mobility operators), always in compliance with GDPR and customer trust.

Advanced analytics and AI further empower utilities to deliver predictive maintenance, proactive customer support, and tailored incentives that drive both operational efficiency and customer satisfaction. For example, utilities can use charging data to identify high-demand locations, inform infrastructure investments, and offer customers incentives to charge during off-peak hours—benefiting both the grid and the consumer.

Reinventing the Customer Experience: From Transactional to Relational

The EV customer journey is complex, involving multiple touchpoints—from initial research and installation to daily charging and community engagement. Utilities have the opportunity to transform this journey by:

Centralizing information through digital tools (cost simulators, eligibility checkers, real-time charger locators) that demystify the transition to electric mobility.
Digitizing and simplifying processes for installation, subscription, and incident management, reducing friction and accelerating adoption.
Creating engagement platforms—loyalty programs, user communities, and referral schemes—that turn satisfied customers into brand ambassadors.

By offering seamless, omnichannel experiences, utilities can build lasting relationships and position themselves as trusted advisors in the EV transition. For fleet customers, utilities are supporting electrification with digital dashboards, AI-driven analytics, and integrated platforms that orchestrate the transition and maximize value from connected services.

Partnership Models and Innovative Business Models

No single player can address the challenges of EV adoption alone. Utilities are forging strategic partnerships with OEMs, municipalities, technology providers, and even end-users to:

Bundle offerings (vehicle, charger, green energy contract) for a one-stop solution.
Develop interoperable roaming agreements that allow drivers to access multiple charging networks with a single subscription.
Integrate vehicle-to-grid (V2G) solutions, turning EVs into flexible assets that support grid stability and create new value for customers.

Peer-to-peer and community-based models, such as Plug Inn, are rapidly expanding network reach and creating new revenue streams for both hosts and utilities. Bundled solutions, dynamic pricing, and subscription models are simplifying the customer experience and driving loyalty.

Best Practices for Utilities Accelerating EV Adoption

Invest in digital platforms and data analytics to unify the customer journey and unlock new value streams.
Prioritize equitable infrastructure deployment—partnering with public and private stakeholders to ensure no community is left behind.
Leverage smart grid and renewable integration to manage demand, reduce emissions, and offer green charging options.
Develop bundled and personalized offerings that address the full spectrum of customer needs, from installation to daily use.
Foster community and advocacy through digital engagement, referral programs, and peer-to-peer models.
Stay agile and compliant in the face of regulatory complexity, investing in talent and systems that can adapt to change.

Shaping the Future of Mobility—Together

The transition to electric mobility is not just a technological or regulatory challenge—it is a unique opportunity for utilities to reinvent their role, deepen customer relationships, and drive sustainable growth. By investing in infrastructure, harnessing the power of data, and delivering exceptional customer experiences, utilities can accelerate mass EV adoption and become the trusted partners of Europe’s energy and mobility transformation. The time to act is now: those who lead will shape the future of mobility, energy, and customer value for decades to come.

Ready to accelerate your EV transformation? Let’s shape the future of mobility, together.