Fuel retailers are a vital catalyst for Europe’s fast-growing EV market, as drivers prioritise convenient rest, refresh, and re-connect stops over cheaper charging, according to the results of a new survey by Gilbarco-Veeder Root, a Vontier company.
Commissioned for World EV Day 2025, the survey of 5,500 battery-electric (BEV) and hybrid (including plug-in hybrid) vehicle drivers in Europe and the United States highlights a maturing market that’s demanding ever-higher standards from charging point operators (CPOs) while creating opportunities for forward-thinking fuel retailers.
Convenience is critical, with 40% of European BEV drivers claiming they would use the chargers closest to their location – it was the most common factor when choosing somewhere to plug in. More than half 54% would be put off by a detour of more than ten minutes, while 72% are unwilling to venture 20 minutes from their route. One in nine 11% were unwilling to make any detour at all.
Time efficiency has a value, with drivers willing to pay 36% extra for charging to avoid even a five-minute detour, while only 23% said high prices would deter them from using a specific location. American drivers, by contrast, were much more price sensitive – with only 51% put off by a 20-minute detour, and 46% by expensive charging.
The results also show drivers aren’t simply waiting to charge. Only 25% of European BEV drivers stay in their cars during a 15-minute rapid charge stop, with 39% using the toilet/restrooms and 74% visiting either on-site shops or restaurants for refreshments – footfall which can translate into extra revenue for fuel retailers.
When selecting a charging location, half 52% of European BEV drivers said they were seeking shops or restaurants, while toilets 36% and customer Wi-Fi or workspaces 21% were also popular as drivers make use of longer dwell times. Demand for in-store payment options 34% and loyalty or reward schemes 32% suggest they expect to buy electricity like any other fuel.
However, with drivers only willing to make an 8.6-minute detour to get all of the amenities they want, while citing concerns about unreliable chargers 27% or sites with only one unit 24% as a reason to plug in elsewhere, providing robust and time-efficient charging is critical for this fast-growing market.
“Challenges with public charging have long been cited as hurdles for electric vehicle adoption – and our survey shows drivers rightly expect this to be as simple as filling with fuel,” comments Merrick Glass, President Konect eMobility at Gilbarco Veeder-Root. “Forecourts are perfectly placed to raise the bar, with locations close to major routes and facilities where drivers can rest, refresh and re-connect while they’re plugged in.”
With 160 years of industry experience, Gilbarco Veeder-Root is supporting fuel retailers to thrive in a more energy-diverse future. The Konect charging ecosystem integrates seamlessly with the forecourt environment, combining proven hardware and software with end-to-end support – from site surveys and project management to in-life maintenance by our Europe-wide field team.
“With the latest International Energy Agency (IEA) forecast suggesting an almost four-fold increase in electric cars and vans in Europe between 2024 and 2030 – to 39 million vehicles – it’s a demographic no fuel retailer can afford to ignore.”
