A straight-talking guide for EV OEMs, Lease Companies and Fleets.
After more than a decade in the EV charging space, building, scaling, subcontracting, partnering and now advising, one thing still frustrates me:
Too many EV charger partnerships are built around what’s convenient for the brand, not what’s right for the driver.
They’re built to tick boxes.
Not solve problems.
Not deliver trust.
And definitely not to empower the people actually doing the work.
So I put together a simple 7-point checklist, the stuff that should matter when choosing an EV charging partner, but often gets lost behind shiny presentations and SLA promises.
Let’s get this clear: there is no single "best" EV charger.
Only the best one for the driver, their home, and their requirements.
Stop forcing a one-size-fits-all charger onto homes that are anything but standard.
The right charger depends on the property, the energy usage, how the vehicle is driven, and even personal preferences like design or solar compatibility.
EV drivers deserve choice, not just whatever worked well in the last bundled partnership.
The best tariff fits real-life energy usage, not just the brand with the biggest marketing budget or rebate.
A 5-hour off-peak window might sound appealing, but for many, it’s simply not enough.
Drivers who drive more, rely on bigger top-ups, or those who already use a lot of energy during the day (WFH families, etc.) need flexibility.
Tariff fit should be led by lifestyle and load profile, not squeezed into a generic rate structure.
If you're not checking the quality, credentials or compliance standards of your installers - who is?
In most EV sales journeys, the only person who ever enters the customer’s home is the installer, yet OEMs and Lease Co’s often have no relationship with the installation businesses.
Minimal vetting. Minimal support. Minimal auditing. Just blind hope that the work will be done right.
A brand can’t talk about trust if it can’t vouch for the people delivering its service.
Transparent, dynamic pricing is possible. And should be the norm.
Install pricing shouldn’t be vague, confusing, or hidden behind
“From £999” marketing tactics.
Non-standard installations can still be priced instantly and fairly, when the model is built around real-world complexity, not guesswork.
Drivers deserve to know what they’re paying for, and installation businesses deserve a pricing structure that reflects the actual work involved.
A seamless digital journey is great. But human support is non-negotiable.
Online quoting, remote surveys and digital journeys are brilliant when they work, but what happens when something doesn’t go to plan?
A property with unusual wiring. A customer who doesn’t understand the charger options.
When it matters most, drivers don’t want an automated reply.
They want an expert on the phone who understands the job.
If your SLA or KPI doesn’t serve the customer... Scrap it.
For years, charger manufacturers have won deals by promising installs within XX days, arbitrary metrics that sound good but often backfire.
Some drivers are happy to wait, most won’t even have their EV yet.
But installers are forced to prioritise them anyway, or risk volume penalties, job losses, or being dropped from the programme.
It’s not customer-first. It’s metric-first.
If your metrics aren’t built around real customer needs, they’re broken.
If your partner wants to copy & paste their last five partnerships... Walk away.
Every EV charger proposition should be shaped around your brand, your customers, and your standards.
If your partner just wants to roll out the same templated playbook they used for the last OEM or Lease Co, don’t expect different results.
This industry is moving fast, and how can you expect your charger proposition to stand you out from the crowd?
You need a partner who will build with you, not just plug you into what they’ve already got.
This industry has come a long way, but there’s still a long way to go.
Drivers deserve better.
Installers deserve respect.
And brands deserve to build something they can actually be proud of.
If you’re an EV OEM, Lease Co or a Fleet and this resonates, let’s talk.
No sales pitch. No bias. Just honest advice from someone who’s been on all sides of the table.