Episode 18: From kWh to Brand Love: The Role of Marketing in CPO Growth

Why EV Charging Infrastructure Alone Is No Longer Enough

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As EV charging networks mature across Europe, simply deploying chargers is no longer enough to stand out. Reliability, location, and pricing remain critical, but Charge Point Operators increasingly face a new challenge: building trust, recognition, and loyalty in a growing and competitive market.

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For many EV drivers, the charging experience begins long before they plug in. Brand perception, ease of use, payment simplicity, and confidence in the network all influence charging decisions. At the same time, CPOs must attract site hosts, retailers, fleet operators, and investors while expanding across multiple markets.

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In this episode of The Charge Point Podcast, Christophe speaks with Dora Clarke, Head of Marketing & Communications at Osprey Charging, and Luís Martins, Chief Marketing Officer at Powerdot, two leaders helping shape how EV charging brands connect with drivers, partners, and businesses. Together, they explore how marketing is evolving from a supporting function into a strategic growth driver for the EV charging industry.

What You Will Learn In This Episode

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As the EV charging market moves beyond the early-adopter phase, CPOs must compete on more than infrastructure alone.

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Key learnings include:

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• Why customer experience is becoming one of the most important differentiators for every Charge Point Operator.
• How leading CPOs use branding to build trust, simplify EV charging, and reduce barriers for new EV drivers.
• Why destination charging is emerging as a powerful growth strategy by integrating charging into places drivers already visit, such as supermarkets, retail parks, and leisure destinations.
• How EV charging networks are shifting from competing primarily on price toward competing on convenience, value, reliability, and brand experience.
• Why partnerships between CPOs, retailers, fleet operators, and e-mobility service providers (eMSPs) are becoming increasingly important for growth and customer acquisition.
• How digital tools, loyalty programs, payment innovations, and data-driven customer insights could shape the next generation of EV charging experiences.