As electric vehicle adoption surges—projected to make up over half of all new car sales in the U.S. by 2030—the expectations around where and how we charge are rapidly evolving. Charging stations are no longer just utility hubs; they are becoming lifestyle touchpoints. Today’s EV drivers seek more than speed and convenience—they want frictionless technology, elevated amenities, and design that speaks to their personal values. A new report from MG2 Advisory asks: What if EV charging stations embraced “unreasonable hospitality” and became places people actually look forward to visiting?

How can EV charging stations evolve from functional infrastructure into brand experiences that surprise, delight, and earn loyalty?

In this episode of Retail Refined, host Melissa Gonzalez is joined by Charles Forster, founder of the automotive media brand Automo Speed Crew. Together, they explore what it would mean to embed the principles of hospitality into EV environments—from seamless app experiences to destination-worthy food and community spaces. Drawing from MG2 Advisory’s latest consumer research, they break down user personas and reveal how brands can transform charging from a necessity into a memorable interaction.

Highlights from the conversation include…

Understanding the EV personas: From “Speed Seekers” who prioritize fast and seamless charging, to “Comfort Cruisers” and “Destination Dwellers” who value relaxation and immersive experiences, charging environments must cater to varied expectations.

Amenities as differentiators: From elevated restrooms and premium seating to on-site services like tire inflation and detailing, going beyond the basics can drive loyalty.

Tech-enabled hospitality: Frictionless mobile apps for reservations, payments, and real-time charger status are key to reducing range anxiety and elevating the user experience.

Charles Forster is a seasoned product development leader with over 15 years of experience in UX design, front-end engineering, and digital branding across fintech, SaaS, and media sectors. As Director of Product Development at VersioPay, he oversees the design and development of integrated payment processing platforms and user interfaces. He has also led large-scale enterprise projects, founded the automotive media brand Automo Speed Crew, and consistently applies his expertise in software innovation, startup growth, and user-centered design.