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Empowering long-distance electric car journeys: closing the customer experience gaps

By May 24, 2023Insights

In recent years, electric vehicles (EVs) have gained growing popularity due to their eco-friendly nature and the promise of a cleaner, greener future. While EVs are a great choice for short-distance commutes and city driving, there is still room for improvement when it comes to long-distance journeys, which can present some challenges. In this article, we consider the gaps that need to be addressed to ensure a seamless and enjoyable experience for long-distance EV travel.

Streamlining route planning and charging infrastructure: the current “Achilles’ Heel”

One of the key aspects of a successful long-range EV journey is efficient route planning and access to charging stations. However, existing navigation apps often fall short in accommodating necessary sudden changes in the route. This can be especially problematic for solo drivers, making dynamic route planning a challenge, potentially even dangerous. Improving navigation apps to provide greater flexibility in modifying routes and seamless integration of charging station information would significantly enhance the customer experience.

Clear signage and enhanced visibility

Locating the right charging stations, particularly within urban areas, can be a difficult task. The lack of signage often leads to confusion and unnecessary detours…with the occasional “ghost” site to contend with. Providing clear signage for EV charging stations, making them easily identifiable, would therefore mean a significant improvement in the overall experience. Enhanced visibility will reduce users’ frustration and improve journey efficiency.

Time, convenience…and a holistic approach to customer needs

Compared to traditional refuelling stops at service stations, charging an EV takes significantly longer. Fast-charging stations can reduce the time, but they are still not as prevalent as standard charging options. EV owners often find themselves waiting for their vehicle to charge, which can be a tedious and time-consuming process, especially during a long journey.

This can be further impacted by a lack of access to amenities such as food and restrooms. Some charging stations are not conveniently located near these facilities, which can make waiting inconvenient or even uncomfortable.

Minimising wait times

Long queues at busy charging stations can be frustrating for EV owners. To enhance the customer experience, it is essential to address potential congestion at popular charging sites. Providing accurate wait time information on the relevant apps would enable EV owners to plan their stops effectively and reduce unnecessary delays, making the journey more enjoyable. The same can be said for providing information on access to high-capacity chargers, which significantly reduce charging times.

Range anxiety

Range anxiety, the fear of running out of battery power before reaching the next charging station, is a genuine concern for EV owners. This apprehension can detract from the overall enjoyment of the journey, as drivers constantly monitor their battery levels and search for charging options. Bridging this gap requires both technological advancements in battery capacity and range as well as increased accessibility to charging infrastructure.


While electric vehicles have come a long way, there are still gaps that need to be filled to encourage widespread adoption and customer advocacy.

The attractions of the traditional automobile now need to compete with alternative modes of transportation. One of the biggest attractions has always been freedom & relative convenience…but applying those benefits to long distance EV travel is still work in progress.

Addressing the challenges related to charging infrastructure, range anxiety, time & convenience, and navigation systems will be crucial in bridging these gaps. As we continue to transition towards a more sustainable future, it is essential to focus on enhancing the customer experience and making long-distance EV travel as convenient and enjoyable as traditional fuel-based journeys. With advancements in technology the road ahead is bright…but long distance EV travel is not there yet!

While the Tesla brand has invested heavily in fast-charger infrastructure, a holistic approach to customer needs is still incomplete. The question is who will make the effort to fill the gaps: OEM’s, fossil fuel retailers, or new players? Watch this space…