The electric vehicle (EV) revolution isn’t won — it’s still auditioning. Most Americans haven’t bought an EV. Brand loyalty? Still up for grabs.
Nearly 300,000 EVs were sold in the U.S. in early 2025, an 11.4% boost year-over-year, according to Kelley Blue Book. Yet battery-electric vehicles represent just 7.5% of all new U.S. vehicle sales — still a niche in the broader automotive market. In Europe, it’s a different story. EV sales surged 67% in early 2025, with especially high adoption in Germany, Spain, Italy, and the U.K.
Translation: the EV sector is still in customer acquisition mode.
Those who make the ownership experience feel effortless, intuitive, and supported will win the long game.
Charger anxiety is real — and it’s breaking trust before loyalty can take root
Let’s be honest: EV ownership isn’t always intuitive. The second time I tried to charge my vehicle? Nothing. No power. No explanation. Just a blinking light and mounting frustration. I left the station embarrassed, defeated, and wondering, Now what?
Even at home, where my dedicated Level 2 charger should be a source of peace, I’ve hit snags. Sometimes it refuses to recognize the vehicle, forcing me to call support just to start my day. These are more than technical glitches — they’re trust fractures. And they matter.
I’m not the only one feeling charging anxiety and frustration. Fleet managers are, too — especially as electrification shifts from an innovation play to an operational imperative. And the cost case is clear: EVs cost half as much to maintain as gas-powered vehicles, according to Consumer Reports, while McKinsey estimates that electrifying light-duty fleets can reduce total cost of ownership (TCO) by 15% to 25%.
But capturing those savings depends on one thing: A charging experience that works — reliably, intuitively, and with real support.
Today’s EV buyers aren’t just asking about range or acceleration anymore. They’re asking:
- Can I charge reliably wherever I go?
- Do I understand how this software-defined vehicle even works?
- Will I get real help if something fails — or just a chatbot at a dead charger?
When that support isn’t there, trust erodes. Confidence slips. Loyalty breaks.
In an electrified future, trust is the new horsepower.
Infrastructure matters, but CX matters more
EV sales are rising. But public charging? Still a top barrier to adoption.
The U.S. has added new fast-charging corridors — but the network is fragmented, with fewer than 200,000 public charging ports across 70,000 stations. That’s far short of the 1.2 million chargers needed by 2030, per the U.S. Department of Energy.
Meanwhile, Europe already has over 1 million public charging points — a number expected to double by 2029 — as the EU and U.K. push to eliminate carbon-emitting engines by 2035.
EV owners don’t just need chargers. They need:
- Clearer instructions, intuitive plug-and-charge interfaces
- Robust, reliable hardware and visibility to access
- Responsive support, including proactive help
Increasingly, they need that experience to match the car brand’s reputation.
Charging networks are now brand extensions, ready or not
EV buyers don’t just evaluate the car — they judge the charging journey that surrounds it. Tesla nailed this early. Their Supercharger network became a seamless part of the brand promise: Fast, predictable, and simple. Now open to non-Tesla drivers, it’s still the gold standard.
Other OEMs? They’re relying on fragmented third-party networks. And when something breaks, consumers don’t blame the charger. They blame the car brand.
As TTEC’s EV Specialist Omar Riahi puts it: If your stations underperform, your partner OEMs suffer — and so does your business.
To compete, charger providers must deliver:
- Frictionless support and fast issue resolution
- Uptime, reliability, and responsive service
- Clear UX, accurate billing, and proactive education
The takeaway? Trust travels through the plug. And brands with strong CX teams will dominate the loyalty economy.
Missing gear in the EV ecosystem? A scalable CX strategy
Let’s be clear: A great EV experience depends on more than infrastructure. It requires proactive onboarding, real-time support, and seamless subscription management.
That’s where the right CX partner makes all the difference. At Percepta by TTEC, we help both OEMs and charging providers:
- Deliver white-glove service to EV shoppers and education that empowers owners
- Onboard retail and fleet customers with clarity and confidence
- Resolve technical issues like charging errors, app activation, and over-the-air updates
- Support charging and hands-free driving subscriptions
- Manage charger installation, troubleshoot issues, and guide post-sale equipment journeys
We train our EV support teams to strike the right balance — technical fluency paired with human empathy — and back them with a shared knowledgebase that gives associates and customers alike fast, accurate guidance. Because when someone hits a roadblock, they don’t just want instructions — they want understanding.
CX is where trust is won or lost.
Brands that prioritize clear, helpful, and consistent support will build trust and cement customer loyalty.
At Percepta by TTEC, we’re helping some of the world’s most iconic automotive brands and charging infrastructure providers deliver on their promises across the brand experience. If you’re ready to scale support fast and build owner loyalty instead of churn, let’s talk.
