Electrify America remains one of the largest names in EV charging, but its white-label business means customers may not always see the company’s name. The program allows retailers to put their own branding on charging stations while Electrify America handles much of the work in the background. Costco and Wawa are among the businesses already using the service.
Known as Powered by Electrify America, the program launched in 2020 and has since expanded to more than 100 stations with nearly 600 chargers. Electrify America’s own network is considerably larger, with more than 5,600 chargers at over 1,080 stations, but the white-label operation highlights another possible direction for public EV charging.
Rather than simply placing an Electrify America station on its property, a retailer can build a charging network under its own identity. The business owns the equipment and controls the branding, pricing, and site design. It can also connect charging with its loyalty programs and access information on station usage, charging sessions, and customer behavior.
Electrify America takes care of many behind-the-scenes responsibilities, including site feasibility studies, permitting, construction, commissioning, and ongoing maintenance. Its current hardware can deliver charging rates of up to 350 kW, and the company says its infrastructure is being prepared to support the NACS/J3400 connector.
The arrangement offers clear potential benefits for retailers. A customer may spend only five minutes refueling a gasoline vehicle before leaving, while Electrify America says a typical EV charging session takes 20 to 30 minutes. That longer visit could give customers more opportunity to spend money at the retailer.
Retailers also do not necessarily need to surrender their customer relationship to a separate charging company. They can establish their own prices, apply their own branding to the equipment, and use charging to support existing membership or loyalty programs. That could be especially valuable for Costco, where membership is a core part of the business.
Electrify America gains a way to sell its infrastructure and expertise, retailers receive branded charging networks, and drivers could benefit from a more consistent experience across different brands and locations. Greater consistency is something EV owners in America have been seeking for years.
Powered by Electrify America allows businesses to own and brand EV charging stations while relying on Electrify America for construction, technology, maintenance, and backend services. Launched in 2020, the white-label program has expanded to nearly 600 chargers at more than 100 stations, giving retailers control over pricing, customer data, and loyalty integration while offering drivers more consistent charging access.
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