EV Charging
Capitalising on the EV charging boom
The electric vehicle market is experiencing rapid growth, creating a surge in demand for domestic and commercial charging solutions.
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n this article, Simon Humphries, retail business director at Humax EV Charging, looks at the emerging opportunity for electrical wholesalers to become key players in this evolving market. Electric vehicle (EV) chargers are becoming a common sight on UK roads — with the government planning to add an additional 300,000 by 2030. But public charging stations are only the tip of the iceberg. The vast majority of EV charging, estimated by the Department for Transport to be over 90%, actually takes place at home — and many EV owners opt for dedicated home charging units that offer faster charging speeds than standard household outlets. Workplace charging is growing in popularity too, as forward-thinking businesses recognise the need to support their workers as they adopt electric vehicles in increasing numbers. The Workplace Charging Scheme — which subsidises chargepoint installations at UK workplaces — has already seen 20,000 businesses enrol. It’s clear that when it comes to personal transport, the future is electric. With EVs making up almost a fifth of new vehicles registered in 2024, according to e-mobility service provider Zapmap, the opportunity for wholesalers to capitalise on this growing demand is significant.
Targeted strategies are key Attracting and retaining the right customer segments is essential for wholesalers looking to maximise sales and increase customer lifetime value. For charging solutions, the key audiences range from individual electrical contractors and specialist EV chargepoint installers to large construction and engineering firms. Each segment has distinct needs and requires a tailored approach.
As the sector is still evolving, an educative rather than promotional approach to marketing is a good way for wholesalers to build their brand profile in the space. Developing informative online resources, such as product guides and installation videos, can help to attract new customers — especially smaller businesses and tradespeople who may still be getting to grips
28 | electrical wholesalerMarch 2025
with the technology.
These types of resources empower potential customers with the knowledge they need to confidently recommend and install EV charging solutions — building trust and loyalty. To build relationships with larger firms, networking events and industry trade shows provide valuable opportunities to connect with key decision-makers, forge relationships, and showcase product offerings. This type of engagement may require a greater investment of wholesalers’ time, but that has to be balanced against the increased rewards available if successful in securing contracts with these larger clients.
The right product mix
Understanding the specific requirements of different customer segments is essential for optimising product offerings. Domestic installers will typically require smaller quantities of
chargers for individual homes, prioritising ease of installation and user-friendliness. Standard domestic installations generally use up to 7kW chargers, although some installers may offer higher-powered 22kW units for homes with three-phase power supplies.
Commercial installers, electrical engineering firms, and construction companies, on the other hand, tend to handle larger-scale projects, such as equipping car parks for office buildings or retail spaces. These projects often necessitate higher-speed chargers capable of delivering 43kW or more, as well as the ability to charge multiple vehicles simultaneously. Stocking a comprehensive selection of charging solutions is therefore crucial. Wholesalers should ensure that their offering includes various power outputs, smart charging capabilities, and both tethered and untethered options.
Alongside the charging units themselves, there
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