What is Unreasonable Hospitality in EV Environments?
EV charging stations are evolving from purely functional infrastructure into hospitality-driven lifestyle destinations as electric vehicle adoption accelerates toward majority market share by 2030. Drawing on MG2 Advisory consumer research, host Melissa Gonzalez and guest Charles Forster explore how brands can embed 'unreasonable hospitality' principles into charging environments to build loyalty and delight drivers. Key strategies include catering to distinct EV user personas, elevating on-site amenities, and deploying frictionless technology to reduce range anxiety.
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Key takeaways
EV charging stations are shifting from utility hubs to brand experience destinations that prioritize hospitality and community.
Three distinct EV driver personas — Speed Seekers, Comfort Cruisers, and Destination Dwellers — require tailored amenities and design approaches.
Tech-enabled features like frictionless mobile apps for reservations, real-time charger status, and seamless payments are essential to reducing range anxiety and elevating the overall experience.
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?
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.
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About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" -Jeffrey Roseman, Vice Chairman of Retail at Newmark "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." -Nate Frazier, Chief Operating Officer of GNC
