One key difference between gas-powered cars and electric vehicles is that one needs to be filled with a combustible liquid—either gasoline or diesel—and the other has to be plugged in.
In the 1950s and 60s, when interstate highway travel was in its infancy, full-service service stations like those run by Texaco used to do much more than just fill up gas.
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In an ad aired in the 1960s, Texaco bragged that its attendants would not only fill up your car but also inspect vital components, like the battery, wipers, engine oil, fan belt, and radiator, and clean your windshield.
Today, not many gas stations, even those in states like New Jersey — where self-service refueling is disallowed by law — can still live up to that standard. But as recently as the 1990s, service stations were advertised as friendly places where refueling could be much more than a stop lasting a few minutes.
In a 1996 television advertisement for Mobil, the company boasted that its owners took pride in providing "friendly service," which extended to keeping a tidy and neat appearance — even in the bathrooms.
But as many motorists transition from gas to electric power, most of that allure is gone, and there are signs showing they miss it.
Typically, EV chargers are located in dimly lit and sketchy-looking areas in the back of the sprawling parking lots of big box stores and shopping malls, where people can feel vulnerable and exposed to the elements.
In a February 2024 study conducted by AutoPacific, the majority of American EV owners want charging to feel like going to the typical gas station. They believe public chargers should be well-lit, should be covered like a gas station, have signage indicating pricing and offer basic vehicle care services like windshield cleaners, air pumps, and vacuums, as well as Wi-Fi access.
Though it seems like a far-fetched idea, one startup is set to open a facility that checks all those boxes. It makes sense, especially when you consider filling a car with liquid fuel takes about four minutes, while charging an EV takes 20 minutes or more, depending the level of charge you need.
An array of EV chargers at Rove in Santa Ana, Calif.
Rove
No gas, only charging at this service station
California-based startup Rove is dead-set on being a game-changer when it comes to EV charging, as it sets out to right the wrongs that have affected this crucial part of the EV ownership experience.
Its first charging hub, which is set to open on October 15 in Santa Ana, Calif. makes charging at a Tesla Supercharger in a dark corner behind a Walmart ancient history.
In the same vein as gas pumps at rest stops, Rove's first priority is ensuring EV drivers can find a working charging stall. Its inaugural Santa Ana charging station has 40 (yes, four-zero, forty!) charging plugs, including 28 Tesla V4 Superchargers operating at up to 250kW and 12 SAE CCS chargers; 10 capable of 184kW charging and two capable of 350kW charging.
Unlike many public chargers, which can be built without consideration for the variety of different EV designs, all 40 chargers have plugs so that virtually any EV can easily use them. And to make things much simpler for owners, on-site staff are on hand to help novice EV owners charge up and run diagnostics on the chargers themselves.
A shopper looks at cereal at ReCharge by Gelson's at Rove in Santa Ana, Calif.
Rove
More than just a glorified gas station
In addition to the employees tasked with troubleshooting, Rove's facility is monitored by round-the-clock security and is covered and illuminated like a traditional gas station.
Rove, however, seeks to establish itself as more than just a glorified gas station. In addition to windshield squeegees, trash cans, vacuums, and a car wash, it also offers amenities that EV drivers can appreciate.
One of these amenities is a 24/7 "lounge" so customers can decompress or work, complete with free Wi-Fi, on-site restrooms, comfortable seating, and vending offerings.
But what separates Rove from other charging hubs is the fact that a retailer is attached to this charging station, but it is not the typical 7-Eleven, Wawa, Buc-ee's, or Sheetz that populates most roadside gas/retail combos.
Rove has partnered up with Gelson's, a high-end grocer that is well-known in Southern California (think the L.A. version of Wegman's for those in the East Coast) to open a reduced-size version of its store for this application. Dubbed "Gelson's ReCharge," the retailer sells typical roadside fare like coffee, soda, candy, and energy drinks but also offers nicer fare like packaged meals, sandwiches, and sushi.
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Other solutions are coming [soon]
Other companies are offering concepts similar to Rove's.
Electrify America, for instance, has opened an indoor charging station in the SoMa neighborhood of San Francisco. Drivers here can charge up at one of 20 of Electrify's next-gen 350 kW chargers inside an actual building and enjoy amenities like a lounge and restrooms while protected by round-the-clock security monitoring.
Ionna, the charging cooperative comprising General Motors, Honda, Hyundai, BMW, and other automakers, has recently broken ground on the first of what it calls a "recharger." Located near Apex, North Carolina, Ionna said in a statement that the space will offer 10 chargers and "an indoor driver’s lounge, offering secure access to bathrooms, coffee service, food/beverage, and WiFi to relax or work while your vehicle charges."
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