Expert Series: The EV Transition in Fleet Charging: What it means for fuel retailers
Date: 23 Jul 2026
As fleets transition to electric vehicles, fuel retailers and distributors are confronting a major shift in how drivers use their sites. Public fast charging locations in Australia have already grown to more than 1,310 sites, an 8.5 percent increase in a single quarter, and his expanding network is reshaping how commercial drivers plan their routes and where they choose to stop.
Longer dwell times, new behavioural patterns and higher productivity expectations mean the charging experience must evolve well beyond simply installing hardware.
In this Expert Series conversation, Marc Sibbald, Managing Director at Fleet News Group and one of the most experienced commentators in fleet and mobility, shares how electrification is transforming driver expectations on the forecourt.
“Fleets do not want reinvention. They want continuity.” Says Marc. For fuel retailers, that means understanding how drivers use their time on site. Here are seven key shifts every retailer should keep front of mind.
Fleets Expect EV to Work Like Fuel Cards
“Most people using fuel cards expect EV charging to work the same way,” says Marc. Drivers want simple, familiar transactions: tap, go, done. They also expect to find charging locations easily, with the same peace of mind fuel networks have always provided.
From a retailer’s perspective, that means two non-negotiables: make the payment experience effortless (at least not more complicated than fuel cards) and make network visibility and charger availability obvious so fleet buyers feel confident their drivers will not waste time off road protecting their route efficiency and overall margins.
Implication for retailers: Make payments frictionless and your charging locations and availability impossible to miss.
Flexible Bay design for a Mixed EV Fleet
“In Europe and China, you see more mature charging infrastructure,” Marc says. “Charging locations use multiple bays, different layouts and flexible access so a range of vehicles can use them.” These markets show the importance of designing for real‑world fleet conditions rather than assuming every EV functions the same way.
Australia and New Zealand are catching up, but layout maturity is still developing. Not all EVs have the same charge port position or turning circle, so sites need rear in, side in and drive through options where space allows. Operational factors such as vehicles sizes, connection points and different dwell times make layout design just as important as capacity.
Implication for retailers: Ensure Bay formats and site flows support a wide mix of vehicles, not a single standard.
The New Competition: Home, Depot and Workplace Charging
Unlike traditional fuel networks, EV charging introduces new forms of competition. Public charging networks, on‑site depot charging and workplace charging all compete directly with the forecourt. The risk is not losing a customer to another retailer but losing the visit entirely.
“In the past, fleets relied heavily on service station networks for refuelling,” Marc says. “With EVs, they now have a lot more choice.” Indirect competition means operators must win on convenience, price and overall site experience, or fleets will simply choose alternatives.
Implication for Retailers: Differentiate on site value. Make your location the most convenient choice even when drivers have alternatives.
Designing Sites for Drivers, Not Just Vehicles
One of the biggest shifts in EV adoption will be in site design and customer experience. Traditional highway service areas have evolved to support travellers who want to stop, eat and relax, but Marc believes there is still a clear gap when it comes to commercial drivers.
Fleet drivers have very different needs. “Fleet drivers want a bit more privacy, somewhere with power, internet and the ability to get things done or rest while they wait,” Marc says. EV charging introduces dwell time that drivers cannot avoid, and being able to work, rest or reset during that time becomes essential.
“Power outlets, secure lockers for personal items, quiet and clean rest areas, reliable 24-hour shower access and well-lit parking or lounges that are separated from busy commercial spaces can make a big difference,” Marc notes.
Implication for retailers: Sites that help drivers work, rest and refresh during charging will win more repeat fleet traffic and stronger long-term loyalty
Local Fleets will create early opportunities
Marc draws a clear distinction between national fleets and the many smaller, local fleets operating across Australia and New Zealand. National fleets prioritise coverage and consistency. They want the confidence that any driver, anywhere in the country, can find a location easily, much like they do today with fuel cards.
Local fleets operate differently. Many stay within smaller geographic areas and return to base daily or weekly, especially in distributor heavy regions. This creates clearer, more immediate opportunities for retailers located along those routine routes.
Smaller fleets also tend to adopt EVs faster because there are fewer stakeholders involved. As Marc puts it, decisions often come down to a simple agreement that “we will charge at this site,” making utilisation more predictable for nearby retailers.
Implication for retailers: Local fleets are likely to deliver early charging demand. If your site is competitively positioned, well priced and seamless to use, it will drive repeat use.
Start Small. EV Is a Change‑Management Journey
Electrification for fleets will not happen overnight. Companies will transition at different speeds, so retailers should treat EV charging as a change management journey rather than a single large infrastructure project.
“Small, staged improvements are often the most effective,” Marc says. One dedicated fleet bay, stronger Wi Fi, clearer signage or a simple work friendly seating area can meaningfully improve the charging experience. Upgrades do not need to be dramatic.
They need to make downtime practical, safe and predictable. Charging speeds will continue to increase, but for now the goal is not to change driver behaviour. It is to support what drivers already do in a more comfortable and practical environment. Longer dwell times can increase basket size across café and convenience only if the space works for drivers.
Implication for retailers: Start with small, practical upgrades that make charging more comfortable and predictable, and build from there without overinvesting too early. The EV transition will unfold gradually, but the retailers who succeed will be those who evolve with their customers. By focusing on practical improvements, staying close to fleet needs and designing sites that support real driver behaviour, operators can turn EV charging into stronger relationships, better utilisation and long-term commercial value.
About Marc Sibbald
Marc Sibbald is a commentator and strategist in fleet, mobility and transport. With extensive experience advising fleet operators, policy groups and industry partners, he brings practical insight into how electrification is reshaping driver behaviour and operational needs