A bold electric vehicle charging startup is reinventing the service station

A key difference between gas-powered cars and electric vehicles is that one must be filled with a combustible liquid—either gasoline or diesel—and the other must be plugged in.

In the 1950s and 1960s, when interstate travel was in its infancy, full-service gas stations like those run by Texaco did much more than fill up with gas.

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In an ad broadcast in the 1960s, Texaco boasted that its attendants would not only fill up your car, but also inspect vital components such as the battery, wipers, engine oil, fan belt and radiator, and clean the windshield.

Today, not many gas stations, even those in states like New Jersey — where self-service fueling is prohibited by law — can still live up to that standard. But as recently as the 1990s, gas stations were advertised as friendly places where refueling could be much more than a few-minute stop.

In a 1996 television commercial for Mobil, the company boasted that its owners prided themselves on providing “friendly service,” which extended to keeping things neat and tidy—even in the bathrooms.

But as many drivers switch from gas to electric power, much of that appeal is gone, and there are signs that they’re missing out.

Electric vehicle chargers are typically located in dimly lit and sketchy areas behind 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 by AutoPacific, most American EV owners want charging to feel like going to the typical gas station. They believe that public charging stations should be well lit, covered like a gas station, have signs showing prices and provide basic vehicle care services such as windshield cleaning, air pumps and vacuums , as well as Wi-Fi access.

While it seems like a far-fetched idea, one startup is set to open a facility that checks all of these boxes. It makes sense, especially when you consider that filling a car with liquid fuel takes about four minutes, while charging an electric vehicle takes 20 minutes or more, depending on the level of charge you need.

A series of electric vehicle chargers at Rove in Santa Ana, California.

Rove

No gas, just charging at this gas station

California startup Rove is determined to change the game when it comes to EV charging as it aims to right the wrongs that have plagued this crucial part of the EV ownership experience.

Its first charging hub, set to open Oct. 15 in Santa Ana, California, charges at a Tesla Supercharger in a dark corner behind Walmart’s ancient history.

In the same vein as gas pumps at rest stops, Rove’s first priority is to ensure EV drivers can find a working charging station. Its inaugural Santa Ana charging station has 40 charging outlets (yes, four-zero, forty!), including 28 Tesla V4 chargers operating at 250 kW and 12 SAE CCS chargers; 10 capable of charging 184 kW and two capable of charging 350 kW.

Unlike many public chargers, which can be built without taking into account the variety of different models of electric vehicles, all 40 chargers have outlets so that almost any electric vehicle can easily use them. And to make things even easier for owners, on-site staff are available to help first-time EV owners charge and run charger diagnostics.

A shopper looks at cereal at ReCharge by Gelson’s at Rove in Santa Ana, California.

Rove

More than just a glorified gas station

In addition to troubleshooting employees, the Rove facility is monitored by security around the clock and is covered and lit like a traditional gas station.

Rove, however, is trying to establish itself as more than just a glorified gas station. In addition to windshield wipers, trash cans, vacuum cleaners, and a car wash, it also offers amenities that EV drivers can appreciate.

One of those amenities is a 24-hour “lounge” so customers can decompress or work, complete with free Wi-Fi, on-site restrooms, comfortable seating, and vending machines.

But what separates Rove from other charging hubs is that a retailer is attached to this charging station, but it’s not the typical 7-Eleven, Wawa, Buc-ee’s or Sheetz that populate most gas/retail combinations on road.

Rove partnered with Gelson’s, a high-end grocer that’s well-known in Southern California (think LA’s version of Wegman’s for East Coasters) to open a scaled-down version of his store for this app. Dubbed “Gelson’s ReCharge,” the retailer sells typical roadside fare like coffee, juice, candy, and energy drinks, but also offers better fare like boxed meals, sandwiches, and sushi.

More business with electric vehicles:

• Ridiculous Tesla Supercharger Flaw Makes Electric Vehicle Owners Hostile
• Study: EV charging stations have a built-in secret business benefit
• Mercedes’ latest technology is ahead of Tesla in one key area

More solutions are coming (soon)

Other companies offer concepts similar to Rove’s.

Electrify America, for example, opened an indoor charging station in San Francisco’s SoMa neighborhood. Drivers here can charge at one of 20 next-generation 350kW Electrify chargers inside a real building and enjoy amenities such as a lounge and toilets, while being protected by round-the-clock security monitoring.

Ionna, the charging cooperative that includes General Motors, Honda, Hyundai, BMW and other automakers, recently started 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 interior driver’s lounge that offers secure bathroom access, coffee service, food/beverages and WiFi to keep you relax or work while your vehicle is charging. “

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