Strategy for CPOs: how to take EV driver charging experience to the next level

Electric vehicle (EV) adoption is accelerating and reshaping infrastructure demand.

Industry projections estimate that, in Europe, electric sales will grow by 49% in 2025 and, by 2030, will account for more than half of the global market.

In parallel, Europe’s public network would rise from half a million chargers in 2022 to almost seven million by 2030, with a 27% compound annual growth rate.

In this context, providing accessible, safe and pleasant charging spaces is no longer a plus: it is a requirement.

To support this transition, 3M has launched in Europe, the Middle East and Africa (EMEA) its programme “Innovative Graphics for Electric Vehicle Charging Stations”.

The proposal aims to help charge point operators (CPOs) turn a functional stop into an end-to-end experience, improving user wayfinding, safety, operational efficiency and brand identity.

“It’s about transforming a functional stop for an EV driver into an enhanced user experience, where those 20 minutes can be enjoyed in a safe, clean place to have a coffee and rest,” says Raffaele Merola, EMEA Business Expansion Manager at 3M, speaking to Mobility Portal.

The programme combines decorative, functional and safety solutions.

On the wayfinding front, horizontal and vertical signage guides the driver from the road to the charger and, where relevant, to nearby amenities such as shopping centres, restaurants or hotels.

Reflective films and high-visibility elements help identify chargers in low-light conditions and reinforce site safety.

Functionally, 3M integrates screen films that improve legibility in bright light, filter UV rays and mitigate overheating.

This treatment protects sensitive components, reduces cooling-related energy use and supports charge-point uptime. The result: lower degradation, fewer incidents and a more stable user experience.

Design matters too.

“Looking ahead, our cities will be full of charging stations, so we must look after aesthetics. It’s better to design them well now, before it’s too late to change the environment,” Merola notes.

It is worth mentioning that the proposal is scalable: it is designed both for large multi-site networks and for local operators seeking to standardise their image and professionalise the experience without complex works.

What does the proposal include?

• Charger wrapping for protection and branding: films that resist UV, abrasion and minor vandalism, extend equipment life and unify visual identity.
• Intervention in the charging area to improve signage, visibility and pedestrian/vehicle flows, with particular attention to accessibility and safety.
• Conversion of traditional service stations into charging hubs, adapting them to the new EV concept: zoning, wayfinding, waiting areas and finishes that reflect the energy transition.

3M’s role in the conversion of petrol stations

An increasing number of companies with petrol-station networks — such as Iberdrola, Cirle K, and Shell — are beginning to transition to the sale of energy for electric cars.

The conversion is advancing through hybrid models and an expanding role for charging zones.

“This is a mixed period, where petrol stations have areas dedicated to EV charging. But in the long term there will indeed be more charging stations,” he acknowledges.

However, the pace will depend on government decisions and the European Union, especially if it is confirmed that internal-combustion cars will cease to be manufactured in 2035.

“For example, in Italy the government offers incentives to convert traditional stations into EV stations,” Merola states.

What will happen to stations that do not adapt? “They will have to look for a new purpose,” he explains.

What do CPOs and OEMs look for when working with 3M?

According to the executive, 3M collaborates with leading CPOs and OEMs, including ABB and Alpitronic.

What do they value when turning to 3M? “First, quality and durability: they don’t want to worry about maintenance,” he says.

They also seek brand impact.

“It’s not just about placing a logo, but creating a visual experience on the charger, the ground and the shelters. They want to offer more than just the charging service,” Merola explains.

He adds: “It’s similar to what happened with petrol stations: at first they only offered fuel; later they realised that, to be profitable, they had to add food, drink and comfort. The same is happening now with EV stations.”

About 3M

3M’s Commercial Branding and Transportation Division (CBTD) supports companies in the global marketplace, helping them achieve competitive advantages through consistent brand image and high-quality signage.

The firm emphasises that brand identity is one of the most important investments any organisation can make.

3M offers expert guidance to help companies unlock the full potential of their branding strategies.

The division focuses on creating more effective brand experiences by modernising visual content to deliver memorable environments that support customer engagement and conversion.

With more than 50 years’ experience providing graphic solutions, the company has supported some of the world’s most recognised brands.

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