Confidence, charging infrastructure and payment technology will drive EV ownership

If EV adoption is going to scale, it can’t rely on short-term price incentives alone, says Lynda Clarke of Nayax

The Society for Motor Manufacturers & Traders has released its latest new electric vehicle sales numbers. The SMMT’s chief executive, Mike Hawes, commented that electric car sales were not increasing fast enough to meet official targets and industry discounts for electric vehicles are unsustainable.

If EV adoption is going to scale, it can’t rely on short-term price incentives alone. Discounts may help manufacturers hit targets in the near term, but they don’t address what ultimately drives demand – whether the experience works for drivers in everyday life. For most people, the decision to go electric isn’t really about the headline price – it’s about confidence. Knowing charging will be available when they need it, that the experience is predictable, and that paying doesn’t feel unfamiliar or complicated.

It all puts increasing pressure on charging infrastructure in places people actually use day to day, like car parks, workplaces, and retail sites. If a driver arrives at an unattended charger and is faced with unclear pricing, a complicated activation process, or a payment method they don’t recognise, it quickly becomes a barrier rather than an incentive.

What we’re seeing now is operators looking for setups that are simpler to deploy and easier to run over time. In practice, that often means bringing the charger, certified energy metering, payments, and charge point management together, particularly in busy commercial environments where reliability really matters. When those elements work together, it creates a more consistent experience for drivers and fewer points of failure for operators.

We’re seeing this reflected in the way our EV Meter offering is being adopted and in our partnership with Autel Energy, where Nayax’s payment technology and chargepoint management are built directly into AC chargers designed for commercial and car-park locations. Enabling familiar, card-based payment at the charger helps remove friction for drivers, while giving operators clearer visibility and control.

When charging infrastructure feels easy, reliable, and familiar, it removes one of the biggest barriers holding drivers back from making the switch to EV.

Lynda Clarke is general manager UK at Nayax