300 The Round Table 15 Episode
About this episode
Episode 300’s season-ending round table digs into why EV charging road signage is inconsistent and what drivers need to see—like kWh, speed, and price—especially on the SRN where approvals are strict. Guests discuss co-located CPOs, how signage affects confidence and utilization, and the economics behind reliability, maintenance, and pricing. The conversation then broadens to measurement accuracy (kilowatts per pound), ad-supported charging screens, and how incentives could offset friction. It closes with sponsor reads for ZapMap.
This was a milestone episode to wrap up the season - episode 300 of EV Musings.
In this special roundtable, I'm joined by Dora Clarke (Osprey Charging), Kate Tyrrell (EVCI Global / ChargeSafe), and Teresa Swift (Stark Charge) for an honest discussion on the real-world driver experience, from signage and infrastructure to advertising, pricing, and making EVs more accessible.
What You’ll Discover
- The State of EV Road Signage: Why current signage is lacking, what drivers actually need to see, and how better signs could boost confidence and utilisation.
- Profit vs People in Public Charging: The real economics facing CPOs, the pressures on pricing, and whether operators are prioritising the driver experience.
- Advertising on Chargers: Should drivers see ads while charging, and what (if anything) they should get in return - discounts, freebies, or better facilities?
What really stood out is how much of the conversation came back to trust and practicality. Whether it’s clearer signage so people can actually find chargers, maintaining sites properly, or making the whole experience feel welcoming (especially for women and new EV drivers), the panel agreed that getting the fundamentals right will matter far more than flashy gimmicks as the market matures.
A brilliant, wide-ranging discussion to close out Season 15 and hit a huge milestone for EV Musings.
The EV Musings Podcast is sponsored by Zapmap, the go-to app for EV drivers, helping you find and pay for public charging with confidence.
Episode produced by Arran Sheppard at Urban Podcasts: https://www.urbanpodcasts.co.uk
(C) 2019-2026 Gary Comerford
Support me:
Patreon Link: http://www.patreon.com/evmusings
Ko-fi Link: http://www.ko-fi.com/evmusings
The Books:
'So, you've gone electric?' on Amazon : https://www.amazon.co.uk/dp/B07Q5JVF1X
'So, you've gone renewable?’ on Amazon : https://amzn.to/3LXvIck
Social Media:
EVMusings: Twitter https://twitter.com/MusingsEv
Instagram: @EVmusings
Octopus Energy referral code (Click this link to get started) https://share.octopus.energy/neat-star-460
Upgrade to smarter EV driving with a free week's trial of Zapmap Premium, find out more here https://evmusings.com/zapmap-premium
Mentioned in this episode:
Zapmap
The EV Musings Podcast is sponsored by Zapmap, the go-to app for EV drivers, helping you find and pay for public charging with confidence. Zapmap is free to download and use, with subscription plans for enhanced features such as using Zapmap in-car on CarPlay or Android Auto, and discounted charging across thousands of charge points. Download the app from the Apple App Store or Google Play Store or find out more at www.zapmap.com.
Dodge Charger
"...or of strategic partnerships and communication at Charger Evaluation Company, EVCI Global and she was the f..."
The Dodge Charger is a car that’s built for performance, meaning it’s designed to feel quick and powerful when you drive. It’s a sedan, so it has four doors and a trunk, and it’s been popular with drivers who want a sporty feel. In podcasts, it may be mentioned when people talk about how performance cars are changing with new technology.
The Dodge Charger is a full-size American performance sedan that’s known for strong acceleration and a long history as a muscle-car style vehicle. It often comes up in EV and electrification discussions because people compare how modern powertrains and charging change the driving feel and use of a traditionally gas-focused performance model. That makes it a frequent topic when the podcast is talking about how brands evolve and communicate their plans.
kilowatt hour
"as you're entering the charge site, [259.3s] there's a tow term or something nearby that will state the kilowatt hour that's available, [264.3s] the speed of the charging, the price per kilowatt hour."
A kilowatt hour (kWh) is a way to measure how much electricity you’re getting. EV chargers often show kWh-related info so you can understand what you’ll be paying for and how much energy you’re taking in.
A kilowatt hour (kWh) is a unit of energy. On EV charging signage, it’s used to show how much energy the charger can deliver (or how much energy is available/being offered), which helps you estimate cost and charging needs.
tariffs
"And I don't know how easy it is to change [270.4s] that based on the different tariffs, the rate, the time of day that you're charging, because of [274.1s] course those energy prices will change."
Tariffs are the charging price rules. They can change depending on things like the time of day, so the same charger might cost more or less at different times.
In EV charging, tariffs are the pricing schedules set by the charge operator or network. They can vary by time of day, day of week, or other conditions, which is why the displayed cost can change depending on when you plug in.
charging infrastructure
"which is for another [327.2s] provider. And it just builds this big visual impact that the charging infrastructure is here, [332.6s] where they may not necessarily see it."
Charging infrastructure refers to the network of EV charging points and how they’re presented and managed for drivers. The discussion here is about how visible signage and information can make that infrastructure feel “real” and usable, even if drivers don’t notice chargers without prompts.
traffic signs regulations and general directions rules
"because they do broadly adopt that kind of wider, it's called the [367.5s] something very long, the traffic signs regulations and general directions rules, which are what [372.2s] applies to the major roads."
These are the UK rules that control how road signs should look and where they should go. If local councils follow the same rules, EV charging signs are more consistent and easier for drivers to understand.
The Traffic Signs Regulations and General Directions (TSRGD) are the UK rules that standardize how road signs are designed, placed, and worded. The host is noting that local authorities often adopt the same framework used on major roads, which affects how EV charging signage is implemented.
EV hub sign
"And that is that requires as a CPO us to apply for it, [615.5s] we would pay for it all ourselves. And because it's on the SRN, which is national highways [619.5s] managed as opposed to the local authority road, it's where it's a little bit more freefall,"
It’s a special road sign that tells drivers where EV charging is. The episode explains that getting these signs approved and installed involves rules and paperwork, especially on major roads.
An EV hub sign is a standardized road sign used to indicate electric-vehicle charging locations, typically on major roads. In this episode, the hosts discuss a new EV-specific sign for major A roads that was approved and requires formal application and compliance steps.
CPO
"And that is that requires as a CPO us to apply for it, [615.5s] we would pay for it all ourselves. And because it's on the SRN, which is national highways [619.5s] managed as opposed to the local authority road,"
A CPO is the organization that runs EV charging points. They’re the ones who handle the charging site and, in this case, the process and cost for getting certain EV signs approved.
CPO stands for Charge Point Operator, the company responsible for installing, operating, and maintaining EV charging sites. Here, the discussion is about how a CPO must apply for the EV hub sign and pay for it when the sign is on the national road network.
SRN
"And because it's on the SRN, which is national highways [619.5s] managed as opposed to the local authority road, it's where it's a little bit more freefall, [623.3s] depending on what they want to permit."
SRN means the UK’s main road network—motorways and big A roads. The hosts say rules for signs are tougher there because they’re focused on safety.
SRN refers to the Strategic Road Network in the UK, which includes motorways and major A roads. The episode contrasts SRN rules with local authority roads, noting that SRN sign approvals are stricter due to safety requirements.
national highways
"And because it's on the SRN, which is national highways [619.5s] managed as opposed to the local authority road,"
National Highways is the organization responsible for the UK’s major roads. In the episode, they’re mentioned to explain why the rules for signs are stricter on those roads.
National Highways is the UK body that manages the Strategic Road Network (SRN). The episode uses it to explain why EV signage approvals differ between SRN roads and local authority roads.
topography
"And it is quite a process. It's things like all sorts of surveys, topography, [637.6s] like will you add extra weight to the existing signs, such as the topples over,"
Topography is the study of land shape and elevation, and it matters for road signage because it affects visibility and placement. The hosts mention it as part of the process for approving and installing EV signage.
surveys
"And it is quite a process. It's things like all sorts of surveys, topography, [637.6s] like will you add extra weight to the existing signs, such as the topples over,"
Surveys are checks done on-site to understand what’s there and what changes are safe and allowed. Here, they’re part of the paperwork and planning for EV signs.
In this context, surveys are formal site assessments used to plan and approve infrastructure changes like adding or modifying road signs. The episode frames them as part of why EV signage can be a lengthy, regulated process.
purpose built hub
"when you just want to say [645.9s] there's an amazing hub of 16 charges at the next services or not even at the services, [650.6s] you know, there's a purpose built hub that we've spent, you know, upwards of a million pounds"
A purpose-built hub is a charging area that was designed specifically for EVs. The episode is saying these can be expensive and take a lot of effort to create.
A purpose-built hub is an EV charging site designed from the ground up for charging, rather than being a repurposed location. The hosts contrast this with smaller or less formal charging setups and emphasize the scale and cost of building such a site.
co-location
"whilst it seems like fierce competition, I think in time, having co-location is not the worst thing in the world because it increases the availability, so it increases the, I guess, the reassurance for drivers that there will be a charger there."
“Co-location” here means multiple charging companies put their chargers at the same location. That can help because if one charger is busy or broken, there are other options nearby.
In EV charging, “co-location” means placing multiple charging networks/operators at the same site. While it can look like “fierce competition,” it can also increase overall availability and reduce driver anxiety because there are more chargers in one place.
rapid charge points
"okay, in total, there are 40, 50 rapid charge points there for this merits, a non-branded EV hub sign on the main A road and that's really powerful..."
“Rapid charge points” are faster public EV chargers. They’re meant to get you charging quickly so you can add range in less time than slower home-style chargers.
“Rapid charge points” refers to public EV chargers designed for faster charging than basic AC outlets. They’re typically DC fast chargers, which can add significant range in a shorter time, but performance can vary by vehicle and charger capability.
EBCI
"the reliability of the charge, the safety and accessibility that user experience, and now recently with my EBCI hat on,"
EBCI is an acronym mentioned by the speaker, but they don’t explain it in this clip. It likely refers to a specific group or role connected to EV charging, but we’d need the full episode or surrounding context to be sure.
EBCI is referenced as a hat/role the speaker is wearing, but the transcript segment doesn’t define what it stands for. In EV policy/industry contexts, acronyms like this often relate to a specific organization or initiative tied to charging infrastructure or consumer outcomes.
power delivery
"I think coming to that point about the overall [1227.2s] underperformance of then the power delivery is really, is kind of that next step. And I'd love [1232.2s] to hear a bit more, because I think it would be useful to talk about the analogy with petrol"
Power delivery refers to how much electrical power a charger actually provides to the vehicle over time. The discussion frames “underperformance of the power delivery” as the next step beyond site design and safety—meaning the charger must deliver the promised charging rate reliably.
wet fuel markets
"Absolutely. So in, we would call it the wet fuel markets. [1251.3s] So in the wet fuel market, they have, they are subject to inspections,"
“Wet fuel markets” means normal petrol/diesel fuel stations. They’re using that as an example of how those stations are regulated for accurate measurements, and how EV charging should be held to a similar standard.
“Wet fuel markets” is a phrase for traditional fuel retail (like petrol stations) where fuel volume is measured and regulated. The speaker uses it as an analogy for how EV charging should adopt similar measurement-accuracy standards and enforcement.
metrology inspections
"So in, we would call it the wet fuel markets. [1251.3s] So in the wet fuel market, they have, they are subject to inspections, [1256.5s] metrology inspections, to ensure that the accuracy of the fuel per litre is, you know, [1262.4s] on the nose."
“Metrology inspections” means official testing to make sure measurements are accurate. In EV charging, it’s about confirming the charger is delivering the right amount of energy so you’re not overcharged.
Metrology inspections are formal checks of measurement accuracy. In charging terms, they’re used to verify that the charger delivers the amount it claims (and that pricing tied to that measurement is fair).
margin for error
"So in the wet fuel market, they have, they are subject to inspections, metrology inspections, to ensure that the accuracy of the fuel per litre is, you know, [1262.4s] on the nose. I think there's like a 0.5% margin for error within that."
A “margin for error” is the small amount of inaccuracy that’s still considered acceptable. The point is that the system shouldn’t be meaningfully off when it measures what you’re paying for.
A margin for error is the allowed tolerance in measurement accuracy. Here it’s used to describe how precisely fuel-per-litre (and by analogy, EV energy delivery) must match what’s being measured and billed.
four port
"I think there's like a 0.5% margin for error within that. And if a single pump on a [1269.0s] four port fails that accuracy test, they'll shut the whole thing down until it's been recalibrated."
“Four port” means the charger has four separate charging connectors. The example is that if one connector’s measurements are wrong, the whole station might be taken offline until it’s fixed.
A “four port” charging site refers to a station with four individual connectors/charging outputs. The analogy says that if one pump/port fails an accuracy test, the operator may shut down the whole multi-port unit until it’s recalibrated.
kilowatts per pound
"So how do we ensure that the margin for error and [1301.7s] delivering kilowatts per pound is accurate and that people aren't paying more for less?"
“Kilowatts per pound” is a way of saying “how much charging you get for the price.” The concern is that if measurements are off, you could pay more but get less charging than you should.
“Kilowatts per pound” is an informal way to express charging value: how much charging power (kW) you get relative to the money you pay (pounds). The speaker’s point is that accuracy and pricing should prevent people from paying for more than they actually receive.
canopies
"particularly hubs is canopies. Now, if we look at, if we split the charge point operators who are out there sort of down the middle, there are a number who will always put canopies in at every site, MFG, Fastnet or example."
A canopy is a roof built over an EV charging station. It keeps the charger and people more comfortable in bad weather, but it can cost a lot to install.
In EV charging, a canopy is the roof structure installed over a charge point to protect the connector and users from rain, snow, and sun. The hosts are discussing how canopy installation affects charging-site economics, including upfront cost and whether the operator can reach profitability.
planning permission
"Fastnet are very selective and they will only build where they can get the permission for a canopy. So one of the barriers, as I know you know, is that there's things like planning permission and other kind of reasons and restrictions why canopies might not work."
Planning permission is official approval from the local council for building something. A charging-station canopy may need it before construction can happen.
Planning permission is an approval process required for certain construction or changes to land use. For EV charging canopies, it can be a gating factor because local authorities may restrict what can be built, where, and how large it can be.
case by case basis
"This moment in time, it is a case by case basis. I was always subject to those other things. It's a retail, you know, we operate quite a lot in retail car parks."
“Case by case” means they decide based on the specific location. Some sites can justify a canopy, while others can’t because of cost or approvals.
A “case by case basis” means the decision to install a canopy depends on the specific site conditions rather than a single rule. In this discussion, factors like local approvals, existing infrastructure, and cost determine whether a canopy makes financial sense.
range anxiety
"She said, well, it was obviously range anxiety. And I said, and how did you solve that?"
Range anxiety is the worry that your EV battery won’t last long enough to get to a charger. It’s especially common when you’re new to EVs and aren’t sure how far you can really go.
Range anxiety is the fear that an EV won’t have enough battery to reach the next charging point. It’s a common early-ownership concern because charging infrastructure and real-world efficiency can vary by route and driving style.
public charging
"I said, and had you ever driven long distance and charged in public? She said, no. I said, how was it?"
Public charging is charging your EV at chargers you don’t own—like chargers in towns or at public locations. It matters because it’s different from plugging in at home.
Public charging means using chargers outside your home—typically at roadside locations, retail parks, or dedicated charging hubs. The episode contrasts whether someone has experience charging away from home versus only charging privately.
third party advertising on charges
"But one thing we're starting to see now is the use of third party advertising on charges. Some of the more recent designs allow, for example, videos to be displayed as you're charging."
This is when EV chargers show ads on their screens while you’re charging. The hope is that those ads help pay for the charging, so the electricity cost could be cheaper.
Third party advertising on charges refers to ads displayed on EV charging station screens while you’re charging. The idea is that advertisers subsidize the charging experience, potentially lowering the price you pay.
three-pin charging cable
"Yeah, and I'm kind of okay with that. But if it said, for example, do you need a new three-pin charging cable, go to evcables.co.uk for a wide range of options, that's a different kind of advertising."
It’s the common type of EV charging lead that plugs into a regular wall outlet using a standard three-prong plug. It’s usually for slower charging compared with dedicated public chargers.
A “three-pin charging cable” refers to a basic plug-in charging lead that uses a standard three-prong mains plug (commonly used for home charging). In practice, it’s the kind of cable you’d use to charge an EV from a normal wall socket or similar outlet, rather than a dedicated public fast-charger connection.
QR code
"And, you know, if there's a QR code saying, scan here and get a discount on your evcables, I think that's, from my point of view, acceptable."
A QR code is a little square you scan with your phone camera. Here, it’s used to quickly take you to a website or deal related to charging.
A QR code is a scannable graphic that encodes a link or instruction. In EV charging contexts, hosts often use it as a “call to action” so drivers can jump from a charger screen or app prompt to a specific offer or webpage.
pricing hurdle
"I do take your point there about if you've got to, if there's, I did an episode of weeks ago where I talked about the pricing hurdle, which is a hurdle that you have to cross or go over to be able to get a discount."
A “pricing hurdle” is the minimum price/cost barrier you need to get over before a discount really matters. In this case, it’s like: you have to do something (like watch an ad) before the cheaper charging price kicks in.
A “pricing hurdle” is the idea that a discount only feels worthwhile if the driver first clears a certain cost barrier. In EV charging apps, that can mean you must watch an ad or meet a requirement before you can start charging at the discounted rate.
landing page
"So you're right in that if you were going to go and buy, you know, some cabling and you wanted to scan a QR code, it should take you to a separate landing page for that"
A landing page is the specific webpage you end up on after you click a link or scan a QR code. It’s usually set up so the page matches the offer you were promised.
A landing page is a dedicated webpage designed for a specific marketing action, like clicking a QR code. The point here is tracking and relevance: if you scan a QR code for EV-related products, you should land on a page tailored to that offer rather than a generic site.
Request an Explanation
Heard something you'd like explained? We'll add it to this episode.
Sign in to request explanations for terms you heard.
Want to learn more?
Browse our glossary for plain-English explanations of automotive terms, jargon, and concepts.
Help improve this episode
See something that's not quite right? Our annotations are AI-generated and can sometimes miss the mark. Click the flag icon on any annotation to suggest a correction.