New initiative challenges outdated EV assumptions while highlighting the growing accessibility of affordable, everyday charging
- 72% of drivers not considering an EV cite lack of home charging as a key barrier
- 86% of UK EV owners report initial concerns fade once they make the switch
- JOLT’s campaign aims to move the dial from perception to EV ownership reality
LONDON, 11, November 2025 – Global Digital Out-of-Home (DOOH) network and EV charging provider JOLT is launching a new campaign across their high-impact roadside locations to challenge commonly held concerns holding back drivers from switching to electric vehicles (EVs).
Despite rapid improvements in EV technology, many potential buyers are still hesitant to make the switch due to concerns about range, cost, and charging. While the average new EV in 2025 can travel nearly 300 miles on a single charge – far more than the UK daily average of 19 miles – the wider public continues to hold outdated assumptions that make EV ownership feel out of reach.
Charging access is a particular concern. Research shows 72% of drivers not currently considering an EV cannot charge one at home, while 63% of drivers considering a purchase say cheaper charging would persuade them to switch.
JOLT’s advertising-subsidised network addresses these barriers, providing 7kWh, around 30 miles, of free daily public charging ensuring drivers without off-street parking can access the benefits and cost savings of going electric.
The innovative model also clearly demonstrates that affordability and convenience, rather than sheer volume of chargers, drive adoption. In Barnet, for example, JOLT represents just 4% of public chargers but delivers 65% of public charging energy.
“Too many drivers are holding back from switching to electric because of outdated assumptions,” said John Rainford, UK Country Manager for JOLT. “This campaign puts evidence-based messaging on charging infrastructure in busy areas – exactly where people are. Seeing facts on real, functioning charging points makes the transition feel accessible, not unattainable. That’s what changes minds.”
The financial case for switching is strong. Industry-to-consumer body Electric Vehicles UK [EVUK] established to drive the UK’s transition to battery electric vehicles by tackling misinformation and building public trust, found 80% of UK drivers could save by going electric, with average lifetime savings of around £5,850 , in its ‘Cost of Driving Electric’ (CODE) research — and even drivers without off-street parking can realise these savings using JOLT’s free daily top-ups.
“The public deserve clear, unbiased information about what EV ownership actually costs, not headlines designed to generate clicks,” said Tanya Sinclair, CEO of Electric Vehicles UK. “Our research gives independent analysis that cuts through the noise, and the numbers are compelling: most UK EV drivers would save thousands by switching to electric. Our job is to make sure they know it.”
JOLT’s own international survey of EV drivers shows concerns about range and charging are overstated. In the UK, 86% of EV owners surveyed report that initial worries about range and charger availability either disappear or become manageable once they experience driving electric.
Public reluctance isn’t new. When petrol cars were introduced, people worried about safety, cost, reliability and where to refuel. However, history shows these fears diminish as understanding and adoption increase – the same shift JOLT’s ‘EV Truths’ campaign aims to accelerate today.
The campaign will run across JOLT’s network as an ongoing educational initiative, reaching thousands of pedestrians and motorists daily in high-footfall urban locations.
