Digital Marketing Strategies for EV Charging Station Companies

The electric vehicle (EV) sector is growing fast both worldwide and in Turkey. This growth requires Turkey-based charging station technology companies to rethink their marketing strategies. Now, not only individual users (B2C) but also businesses such as parking lots, restaurants, cafés and hotels (B2B) have become an important target audience. In this comprehensive article, we look at EV and charging infrastructure growth with current data, how the B2B audience is expanding, the potential for Turkish companies to enter the MENA (Middle East and North Africa) market, the importance of digital tools (chatbots, AI, programmatic advertising, social media) in international marketing, and how B2C communication contributes to brand visibility. If you’re ready, let’s get started. :)

1. EV and Charging Infrastructure Growth, Globally and in Turkey

Globally, electric vehicle sales keep breaking records. According to International Energy Agency (IEA) data, about 14 million new electric cars were sold worldwide in 2023, bringing the total number of electric cars to 40 million. That’s a 35% increase in sales compared with 2022, meaning 1 in 5 new cars sold was electric.. Similarly, charging infrastructure is expanding rapidly worldwide: as of 2024, the number of public charging points had doubled compared with 2022 to more than 5 million. In 2024 alone, more than 1.3 million public charging points were added worldwide (an increase of more than 30% over the previous year).

Turkey is keeping pace with this global trend. In particular, the electric vehicle market in Turkey boomed in 2023. . According to Turkey Electric and Hybrid Vehicles Association (TEHAD) data, electric car sales rose from 8,210 units in 2022 to 65,604 units in 2023. Driven partly by the market entry of the domestic car brand Togg and companies such as Tesla, that’s an annual increase of about 700% (roughly 8 times). The chart below shows the rapid growth in the number of electric cars sold each year in Turkey from 2017 to 2023.

Figure: Annual electric car sales in Turkey, 2017–2023 (TEHAD data)

In 2023 in particular, sales grew about 8 times over the previous year, reaching a record level.

In Turkey, the total number of electric vehicles on the road is also rising fast. At the end of 2023, there were about 185,000 electric cars on Turkish roads. By April 2024, the figure had risen to 231,000, an increase of more than 45,000 in just the first four months. This rise in electric vehicles has also driven the growth of charging station infrastructure. According to Energy Market Regulatory Authority (EPDK) data, the number of charging stations, about 6,500 at the start of 2023, reached 12,067 by year-end, a 185% increase in one year. As of April 2024, 29,496 charging points (sockets) were active across Turkey.

Thanks to this rapid expansion, Turkey has risen to the top ranks in Europe in total charging points. For example, the number of charging sockets rose from 17,920 in April 2023 to 29,496 in April 2024, a 64.6% increase in one year. Charging capacity is growing in parallel: the total installed capacity of charging stations in Turkey exceeded 2,084 MW at the start of 2024.

For an overview of global and Turkish data, see the table below:

The table and chart above clearly show how much momentum Turkey has gained in electric mobility recently. Compared with overall global growth, growth rates in Turkey are much higher. Key drivers of this rapid rise were domestic electric vehicle production (Togg), which began in 2023, the entry of global brands into the Turkish market (e.g., Tesla) and government incentives.

As a result, as the EV user base has grown, investment in charging infrastructure has accelerated too. As of the end of 2023, Turkey had charging stations in all 81 provinces, and infrastructure installation has increased especially outside the big cities. In light of this data, Turkey-based charging station companies are serving a fast-growing domestic market while also gaining a solid foundation for expanding abroad.

2. The Expanding B2B Audience: New Customer Profiles From Parking Lots to Hotels

In the EV charging sector, end users (EV drivers) were traditionally the main customer base. But as EV numbers grow, a major window of opportunity has opened on the B2B side too. Many businesses, such as parking operators, shopping malls, restaurants and cafés, hotels, fuel stations and corporate fleets, are considering offering EV charging to their customers or users. These businesses invest in charging stations to attract EV drivers, keep customers on site longer or strengthen their sustainability image. So for charging technology companies, the target audience is no longer just individual EV owners but also these businesses.

For example, high-traffic urban areas such as shopping malls and parking lots are increasingly seen as natural charging points. Charging network operators have recently been signing special agreements with many of these sites to install the necessary infrastructure. Having an EV charger in a mall parking lot or in front of a restaurant is now seen as a competitive advantage and a way to attract customers. Indeed, a 2022 Anadolu Agency report highlighted that having a charging station at the hotel had become an important criterion for vacationers choosing accommodation. The president of the Çeşme Touristic Hoteliers Association noted that both domestic and foreign tourists had started asking for charging at hotel parking lots and that travel agencies now include this information in their listings. This shows that EV charging infrastructure has become a marketing factor even in tourism and hospitality.

B2B customers’ needs often differ from those of end users. Businesses want to offer their own customers an uninterrupted, reliable charging experience. For example, hotels and restaurants may prefer, since stays tend to be longer, AC (medium-speed) chargers, while for highway rest areas or fleet operations, 120–200 kW DC fast-charging solutions are critical. Industry professionals say AC stations of up to 22 kW suit hotels, residential complexes, malls and restaurants, while DC stations of 150 kW and above come into play on highways and at high-traffic points. In other words, different B2B segments call for different charging technologies and service models.

Charging station companies have also started offering business models and value propositions tailored to businesses. In tourism in particular, hotels that offer charging can attract guests by highlighting their eco-friendly identity. Some companies in this space say their partnerships with hotels both contribute to the sustainable transformation of the tourism ecosystem and provide charging solutions certified with renewable energy to strengthen hotels’ green image. For example, in hotel-specific projects, companies analyze the hotel’s guest profile to determine the most suitable station type and capacity, develop designs that fit the space aesthetically and provide 24/7 technical support. They also often work on a revenue-sharing model, operating the stations without placing a big cost burden on hotels and enabling guests to reserve stations and pay easily through mobile apps.

In addition, businesses investing in EV charging infrastructure also serves sustainability goals. For example, a business that installs chargers in its parking lot takes a step toward reducing its carbon footprint while attracting environmentally conscious customers. A review in Turizm Proje Dergisi emphasized that “for sustainability-focused, conscious guests, having an EV charging station has become an important criterion in choosing a hotel,” and noted that hotels strengthen their green hotel identity by offering charging.

In short, the B2B segment has become a fast-growing market for EV charging companies. A charging network operator’s marketing plan now prioritizes things like signing agreements with big mall chains, offering fast-charging solutions to fuel stations and developing joint projects with municipalities or parking operators. Indeed, EPDK has already issued more than 150 charging network operator licenses in Turkey, and many are pursuing rapid expansion at parking lots, malls and hotels. The expanding B2B customer profile also requires charging companies’ sales and marketing teams to use solution-focused language tailored to each sector’s needs rather than technical jargon. For example, marketing to a hotel should highlight “guest satisfaction and green certification,” while a fleet management company should hear “operational efficiency and cost savings.” This kind of segment-based marketing will play a critical role in winning new B2B customers.

3. The Potential for Turkey-Based Companies to Enter the MENA and Gulf Markets

Turkey’s growing charging station sector doesn’t just serve the domestic market; it also carries regional export and expansion potential. Geographically, thanks to its proximity to the Middle East, the Gulf and North Africa and its trade relations with these regions, Turkey is a hub country. In particular, the fact that the EV market in the MENA (Middle East & North Africa) region is still at an early stage but is expected to grow fast in the coming years offers important opportunities for Turkish companies. According to market research, the Middle East’s EV market could reach $54 billion by 2035, with EVs accounting for more than 60% of new vehicle sales. According to . Bain & Company analysis, companies that move early have the opportunity to build a strong brand presence in the region, secure the best charging locations early and attract valuable customer segments. This suggests that companies expanding into the region from Turkey can capture a “first-mover advantage.”

Gulf countries (e.g., Saudi Arabia, the United Arab Emirates, Qatar and Kuwait) have taken serious steps toward electric vehicles in recent years. In line with their goals of diversifying oil-based economies and reducing carbon emissions, these countries have started investing in electric mobility. For example, government-backed charging station projects are being rolled out in Dubai and Abu Dhabi; Saudi Arabia plans EV manufacturing facilities with Lucid and similar brands; and many Gulf countries offer tax exemptions and free charging incentives for EVs. These developments indicate that over the next 5–10 years, both the number of EVs and the need for charging infrastructure in the region will grow exponentially.

Turkey-based charging technology companies have already started tapping this potential. For example, some domestic manufacturers have begun shipping products to the Middle East. According to an SME success story from KOSGEB, a company producing fast-charging stations in Turkey has started exporting products and carrying out projects in many countries, led by Saudi Arabia, the UAE, Qatar, Kuwait, Iraq, Turkmenistan and Jordan. Likewise, a news report shared by SAHA Istanbul says domestic charging station manufacturer Aspower made its first export to Georgia in 2023, crossing borders by exporting 120 kW high-speed DC chargers. With strong R&D teams, companies like Aspower are also attracting regional interest by developing innovative solutions such as off-grid solar charging stations and mobile charging units.

Manufacturing in Turkey has some strategic advantages: cost competitiveness, geographic proximity, flexible production capacity and quality engineering resources top the list. Gulf countries in particular need affordable but reliable charging equipment rather than very expensive European solutions. Turkish companies can fill this gap with their balance of quality and price. Thanks to cultural and political ties, Turkish brands can also build trust in the region faster. For example, some customers in the Middle East may find Turkish-made technology close to European quality but more accessible in terms of logistics and service. This perception can be used well in marketing.

There are also points companies wanting to enter the region need to watch: suitability for climate conditions (durability of chargers in extremely hot regions), different electrical infrastructure standards (voltage and plug standards may vary by country) and local regulations and certification (each country may have its own permit process for installing charging stations) all require careful planning. For example, in a country with a desert climate, outdoor charging stations must withstand dust, sandstorms and temperatures above 50°C, and Turkish manufacturers should design their products accordingly.

In terms of marketing strategy, international trade shows and events are critical. Participating in events such as Middle East Electric Vehicle conferences and Dubai Expo in the MENA region is an opportunity for Turkish companies to build brand awareness. In addition, building local partnerships (e.g., partnering with the country’s energy or infrastructure company) is a success factor for market entry. In many Gulf countries, public tenders or large projects can’t be won without a local partner, so Turkish companies need to integrate into that ecosystem.

In conclusion, for Turkey-based charging station companies, the Middle East, Gulf and North Africa markets are a kind of “new horizon.” Global consulting firms predict that the region’s EV transformation will accelerate and say that early movers can make major gains in brand and market share. It’s encouraging that Turkish companies have already taken some concrete steps. In the coming period, these companies’ digital marketing activities are expected to grow (local-language websites, social media campaigns aimed at the region, targeted ads, etc.), raising their brand awareness. That way, we’ll get used to seeing “Made in Turkey” charging technology across a wide geography.

4. The Importance of Digital Communication Tools in International Marketing (Chatbots, AI, Programmatic Advertising, Social Media)

For EV charging companies, digital marketing tools have become the key to reaching audiences effectively both at home and abroad. Especially in international marketing, digital channels increase brand visibility and make customer engagement easier by removing borders. In this section, we look at why and how chatbots, AI-powered applications, programmatic advertising and social media targeting play a critical role.

Chatbots are revolutionizing customer communication. In a technical sector like EV charging especially, answering prospects’ questions quickly and providing 24/7 support is very important. A well-designed chatbot can instantly help a customer visiting your website or mobile app. For example, when a business owner asks on your site, “How many units do I need for my fleet?”, the chatbot can instantly recommend the right number and model of units or take a demo request. AI-powered chatbots increase customer engagement and improve the experience by answering consumer questions around the clock. By taking on routine questions, these bots let human agents focus on more complex tasks, which means faster responses and a more productive support team. An extra benefit of chatbots in B2B marketing is that they can do lead pre-qualification. For example, according to a B2B marketing trends report, chatbots can qualify website visitors by asking about their budget and needs and separate out the most promising leads. Companies like HubSpot use chatbots effectively to evaluate prospects and offer suitable content or offers. In short, chatbots build trust and loyalty by offering everyone, including international customers, a personalized, instant communication experience.

Artificial intelligence (AI) applications have become a real game changer behind the scenes of marketing. In data-driven targeting, AI delivers incredible speed and precision. With AI algorithms that can process large datasets instantly, the preferences of different customer groups can be analyzed. For example, an AI system can scan social media interactions and website behavior to determine “which audience cares about which feature.” Indeed, one analysis reports that AI used marketing data to reveal that younger consumers value sustainability features more, while older buyers focus on factors such as reliability and cost. Insights like these help companies develop messages suited to each segment. With AI, EV charging companies can also understand the needs of different markets, for example emphasizing durability and fast service to customers in the Middle East, and integration with green energy sources to audiences in Europe. AI also plays a role in content creation and personalization. Thanks to automatic translation and language processing, it has become much easier for a Turkish company to run personalized email campaigns in English, Arabic or French. AI-powered tools can even automatically draft content such as blog posts and social media posts in line with the brand’s message, speeding up international content marketing. For example, a new product announcement can quickly be adapted with AI into both a technical English article on LinkedIn and an Arabic visual post on Instagram.

Programmatic advertising and smart targeting make digital ad budgets far more efficient. Programmatic advertising simply means buying online ad space through automated auctions and data-driven targeting. AI is at work here too: AI-powered ad platforms analyze user data to show ads to the most relevant people. This way, a charging station manufacturer, for example, can reach infrastructure managers in the Middle East and EV drivers in Europe with separate messages. By examining data such as users’ browsing history and previous interactions, the most relevant ad is shown at the right time. Say a business manager previously searched for “EV charging station solutions” and attended an industry webinar; the programmatic ad network can identify this person and show your company’s “fast-charging solutions for businesses” ad. This kind of targeted advertising prevents wasted ad spend and ensures the prospect gets a message matched to their exact need. For example, when showing ads to an environmentally conscious audience, AI can suggest using more “green energy”-focused visuals and copy. In short, programmatic advertising, especially in international marketing, makes it possible to reach the right audience rather than a broad one.

Social media targeting has become an essential tool in B2B and B2C communication. Platforms such as LinkedIn, Facebook, Instagram and Twitter (X) now offer very advanced targeting options. LinkedIn is especially critical in B2B marketing. Experts emphasize that LinkedIn is the main platform bringing business professionals together, and that B2B companies should create a company page, post regularly, be active in relevant groups and use LinkedIn’s own ad tools. With industry-, title- or location-based ad campaigns on LinkedIn, you can reach niche audiences such as “hotel general managers in Istanbul.” Indeed, LinkedIn’s specialized targeting and ad features give B2B companies the chance to announce new products and services to much wider audiences. Meanwhile, Facebook and Instagram are ideal platforms, especially for consumer campaigns aimed at EV drivers and tech enthusiasts. On these platforms, you can build audiences by interest (e.g., people interested in “electric vehicles”) and behavior (segments predicted to own an EV). You can also increase visibility organically on social media through content marketing; for example, sharing a statistic or infographic from your company blog on Twitter can catch the attention of relevant journalists and opinion leaders. Another strength of social media is engagement and community building. For example, a charging network company can strengthen its brand image by collecting user feedback on Twitter and responding constructively. With advanced AI-based tools, you can even run social media sentiment analysis to track positive and negative comments about your brand and act quickly. In short, social media targeting turns digital marketing into the art of matching the right message with the right audience.

If you’d like to read a more detailed article on this topic, check out our article “Using Social Media in International Trade.”

When all these digital tools come together, they create tremendous synergy in international marketing communication. For example, a foreign visitor to your website can get information in their own language thanks to an AI-powered translation/chatbot integration; then, after they leave, they see your brand’s ads on LinkedIn or Google through retargeting ads, read an industry report you shared on social media and come to trust your brand more. This way, by using multiple digital touchpoints, the customer journey is supported on an international scale.

Finally, it’s worth noting that measurement and optimization in digital marketing have become much more effective with AI. Campaigns can be monitored in real time and optimized with AI. Insights such as which visual got more clicks, or which country filled out more forms with which message, can be obtained instantly and campaign settings adjusted. This agility is a big advantage, especially for companies marketing in different countries at the same time.

In short, chatbots, AI, programmatic advertising and social media targeting enable EV charging companies to build meaningful connections with their audiences online. Companies that use these tools effectively gain a competitive edge in the global market and get higher returns by using their marketing budgets as efficiently as possible. In the age of digital transformation, being able to deliver the right message to the right person at the right time, especially in cross-border markets, will be a deciding factor in your company’s success.

5. How B2C Communication Contributes to Brand Visibility and Value

Although business models in the EV charging sector are largely B2B (e.g., charging network operation, station sales), the importance of communicating with end users (B2C marketing) can’t be ignored. Ultimately, the people who use charging stations, sign up for apps and interact with the brand are EV owners. A charging brand that is well known and trusted by consumers both increases its market share and gives confidence to its business partners (B2B customers). That’s why B2C communication makes a major contribution to overall brand value by giving the brand visibility, reputation and a loyal user base. .

First, brand awareness is a critical reason for B2C communication. If EV drivers often hear your charging network’s name, have downloaded your app and are satisfied with it, this sends a positive signal to potential B2B customers too. For example, a mall manager will want to see a charging brand they often hear about, and that’s popular with users, in their own parking lot, because they know the brand will attract drivers. EV users pay particular attention to working with a reliable charging network and brand, since they don’t want problems while charging their cars. According to Wattarya’s guide for EV owners, drivers are advised to “take care to work with a reliable network and brand”. This is an important detail that shows how much consumers value the brand.

B2C communication also helps build brand loyalty. A user who has a good experience charging their car and receives good customer service can become a kind of “ambassador” for your brand. For example, if your mobile app is handy and user-friendly, consumers will recommend it to other EV drivers around them. A positive word-of-mouth reputation is an organic outcome of marketing. Campaigns for individual users (e.g., free charging minutes, loyalty points, referral programs) also create an emotional bond between the brand and the user. Remember that visibility in the B2C space shapes a brand’s overall perception. For example, if users praise your brand or share their satisfaction on social media, this content serves as public references and increases the chance that new customers, both individual and corporate, will choose you.

In terms of brand value, communication with end users can even affect a brand’s market value. Today, investors and business partners also look at how familiar and loyal consumers are to a company’s brand. If a charging company has built awareness among a wide audience through PR campaigns, ads and social media engagement, this strengthens its claim to market leadership and sets it apart from competitors. For example, in Turkey, the Togg brand, though still very new, quickly achieved high brand awareness and value thanks to its emphasis on consumer communication (ad campaigns, social media engagement, experience centers, etc.). Similarly, on the charging infrastructure side, brands that communicate with consumers (e.g., those that advertise to wide audiences and keep app users continuously informed) are making progress toward becoming a “love mark”.

The visibility B2C communication brings strengthens your hand in B2B negotiations. For example, when trying to close a deal with a hotel chain, being able to say “50,000 EV drivers in Turkey already use our app” is a big advantage. For that hotel, this number immediately means a pool of potential customers. In other words, having a large end-user base gives the B2B customer the message “if I work with you, I’ll be offering ready-made value to my own customers”. Brand visibility has a snowball effect in this respect: consumer communication grows the brand, the growing brand attracts more partners, more partners (e.g., stations in more locations) reach more consumers, and the cycle continues.

What needs particular attention in B2C communication is focusing on continuously improving the consumer experience, because trust in and loyalty to a brand are directly tied to user experience. Charging companies should invest in making their app interface easy to use, providing clear directions at charging stations and keeping their call center and technical support strong. Every improvement in these areas comes back as satisfied end users, who both increase the brand’s visibility (because they share their experiences) and elevate its perception.

At the same time, B2C-focused marketing communication also affects the brand’s public image. For example, themes such as sustainability, environmental awareness and clean energy, when used in end-user campaigns, reveal the brand’s values. Building an eco-friendly, innovative and trustworthy image in society turns the brand from just a company into a brand identity . In the long run, this also raises the brand’s value in non-financial dimensions.

In conclusion, for B2C communication activities (ads, public relations, social media, events, building user communities, etc.) matter greatly for brand awareness, reputation and loyalty. Even if their business models are B2B, EV charging companies shouldn’t neglect end users; on the contrary, they should build a communication strategy centered on them. Because at the end of the day, customers determine the fate of brands. If thousands of individual users use your stations and are satisfied with your app, your brand becomes a living organism and you have a self-growing community. This is reflected in both your business volume and every tangible and intangible dimension of your brand value.

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