Inside Moto Charge: How UK's Largest Motorway Service Operator is Approaching EV Charging
As electric vehicle adoption accelerates across the UK, businesses already built to serve drivers on the move have a unique opportunity to offer reliable charging.
Moto Hospitality, the UK’s largest motorway service area operator, recognizes EV charging as a natural extension of the services they already provide to drivers on the go. Plus, with their existing extensive motorway footprint, they are already well-poised to help meet this growing need.
EV Charging as an Integral Part of the Customer Journey
At Moto, every investment starts with the customer journey, and their approach to EV charging was no different. Their mission was clear from the outset: make charging feel like a natural part of every journey. To support this ambition, the company created its own charging brand: Moto Charge. This enables them to maintain full control of every aspect of their customers’ experience, from arrival to departure.
“Charging sits right at the heart of Moto,” explains Wyn Stevens, Project Manager for Moto Charge. Many customers still associate Moto with food, coffee, and fuel, but charging is now one of its main growth areas. Charging is built into the wider site experience, making it a seamless part of a Moto stop. ABB E-mobility's A400 chargers support this approach through their award-winning human-machine interface (HMI), featuring large, configurable displays that enable customer engagement and help connect charging to the wider Moto experience.
CPO-as-a-Service: A Fully Managed Charging Solution
The challenge for many businesses is not deciding whether EV charging matters but deploying and operating it at scale while minimizing operational complexity. For Moto Charge, partnering with ABB E-mobility through its CPO- as-a-Service (CaaS) model provides the ideal balance: retaining control of its charging network while leaving the day-to-day operations to an experienced and trusted partner.
Designed for organizations who want to capture the full upside of EV charging without taking on the day-to-day complexity, the CPO-as-a-Service model combines hardware, asset management, business operations, and driver services in one integrated solution. The customer owns the relationship, the brand experience, and the revenue, while ABB E-mobility provides the technology and operational support. The offering includes:
- High-power charging hardware tailored to each site’s requirements and customer dwell times
- 24/7 monitoring, maintenance, and servicing, backed by 99% uptime service level agreements
- Operational management, including tariffs, roaming agreements, and payment processes
- 24/7 driver support services
- The result is EV charging that works as a natural extension of the core business, without the need for a large internal team dedicated solely to it.
It gives us really clear roles on who is responsible for what. ABB E-mobility brings expertise in hardware, software, and end-to-end charging operations. We bring expertise with locations, hospitality, and customer data.
Wyn Stevens Project Manager, Moto Charge
A partnership that scales across the network
This partnership gives Moto Charge a strong foundation that can scale to its sites across the UK. As they scale operations, charging stops being an add-on bolted onto a service area and becomes part of the reason drivers stop at Moto in the first place. For ABB E-mobility, it is proof that CPO-as-a-service can help businesses accelerate electrification without becoming charging companies.
Media Contact
Martin Schou
Mail: martin.schou@de.abb.com
Phone: +49 151 4439 4957
Related Articles
Discover more content like this from across our newsroom
