The Department for Transport has launched the Electric Road Trip Campaign with motoring expert and former model Jodie Kidd to showcase the UK’s expanding charging infrastructure.
The nationwide initiative tackles driver misconceptions about public charging availability. It highlights charging access at tourist destinations and major travel routes.
The campaign follows the Government’s Get That Electric Feeling initiative, which encourages drivers to switch to electric vehicles.
More than 118,000 charging devices now operate across the UK – twice the number of fuel pumps nationwide.
The Electric Road Trip features charging locations at major tourist attractions, scenic rural areas, and iconic destinations. The campaign responds to research showing significant knowledge gaps among drivers about charging infrastructure.
Driver Perceptions vs. Reality
The study revealed that 71% of drivers incorrectly believed there were more fuel pumps than EV chargers. Additionally, 39% didn’t know they could charge at tourist hotspots.
More than a fifth of motorists thought chargers were mainly located on motorways or at supermarkets.
A third said better access to public charging would convince them to go electric.
“I’ve always loved road trips and driving an electric vehicle has made them even better. There are chargers even at the most beautiful, unexpected places – you stop, take in the view and you’re back on the road,” Kidd said.
She added that once drivers understand the charging network’s scope, electric road trips become smooth and easy.
Industry Support
Multiple chargepoint operators have invested in the campaign. Participating companies include:
- Fastned
- Osprey
- BE.EV
- Believ
- Gridserve
- PodPoint
- RAW Charging
- Source
- TotalEnergies
Chargers nationwide have been wrapped in special campaign liveries as part of the initiative.
Tom Hurst, UK country director at Fastned, said the company is proud to partner with the Department for Transport. He noted their network expansion from Cornwall to Dundee and across to Banbridge in Northern Ireland.
“We are continually working to update and build infrastructure to connect every corner of the country,” Hurst commented.
Asif Ghafoor, CEO at Be.EV, called the Electric Road Trip a reminder that going electric doesn’t mean compromising on journey quality.
“Great charging experiences are how we get more drivers to make the switch, and we’re proud to be part of that story,” Ghafoor added.
The campaign aims to demonstrate that the UK’s charging network now supports comprehensive electric travel across the country.
