The illusion of ownership: how Kia gained real control of its EV charging by not building it

The promise of building your own EV charging platform is tempting. It suggests total control, unique features, and a product perfectly stamped with your brand.

But this promise can be an illusion. The reality of building a sophisticated EV charging platform from scratch is a minefield of hidden complexities and relentless maintenance. As Road's CTO, Dominiek ter Heide, states, "it seems pretty straightforward at first, but then it gets complicated rather quickly."

True control isn't about owning the code, it is about owning the customer experience. The story of Kia's recent strategic pivot provides a powerful, real world lesson in why a smart partnership can deliver far more control than building ever could.

Why building your own platform costs more than you think

Before we look at Kia's solution, it is essential to understand the challenge. Building your own platform is deceptive because you are not just creating software, you are constructing an operational nervous system that must work flawlessly 24/7.

This includes:

• Complex financial plumbing: you need a flexible billing engine for various pricing models (per kWh, per minute, dynamic tariffs). More importantly, you must manage transactions, intricate cross border VAT rules, and legally compliant invoicing.

• Relentless security and compliance: tax regulations and financial compliance are moving targets. As warned in The illusion of ownership: buy vs build in EV charging, "one missed regulation, one security oversight, and you are not just behind: you're exposed." This requires constant investment in non-core engineering and legal expertise.

• A market that never stands still: the work is never done. New charge station models, payment terminals, roaming connections, and customer demands require constant integration work. As our CTO puts it, "the minute you think you're done, the market shifts. Again."

This is the ownership illusion in practice: you set out to own a platform but end up owning a host of complex, resource-draining problems that have little to do with your core business of selling cars, energy, or services.

How Kia learned that control doesn't come from code

Kia's journey clearly illustrates this challenge. Initially, the automotive giant had a charging solution offered through a partner, but it relied on restrictive third-party software. On the surface, they had a service. In reality, they had no meaningful control.

The limitations were severe. As the case reveals, this setup "limited Kia to integrate with their internal systems and restricted Kia's ability to shape the customer journey and deliver a consistent brand experience".

They were experiencing the exact pitfalls of a system they couldn't truly influence. Bob Niesing, Business Development Manager Kia Charge at Kia Netherlands, summed up the frustration, "the challenge was the previous option couldn't integrate with our systems, and it didn't reflect the Kia brand".

The path to real control: a focus on partnership

Faced with this challenge, Kia didn't fall into the trap of building everything themselves. They recognised the goal wasn't to become a software development company, it was to deliver a superior, branded charging experience.

Kia chose a strategic partnership with Road's white-label platform. This decision allowed them to reclaim control over the most crucial elements of their business by leveraging:

• Deep branding and modularity: this went beyond just adding a logo. The platform's modularity meant they could select the features they needed immediately and plan for future innovations.

• Seamless integration: using Road's robust APIs, Kia could seamlessly connect the charging platform with its own internal systems. This opened the door for integrating charging data with their vehicle apps, customer relationship management (CRM) systems, and loyalty programs, creating a unified customer view.

• Future-ready technology: the partnership gave them an innovation roadmap, including support for smart and bi-directional charging, without needing to fund the R&D themselves.

By buying smart, Kia gained the benefits of customisation and brand alignment without the immense drawbacks of building. Kia could now dictate the customer experience while Road handled the complex operational lifting, from payment processing to 24/7 driver support.

Why real ownership means focussing on customers, not infrastructure

This brings us back to the central question every leader in this space should consider: when resources are precious, are they best spent on technical plumbing, or on the customer experience that defines your brand?

Kia's success story provides a clear answer. By offloading the technical burdens, they were free to transform their charging offering from a simple support service into a profitable, fast-growing business unit. They are now seen as a leader in the energy transition, with enhanced customer trust.

The 'buy vs build' conversation is about competitive advantage. Kia's story shows that the perceived ownership of building from scratch is often outweighed by the tangible control gained from a strategic partnership. A partnership that lets you focus on your customers while experts handle the complexity.

Ready to transform your EV charging strategy?

Kia's success story shows what's possible when vision meets the right technology partner. If you're looking to overcome challenges and unlock new opportunities in the EV industry, Road's innovative platform and expert support can help you get there.

Contact us today for a personalised consultation and discover how we can power your next step in the energy transition.