In short: the UK, the EU and the US each create demand for charging in different ways and set different gates for products. Before entering a market, map what is driving demand there, what your product must prove to be sold and installed, and which local partners you need. Most charging businesses do better entering one market properly than three at once.
A charger or storage product that sells well at home will not automatically sell abroad. Connectors differ, certification differs, payment and data rules differ, and so do the buyers. Here is how the three largest Western markets compare, and how to approach entry.
What drives demand in each market?
United Kingdom: a sales mandate
The UK’s Zero Emission Vehicle mandate requires a rising share of each manufacturer’s new car and van sales to be zero emission. According to Auto Express’s guide to the mandate, the car targets are 33% in 2026, 38% in 2027 and 80% in 2030; the van targets are 24% in 2026, 34% in 2027 and 70% in 2030. The same April 2025 article notes that the system of credits manufacturers can use to manage compliance was extended to 2029. Rising EV sales pull through demand for public, depot and workplace charging.
European Union: infrastructure targets
The EU sets binding targets for charging infrastructure itself. The Alternative Fuels Infrastructure Regulation (AFIR) has applied since 13 April 2024 and sets distance-based targets along the trans-European transport (TEN-T) network. The regulation requires charging pools for cars and vans at least every 60 km along the core network by the end of 2025, with a combined output of at least 400 kW and at least one point of 150 kW or more, rising to 600 kW by the end of 2027. It also requires public charge points to accept ad hoc payment, so drivers can charge without a subscription.
United States: federal funding, state by state
In the US, the National Electric Vehicle Infrastructure (NEVI) programme funds chargers through state plans. The US Department of Transportation issued revised NEVI guidance in August 2025, reported by Work Truck as streamlining state plans while keeping the minimum standards in federal rules (23 CFR part 680). CharIN noted that the revisions did not change the programme’s minimum technical standards, including connector requirements, and urged regulators to recognise the SAE J3400 connector explicitly. Requirements vary by state, so check each state’s current specification.
What must your product prove?
| Area | United Kingdom | European Union | United States |
|---|---|---|---|
| Rapid DC connector | CCS2 | CCS2 | CCS1, with growing use of SAE J3400 |
| Product marking | UKCA (CE accepted in Great Britain for many products) | CE | Safety certification by a nationally recognised testing laboratory |
| Public charging rules | Public Charge Point Regulations 2023 | AFIR | Federal minimum standards for funded sites, plus state rules |
| Private charging rules | Smart Charge Points Regulations | National rules vary | State and utility programmes vary |
In the UK, public charge points must meet the Public Charge Point Regulations 2023: 99% reliability across a network of rapid chargers (50 kW and above), contactless payment on new chargers of 8 kW or more, open data and a free 24-hour helpline. Our article on writing a charger tender covers these in detail.
Across all three markets, open protocols help. OCPP certification through independent testing laboratories shows buyers your charger will work with their back-office software. For more on certification when you build your own product, see our guide to working with an ODM.
Which partners do you need?
- Distributors or resellers with existing relationships among your target buyers: fleets, property owners, councils or utilities.
- Installers qualified for the local electrical rules and grid connection process.
- Back-office and payment providers already compliant with local data and payment rules.
- Service partners who can meet uptime commitments, with local spares.
- A test house that can certify for the market, ideally one with labs covering more than one of your targets.
How to sequence entry
- Rank markets by demand, competition, certification effort and your existing relationships.
- Choose one to enter first, and plan certification so the work carries over where possible.
- Line up partners before launch, not after the first order.
- Prove reliability and service in the first market, then use that evidence to enter the next.
Frequently asked questions
Is a CE-marked charger enough for the UK?
For many products, CE marking is still accepted in Great Britain, but UK-specific rules also apply, such as the Smart Charge Points Regulations for private chargers. Check current UKCA guidance for your product type.
Do I need different hardware for the US?
Usually, yes. Connectors, grid voltages and frequency, and safety certification differ from Europe, so a European charger needs at least a variant for the US market.
Which market is easiest to enter first?
It depends on your product and relationships. Many European manufacturers start with their home market and the UK, where connectors match, before tackling the US.
Ranking markets and planning entry is what our market entry strategy service does. Tell us where you want to go next.
