LONDON, U.K. — Electric vehicle (EV) drivers in the Royal Borough of Greenwich are set to gain significant relief from the high cost of public charging, thanks to a new partnership designed to dismantle the capital’s “driveway divide.”
EV charging provider JOLT announced on December 10, 2025, that it will install 30 new advertising-subsidized fast chargers across the borough. The move guarantees every resident access to 7kWh of free, 100% renewable energy daily.
This translates to approximately 30 miles of daily range in just 15 minutes of charging. Crucially, the scheme has the potential to save average London drivers over £960 per year in charging costs.
Bridging London’s “Driveway Divide”
The challenge of electric vehicle adoption in major global cities like London is often rooted in housing inequality. Up to two-thirds of homes in some parts of the city lack a private driveway.
This forces millions of residents to rely on public charging, which can cost up to ten times more than the rates enjoyed by those who can charge overnight at home. This gap has created a two-tier system for EV ownership.
“The UK has a two-tier system for EV drivers, and it’s especially evident in London,” said John Rainford, UK Country Manager at JOLT. “If you can charge at home, going electric saves money. But if you’re relying on public charging – like millions of Londoners – you’re often paying a pavement premium.“
The Fairness Mandate for Net Zero Goals
The rapid shift to electric transport is a central pillar of the UK’s climate targets, including Greenwich’s commitment to becoming carbon neutral by 2030. However, industry analysts suggest that unequal access to affordable charging could stall urban adoption rates among working families.
JOLT’s approach, which is already successful in North London, directly addresses this equity issue. Independent research found that 77% of North London residents felt JOLT had positively impacted their area.
“This isn’t just about charging cars, it’s about making London’s shift to clean transport fair for everyone,” Rainford added.
How Advertising Subsidizes Free Energy
The innovative ad-funded model works by leveraging Digital Out-of-Home (DOOH) advertising screens installed on each charging unit. Revenue generated by these screens subsidizes the daily free energy allowance provided to drivers.
Key Financial and Energy Facts:
- Free Daily Allowance: 7kWh, providing around 30 miles of daily range.
- Annual Savings Potential: Over £960 for average London drivers.
- Energy Source: All JOLT fast chargers run on 100% renewable energy.
- Additional Usage: Any energy consumption beyond the free 7kWh is available at affordable, non-premium public charging rates.
The 7kWh daily limit is designed to cover the average daily mileage of a typical commuter. For EV owners who drive higher mileage, the savings can climb to an estimated £1,600 per year compared to standard public tariffs.
Impact on Local High Streets and Community
The benefits of the new charging network extend beyond EV owners, creating a positive feedback loop for local economic activity. The chargers encourage drivers to pause their journeys, often close to local amenities.
JOLT’s own research indicates a strong local economic impact:
- 90% of JOLT customers shop locally during their 15-minute charging breaks.
- Over 40% report spending £10 or more per visit.
Furthermore, the Royal Borough of Greenwich Council receives free use of the integrated 75-inch digital screens. This resource is vital for public service announcements, local event promotion, and community messaging, fulfilling the council’s EV infrastructure goals at zero cost to the taxpayer.
The deployment of these 30 chargers marks a significant moment for South East London, setting a precedent for how public-private partnerships can utilize commercial models to deliver equitable and sustainable urban services.
