Building a Fast-Charging Future in Georgia
Chris Kaiser is President of Plugin with 17 years of experience delivering clean energy solutions, including LED lighting, solar and energy monitoring. Chris is focused on EV charging for multifamily, retail, fleet and public DCFC.
A recognized LinkedIn expert, he publishes Amped about EV Charging. Chris holds a Mechanical Engineering degree from Georgia Tech.
George Ayres is the Managing Director of AutoMobility Advisors, a boutique automotive consulting practice.
Prior to founding AMA, George was EVP of Partnerships at Vinli, a connected vehicle services provider for large enterprise fleets. Ayres also served as a Client Partner for Automotive IoT at IBM and VP Global Sales of Verizon Telematics (Verizon Connect). He also held leadership roles at Ford Motor Company and Jaguar Cars.
Glenn is responsible for the development, design and implementation of Georgia Power's new Make Ready program created to assist customers with the installation of Electric Transportation Infrastructure to help customers plan and prepare for the transition to electrification of vehicle fleets.
Todd leads utility relations and programs for EnviroSpark, a leader in the design, installation, and operation of EV charging solutions. Envirospark partners with commercial properties throughout the full project lifecycle- from initial design to long-term maintenance.
As electric vehicle (EV) adoption accelerates across Georgia, the pressure to expand and optimize fast-charging infrastructure is mounting. In this session, Chris Kaiser of Plugin and George Ayres of AutoMobility Advisors discussed the policy, utility and business hurdles that must be overcome to meet growing demand. Their discussion underscored a central takeaway: EV momentum is undeniable, but scaling direct current fast charging (DCFC) requires strategic coordination, regulatory clarity and flexible investment models.
EV Growth Outpaces Charging Infrastructure
Georgia’s EV market has grown exponentially, with sales increasing from 1.2% in 2020 to 10% in 2024. The number of counties with over 4% EV market share jumped from one to 31, and statewide registrations now top 150,000. Despite this progress, charging infrastructure lags far behind. One panelist noted that Georgia currently has about 6,500 public charging ports but will need at least 24,000 by 2030 to meet demand. While charger installation activity is increasing—thanks to partnerships with businesses like Waffle House and gas stations—the timeline for deployment remains lengthy. Permitting hurdles, transformer procurement delays and real estate negotiations can stretch projects over two years, threatening the pace of infrastructure development.
Supply Chain Disruptions and Policy Uncertainty Slow Deployment
Tariff-related supply chain disruptions have emerged as a major barrier to fast charger deployment. A speaker explained that many components for EV chargers and transformers are sourced from China or nearby Asian markets, and recent tariffs have increased both cost and uncertainty. This has complicated procurement and budgeting, causing long lead times and project backlogs. In Georgia, the National Electric Vehicle Infrastructure (NEVI) program has seen delays in award disbursements due to these uncertainties, stalling 33 proposed fast charger sites. For companies, this makes managing customer expectations more difficult, especially as installation timelines stretch to 18 months or more.
Strategic Siting and Utility Coordination Are Critical
Choosing the right locations for Direct Current Fast Chargers (DCFCs) is key to building an efficient and accessible network. Panelists emphasized the need to prioritize sites with strong consumer amenities—restaurants, retail and well-lit areas—to encourage use. Locations near highways and in urban multi-family housing developments are especially valuable. However, power availability remains a limiting factor. Many sites, particularly in rural or older commercial areas, require voltage upgrades or new transformers, significantly increasing installation costs. Utilities have acknowledged this challenge and are proactively engaging in load forecasting and planning. Current efforts include deploying utility-owned chargers in underserved rural regions to prevent infrastructure deserts as EV demand spreads beyond urban centers.
Utilization Rates Drive Business Viability
Ultimately, charger utilization is the most important business metric for DCFC operators. Utilization rates determine return on investment and indicate where future installations should be prioritized. Operators rely on Charge Station Management Systems (CSMs) to monitor real-time data on charger use, session duration and maintenance needs. Underused chargers—especially in rural areas—threaten project economics and investor confidence. Panelists discussed efforts to boost utilization, including partnerships with ride-share companies and outreach to apartment dwellers who may lack home charging options.
Still, striking a balance between accessibility and profitability remains a complex challenge.
Navigating the Role of Tesla’s Supercharger Network
Tesla’s Supercharger network, widely regarded as the most reliable and heavily used in the industry, presents both opportunities and risks. Some providers are considering white-label agreements to install Tesla chargers under their own branding, drawn by high utilization rates. Yet the panel cautioned against becoming too dependent on a single player. Concerns about brand alignment, long-term network control and market neutrality remain, making these partnerships a strategic decision rather than a quick fix.
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