Can Blink and Universal Media Succeed Where Shell’s Volta Experiment Failed?

Shell’s decision to shut down over 2,000 Volta chargers sent shockwaves through the EV infrastructure world. The Volta network, which relied on a “free charging, ad-supported” business model, was intended to combine EV convenience with digital marketing revenue. Two years after Shell acquired the company, that experiment has ended—no buyers, no rescue plan, and crews dismantling hardware that once promised nationwide EV access. The closure is more than a hardware story; it’s a cautionary tale about how EV infrastructure should be built.

The lesson is clear: EV charging isn’t an advertising billboard—it’s a lifeline. Drivers prioritize reliability, speed, and availability above all else. Shell’s experiment demonstrated that if the ad revenue can’t keep pace with maintenance, hardware replacement, and network expansion, the model collapses. Free charging is attractive, but it doesn’t pay the bills on its own.

CPO’s Must Find Additional Revenue

And yet, Blink Charging and Universal Media are moving forward with EV Totems—Level 2 chargers capped with dual 55-inch ad screens. On paper, it seems familiar, almost like a Volta sequel. But the reality of the market hasn’t changed. Drivers are willing to pay for convenience, uptime, and access. Ads are a bonus, not a replacement for a viable charging business.

If Blink and Universal aim to replicate Volta’s strategy, they risk the same fate: a flashy rollout that becomes a maintenance nightmare and, ultimately, a hardware clearance sale. But Blink is an innovative and clever company and has surely learned from Volta and Shell’s mistakes. There is every reason to think that this will add to Blink’s appeal and not have them fall into the same trap.

The path to success for ad-supported EV charging is narrower than it appears. Operators must ensure that each station generates sustainable revenue from charging itself, with advertising as a supplemental revenue stream. Power availability, user experience, and network coverage must always come first. Without this foundation, no amount of digital signage will rescue a failing network.

Conclusion

The closure of Volta doesn’t just mark the end of one company’s experiment—it’s a roadmap for others. To survive and thrive, new entrants must focus on what truly matters to EV owners: a dependable, accessible, and efficient charging network. Ads can enhance the experience, but they can’t be the business model. We are extremely hopeful that Blink wins big with this endeavor.

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