Electric vehicle uptake and production are slowing due to widespread misreading of drivers.

OEMs overinvested in and under-researched the potential markets for EVs. Many consumers just aren’t quite ready.

Rental car companies have struggled most with EV integration, facing backlash due to limited education and flexibility.

Recently, I learned about an all-electric rental fleet and interviewed the owner and CEO, who has led the company for five years.

His experience highlights a common fleet gap: Research if renters want your service before buying EVs.

Drive Joulez, a 150-vehicle rental fleet based in New York and Los Angeles, rents out only EVs, spanning a variety of luxury and standard models. Last week I interviewed CEO Micah Bergdale for an upcoming episode of The Off Peak, Charged Fleet’s video series. Bergdale explained how his business model succeeds.

Get This Right First

The two macro-rules he follows center on location and clientele:

1. New York and Los Angeles have many EV owners and drivers, as well as established charging networks. Operate EV rental fleets where there’s charging infrastructure and a culture open to EVs.
2. The two cities also retain a strong corporate and entertainment presence. Drive Joulez derives 60% of its business from those B2B sectors, which are more reliable and predictable than consumer-driven leisure travel markets.

“We work with the film and TV production industry, a phenomenal partnership for us, as we've been able to offer EVs at a corporate level,” Bergdale told me. “And I'm sure if you talk to anybody in the rental car market, they'll tell you that the B2B corporate market is really the best part of running this business. It's a stable income, less likelihood of fraud and accidents, and the various challenges that come with this industry.”

Quick Hit Electric Rent-A-Car Checklist

In our interview, Bergdale shared techniques relevant to any public-facing EV fleet, including ride-hail, chauffeured transport, or rental vehicles:

• Pursue B2B customers aggressively. Corporate accounts provide more stable revenue, lower fraud risk, and fewer operational headaches than purely retail rentals.
• Target industries with an awareness of sustainability and the role EVs play in protecting the environment. Film and television production companies proved to be a strong market for EV rentals.
• Focus on convenience, not just vehicle brands. Charging access and ease of use are often more important to customers than the specific EV they rent.
• Leverage the Tesla/NACS charging ecosystem. Broader adoption of the NACS standard makes it easier to diversify vehicle brands while maintaining a simple charging experience.
• Use vehicle data and OEM APIs to monitor charge levels, battery health, lifecycle metrics, retained value, and operational issues through software integrations.
• Think of EVs as computers on wheels. Fleet management increasingly depends on software, connectivity, and data-driven decision-making.
• Build custom technology where possible. Proprietary software can improve fleet monitoring, maintenance planning, and operational efficiency.
• Buy lightly used EVs instead of new vehicles. Purchasing one- to two-year-old vehicles at auction helps avoid the steepest depreciation and improves unit economics.
• Look for off-lease EV inventory. Vehicles with 10,000–15,000 miles can provide excellent value while still feeling new to customers.
• Moderate mileage is OK on an electric rental car. Well-maintained EVs can remain reliable at higher mileage levels than many customers expect.
• Establish clear vehicle remarketing thresholds. Monitor vehicle condition and battery performance, and retire units when they no longer fit fleet economics.
• Pay close attention to the mix of makes and models in the fleet. Be ready to buy and sell electric rentals in response to customer demand and market shifts.
• Treat Tesla models differently from premium EVs. Price vehicles based on actual market value and customer perception, rather than assuming every EV is a luxury product.
• Prioritize customer education. Many renters are first-time EV users and need guidance to feel comfortable.
• Provide a positive onboarding experience. A brief 5-10-minute orientation can improve customer confidence. Use familiar training tools, such as short videos, quick-start guides, and some human support to reduce confusion.
• Make charging easy to understand. Ensure customers know how to find chargers, charge the vehicle, and incorporate charging into trip planning.
• Take advantage of modern infotainment systems. Built-in navigation and charging tools from Tesla, Rivian, Lucid, and GM, for example, reduce customer anxiety.
• Expect AI-assisted trip planning to become more integrated and valuable. Conversational tools or apps will likely define future charging experiences by helping drivers find chargers and instruct them on how to use them.
• Recognize that EV adoption is still a customer experience challenge. Operational success depends as much on education and support as on vehicle selection.
• Stay flexible. The EV market evolves quickly, so operators should constantly review fleet strategies, purchasing decisions, and fleet mix.

Create An EV Service Tier

EVs also provide an opportunity to rethink customer service levels. EVs lend themselves to a more attentive, hands-on approach.

“This comes from my background working at Apple in particular, and anybody who walks into an Apple store knows you are getting a concierge level of experience where you're able to engage with somebody and learn more about the technology,” Bergdale said. “We need to start thinking about these cars as computers on wheels, and that they require a little more handholding. “People just want to be comfortable getting in the car and not feel like the experience is so foreign that they're scared to actually drive it anywhere.”

The track record of EVs so far indicates they are not (yet) for everyone. For rental fleet businesses to succeed with them, operators must match the right vehicles to the most suitable customers in the most EV-active areas and client segments. Embrace these strategies, focus your efforts, and take decisive steps to ensure your fleet’s EV adoption leads to further success.