Eight major global automakers convened in Durham to highlight their joint electric vehicle (EV) charging infrastructure. The collaborative effort signals industry confidence in the long-term market potential for EVs, despite recent dips in sales and the reduction of federal subsidies.
Industry Collaboration and Market Challenges
The participating companies—Toyota, BMW, General Motors, Honda, Hyundai, Kia, Mercedes-Benz, and Stellantis—gathered to promote IONNA, the nationwide charging network headquartered in Durham. IONNA recently received recognition from J.D. Power for achieving the highest ranking among public DC fast-charging networks.
The industry faces significant headwinds. According to data from Cox Automotive, in the second quarter, Americans purchased 20.5% fewer new EVs compared to the same period last year. Although sales showed an improvement from the first quarter, the market is volatile, with several automakers slowing down or postponing the release of electric models after consumer tax credits expired.
These difficulties are compounded by broader concerns. The Environmental Protection Agency reports that transportation is the single largest source of direct greenhouse gas emissions in the United States, responsible for 28% of the total. Furthermore, J.D. Power identifies public charging availability as the primary reason new-vehicle shoppers consider rejecting an EV, creating a shared industry hurdle.
IONNA’s Performance and Expansion Goals
The reliability of public charging stations has improved, according to J.D. Power. The study found that the proportion of visits where drivers arrived at a station but were unable to charge dropped to 12%, marking the lowest rate recorded since the study commenced. IONNA secured 807 points out of a possible 1,000, placing it ahead of both the Mercedes-Benz Charging Network and the Rivian Adventure Network. The evaluation was based on responses from 6,594 owners of fully electric and plug-in hybrid vehicles.
IONNA CEO Seth Cutler noted that while ensuring drivers can locate and successfully use a charger is the “bare minimum,” the goal is to create an enjoyable and safe overall experience for the customer. Currently, the network operates approximately 177 locations across 30 states and is expected to exceed 200 by the close of the year.
The company reports operating more than 1,400 charging bays, with an additional 700 bays currently under construction. Looking ahead, IONNA aims to establish at least 30,000 charging bays throughout North America by 2030. Despite temporary sales declines, Cutler stated that the company continues expanding because the current charging infrastructure does not meet the needs of existing EV drivers, predicting a potential return to growth in sales the following year.
Automaker Commitments and Future Outlook
The shared commitment to charging infrastructure is exemplified by Toyota, which joined the IONNA partnership in 2024. This collaboration strengthens Toyota’s presence in North Carolina, where its $13.9 billion battery plant in Liberty began operations in 2025. This facility, located southeast of Greensboro, produces batteries for fully electric, plug-in hybrid, and hybrid vehicles assembled within the U.S. When fully staffed, the plant is expected to employ about 5,100 people.
Thibaut de Barros Conti, vice president of business development at Toyota North America, reassured attendees that the slowdown does not alter the long-term outlook, stating, “There’s been, of course, a slowdown for some time, but there’s still a long-term trajectory for battery electric vehicles and all electrified vehicles.”
The necessity of industry unity was underscored by de Barros Conti, who mentioned that since charging is the top barrier for new EV buyers, the automakers realized that pooling resources would benefit both the customers and the overall market. He added, “We felt if we pooled together to help the entire industry, that would benefit the customer and, of course, benefit the overall market.”
Addressing economic concerns, de Barros Conti noted that while Toyota maintains a “multi-pathway” strategy—encompassing hybrids, plug-in hybrids, fully electric vehicles, and hydrogen fuel-cell vehicles—affordability remains a key issue. He stated that the industry recognizes the need to address pricing for the health of the sector, adding, “The industry is aware that affordability is something that has to be looked at again for the health of the industry, for customers’ wallets.”
In addition to charging amenities, IONNA locations, such as its first Rechargery in Apex, NC, have been designed to be comprehensive destinations. These sites feature covered charging, bathrooms, a 24-hour lounge, and local businesses, ensuring reliability alongside convenience and safety.
