bp pulse Cromwell Road, London, United Kingdom

Entry profile – ‘Best EV Hub in the World’ 2025 – Urban

bp has transformed its existing Cromwell Road forecourt into an EV charging and convenience hub, bringing its bp pulse EV charging brand together with its bp convenience offer in the UK. This marks a significant milestone in how bp is evolving its offer to meet the needs of EV drivers in the UK and beyond.

This new site is not just about providing fast, reliable charging but also delivering an outstanding retail experience, in a strategic transit location connecting central London with Heathrow and the west of England.

The strategic location serves both urban drivers and long-distance travellers with five ultra-fast 300kW chargers, capable of charging 10 cars simultaneously.

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Site Overview

The central London location of Cromwell Road is ideally positioned to serve a variety of EV drivers and customers, from commuters heading into the city, fleet vehicles and ride hailers, to local residents and long-distance travellers.
Fuel has been removed from the site and five ultra-fast bp pulse 300kW chargers installed, each capable of charging two cars simultaneously, with canopies over the chargers.

The site features an upgraded convenience offer, designed specifically with EV drivers’ needs in mind, including M&S Food and a new freshly made to order menu from bp’s proprietary wildbean cafe. The food-for-now offer includes barista made coffee and a variety of freshly made food, using high quality ingredients, including sandwiches, salads, burgers, breakfast baps and wraps.

While their vehicles are charging, customers can take advantage of several amenities including free Wi-Fi available throughout the site, upgraded restrooms, a water refill station, digital parcel lockers, air pumps, vacuums, screen wash facilities, and a car mat cleaner.

The instore and exterior design, with its contemporary new look, enhances the customer experience by optimising the layout with an open and inviting environment and product offerings.

EV Charging

The Cromwell Road hub features five ultra-fast chargers, capable of charging 10 cars simultaneously. These bp-owned and operated chargers can each deliver up to 300 kW of power, depending on the vehicle battery. The charging infrastructure operates under the bp pulse brand in the UK.

The site’s grid connection supports simultaneous high-power charging across all bays. The charging area features protective canopies, shielding users from bad weather while charging. To make charging easy and inclusive to all, the site also has an accessible charging bay, facilities and charging assistance for those that need it.

Each charging bay benefits from enhanced lighting for 24/7 operation and clear bay markings for easy navigation. The layout ensures comfortable spacing between vehicles, with each position designed to accommodate various vehicle sizes, from compact cars to larger electric vans. Digital displays at each charger provide real-time charging information and guidance, while the site’s smart systems monitor charging sessions and manage power distribution efficiently across all units.

The cafe and the store is open from 06:00 to 22:00.

bp knows that the overall charging experience is important and has ensured that the hub provides a comfortable and convenient place for drivers to charge and unwind around the clock.

Utilisation rate

The Cromwell Road EV charging hub opened just before Christmas 2024 and it is already one of bp pulse’s top five performing UK sites. Its occupancy (time utilisation) increases week on week with a current average of 31% – meaning a third of the time the chargers are utilised.

Uptime

The site prioritises reliability through comprehensive monitoring systems and maintenance schedules and has been performing well. We have highly skilled inhouse engineers on hand 24hrs a day, 365 days a week to fix and maintain chargers.

Maintenance

bp understands how important it is for drivers to get back out on the road in a timely fashion, whether they are commuting to work, travelling for leisure or just charging locally to ensure they are ready for their next journey. The Cromwell Road hub employs sophisticated monitoring systems that provide real-time status updates for all charging points. Any technical issues automatically identified and addressed through remote diagnostics.

If there is a problem, a ticket is automatically raised and is sent to a nearby field service engineer who will visit the site. The maintenance team follows comprehensive preventative maintenance schedules, ensuring optimal performance and reliability. Regular software updates and system checks are performed during off-peak hours to minimise any impact on customer experience.

The added advantage with Cromwell Road is that the site is manned and all bp staff are trained to help customers with their EV charging if required. They also perform daily checks on the chargers and work closely with their regional engineer to fix any issues.

Additional Mobility offers

This hub represents a step into the future of mobility, with the decision made to focus exclusively on charging and enhancing the EV driver customer experience. Fuel has been removed from the site and five ultra-fast bp pulse 300kW chargers have been installed, each capable of charging two cars simultaneously, with canopies over the chargers. The hub offers ample space, with capacity to charge up to 10 cars at any one time.

The launch of the Cromwell Road EV charging and convenience hub is a significant milestone in how bp is evolving to meet the needs of a new generation of EV drivers in the UK and beyond.

Integrated Customer Journey

Digital integration starts before customers arrive, with real-time charger availability through the bp pulse app and other platforms. On-site digital displays provide live charging status updates and showcase available amenities, while integrated payment systems enable effortless transactions directly from mobile devices at the charging bays.

bp has reimagined the traditional forecourt experience by creating a destination hub where charging time becomes quality time and drivers can make best use of each trip to the site – whether that be eating, shopping or collecting a parcel.

The upgraded convenience offering includes bp’s new wildbean café menu with freshly made-to-order food, M&S Food products, and barista-crafted beverages. The contemporary store layout creates an open, inviting environment optimised for customers seeking food-for-now options while their vehicles charge.

To enhance accessibility and convenience, bp have implemented comprehensive amenities including accessible charging assistance, site-wide WiFi, digital parcel lockers, and essential vehicle services like vacuum stations and screen wash facilities. This holistic approach ensures that whether customers are commuting, traveling long-distance, or simply seeking a convenient charging location, they enjoy a premium experience that anticipates and meets their needs.

Ease of Payment

Cromwell Road offers comprehensive and flexible payment options to ensure convenient charging access for all drivers. Payment options include credit and debit cards, via the bp pulse app, and dedicated charging cards or RFID.

bp understands that pricing transparency is really important for customers, with clear per-kWh rates displayed on the bp pulse app or website. Customers receive real-time updates on their charging progress, charge curve and energy consumed.

The integration of various payment methods with the site’s digital systems ensures a seamless and enjoyable experience across all touchpoints.

Company overview

bp pulse’s existing network now includes almost 3,500 rapid and ultra-fast charge points, including at over 225 bp retail sites.

This site, bp’s first all-electric charging hub in the UK, at bp Cromwell Road is part of the company’s broader strategy to evolve its mobility and convenience network across the UK, meeting customers’ needs wherever they are on the energy transition. As well as optimising existing sites, by adding bp pulse EV charging to its premium fuel and retail offer, bp will also develop new EV charging hubs with enhanced convenience offers that match customer needs.

The site forms part of bp pulse’s broader strategy to expand its charging network, building on more than a decade of experience in developing innovative charging solutions. The company’s focus on fast and reliable charging, combined with choosing strategic locations, continues to support both consumer and commercial EV drivers in core markets.