Maxol Newbridge, Kildare, Ireland

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

Maxol opened its first Ultra-Rapid EV charging Hub in the Republic of Ireland in 2024 at Maxol Newbridge in Kildare for almost €1.3M as part of Maxol’s EV mobility transition.

Operating under the Maxol Recharge sub-brand, it’s located on the R445, Ireland’s longest regional road running parallel to the M7 motorway. Maxol Newbridge is 4.9 miles from Kildare town with easy access for drivers. With top-tier charging capacity and a full convenience offer including Maxol Deli, Burger King, an off-licence and ROSA Coffee, Maxol’s proprietary coffee brand, Maxol Newbridge is the blueprint for the further development of Maxol’s EV charging network.

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Site Overview

Maxol Newbridge is the perfect stop on the busy M7, suitable for a combination of light commercial and heavy-duty vehicles.

The Ultra Rapid EV Hub has six Ultra-Rapid 200kw chargers offering a 15-minute charge time and six vehicles can be charged at one time, powered using 100% renewable electricity, with a covered canopy. It attracts a broad customer mix, from locals to daily commuter passenger vehicles, and light commercial customers as Maxol fuel card is accepted at our Recharge payment terminal.

Maxol Newbridge was awarded the NACS European Convenience Retail Best of the Best Store Award in 2021. The EV amenities reflect this commitment to excellence with a comfortable seating area, WiFi, good toilet facilities, and an ATM.

Newbridge’s upgraded ROSA Coffee machines introduced an oat milk alternative. Every 6th hot beverage is free on the Loyalty app. Newbridge offers a range of food from baked goods, pre-packed sandwich meal deals, and hot food at Maxol Deli and proprietary brand The Rotisserie. It has a Burger King with a large seating area and drive-thru option.

Maxol Wash uses the latest brush technology and every 5th wash is free through our Loyalty app. Nayax machines and Easytrip tagging systems make payment frictionless. Non-food items include a range of Maxol’s own-brand engine oils, AdBlue, and car care products. AirVac facilities are all also on site.

EV Charging

The Maxol Ultra-Rapid EV Hub of six CCS 200kw chargers stands adjacent to the store but independently of the main forecourt in its own dedicated area.

The EV Hub is owned and operated by Maxol under the Recharge sub-brand with its unique turquoise colourway that is used across all customer touch points including: the Maxol Recharge Charging Station branded totem, which is clearly visible to all traffic on nearby roads; EV charge points parking bays; charge points; signage and all communication and marketing collateral.

Maxol Recharge at Newbridge was developed using learnings from the award-winning Maxol Kinnegar in Northern Ireland. It has replicated the state-of-the-art covered canopy – hugely important with Ireland’s inclement weather – and the area is brightly lit to support the feeling of safety for customers, particularly at night, enhancing the customer experience.

The Recharge EV Hub at Maxol Newbridge is powered by 100% renewable energy as part of Maxol’s strategy to provide greener solutions to motoring across Ireland.

Utilisation rate

In January 2025, the monthly usage has increased by over 50% versus average monthly usage in 2024, highlighting that awareness of the offering is continuing to grow.

Uptime

Our uptime is at 99.5%, ensuring we deliver a consistent service to our customers. Our technical supplier TSG receive alerts through a POS system if the charging goes down, so this can be fixed in real-time. Customers can also call a 24-7 hotline if they experience issues.

Maintenance

There is information on each charging unit to inform EV drivers about the 200 KW power it provides. The EV chargers are monitored on a 24/7 basis through TSG’s POS system. This ensures we are instantly alerted about any outages, so that a technician can rectify quickly.

Additional Mobility offers

State-of-the-art fuel facilities at Maxol Newbridge offer customers traditional diesel and unleaded petrol, as well as Maxol’s Premium Fuel which is available in diesel and unleaded.

Maxol Premium Fuel contains deposit control additives that reduce build up in your engine and improve power and acceleration. In line with our sustainability commitments, Maxol Premium Fuel is 100% carbon offset through our carbon off-setting programme with PDI. As part of this programme Maxol also plants trees in Ireland and funds local community projects.

There are 8 pump islands with 4 pumps on each, meaning we have 32 pumps in total at Newbridge.

Integrated Customer Journey

Maxol rolled out a marketing campaign to raise awareness of the hub.

As Newbridge supports a local town, as well as commuters, we employed a mix of broad reach media and geo-targeted social media. An important part of our awareness campaign was to partner with EV and motoring experts, ensuring we reached an engaged audience.

This included a media partnership with Nobby On Cars, to further raise awareness of the hub and provide ongoing education to its users. In addition to this, Maxol partnered with NEVO, which is Ireland’s only dedicated electric vehicle platform. This included video content to showcase the charging hub technology, as well as the instore offer.

Testimonial: “What you see here before your beautiful eyes is a six-bay charging hub at Maxol in Newbridge that is fully sheltered from the rain. Simply rock up here, tap, and go… You can get a couple of hundred kilometres in about 10-15 minutes, grab a quick coffee, and be on your way again. And the chargers will be monitored 24 hours a day so if you do encounter an issue, they can log in and remotely operate them. I am just delighted that in Ireland we can finally charge electric cars and not get our hair wet – And I don’t even have any hair to get wet! The pressure is on to other EV companies in Ireland: get yourself a roof if you want to charge an EV in the dry.” – Nobby On Cars, Irish EV Influencer

Maxol’s station finder on our website enables customers to search for EV charging across the network, making it easier for drivers to find the right location for them. Additionally, we are featured on apps such as Plug Share, which is a free EV driver’s app which is available on Android, iOS and the web. Our launch campaign spanned various platforms, such as POS, leafleting to houses and businesses in Newbridge, as well as PR.

From the design and construction, through to the site’s ongoing operations covering fuel, grocery, and convenience, Maxol has interwoven technologies at Newbridge that when brought together create a measurably different forecourt facility.

The EV Hub is delivering strongly against KPIs, with usage increasing month on month. In January 2025, the monthly usage has increased by over 50% versus average monthly usage in 2024, highlighting that awareness of the offering is continuing to grow.

Ease of Payment

Payment for using the EV hub is via a debit or credit card at the payment terminal. All major credit and debit cards are accepted at the terminal using Europay, Mastercard and Visa (EMV) technology, as well as Maxol Charge Cards for business users.

Customers can charge and shop while they wait 15 minutes, grabbing a ROSA Coffee, groceries, or a homemade sandwich from the Maxol Deli. Our pricing is structured by day parts. During peak day hours, the price is €0.75c per kWh for up to 30 minutes. After 30 minutes an overstay penalty applies, ensuring fair usage and to minimise wait times during peak hours.

From 5pm – 6am, the price per kWh reduces to €0.45c and from 11pm to 6am, no overstay fee applies. All pricing is displayed at the charging hub.

Company overview

Maxol is the island of Ireland’s leading family-owned forecourt and convenience retailer and has been in business for 105 years, with 252 sites nationwide in its network.

It’s widely regarded for how it has evolved to meet and help shape consumer demand. Maxol’s progressive approach has won international awards, and its environmental journey continues to evolve. Sustainability remains a priority for the business and providing alternative fuels and EV charging is central to this strategy.

The Maxol Recharge sub-brand launched in December 2022, with our first dedicated Ultra Rapid EV Hub in NI in the Maxol Kinnegar service station in Co Down. Another Hub was built at Maxol Braid River, in Northern Ireland, as well as a smaller infrastructure at other Maxol sites. Maxol Recharge is now available at 6 Maxol sites in total across the island of Ireland, with 3 dedicated hubs. These are situated at sites with local towns but that are also on commuter motorways, to ensure we’re attracting local and commuter footfall.

Maxol Newbridge is now the blueprint for the further development of Maxol’s EV charging network and will be utilised as we extend Maxol Recharge into additional ROI sites in 2025 and beyond.