Nouria Energy’s Leap into Convenient Fast Charging
A Beacon of Modern Convenience
Nouria Energy was founded in 1989 by Tony El-Nemr as a single convenience store in Auburn, Massachusetts. Today, it has grown into a vibrant brand with 160 locations and more on the horizon. According to Badih El-Nemr, Nouria’s Executive Vice President, “Nouria, in Arabic, means ‘illumination.’ It’s a good metaphor for us with EV charging, since our goal is to brighten our guests’ days with innovative energy options and modern conveniences.”
Launching EV Fast Charging
Badih recognized the necessity to adapt and evolve with the times. “We wanted to be ahead of the curve,” he said, mirroring the forward-thinking approach that Nouria embodies. The company sought to establish itself as a first mover in the burgeoning EV fast charging space. Says Badih, “When we were looking to get into this space, we kept thinking about diesel. 15-20 years ago, diesel pumps had just started to make their way into the industry. Most operators, including us, invested in a single pump at a location. But demand grew so quickly, we wished we’d done more. It’s the same with EV fast charging.” They pressed ahead with a plan to launch seven Direct Current Fast Charging (DCFC) stations at four locations in Massachusetts.
The EV Connect Partnership
Nouria selected EV Connect as its charging partner. The positive feedback from peers and the open network provided by EV Connect offered the flexibility Nouria needed. Badih appreciated the collaborative spirit of the partnership. “EV Connect working with us and one of our hardware vendors, ADS-TEC, to test and onboard our 320 kW stations onto their network was a real benefit that you can only get from an open network like EV Connect.”
Rapid Results
It’s still early days in Nouria’s EV charging journey but the trends are promising. After just one year of operation, Nouria has experienced several milestones, including:
Over 300% increase in charging revenue and session growth from Q1 2023 to Q1 2024.
Successful installation of 5 EV charging locations, with strategic placement in high-density EV regions.
Awarded a NEVI project in Bridgton ME, signaling a significant step in infrastructure expansion.
Pioneering the Charge Forward
Nouria’s journey in the EV charging market reflects a strong commitment to sustainability and innovation. Next up on Nouria’s roadmap: increasing fresh food options and amenities at its locations and integrating EV Charging into its own custom app. Says Badih, “By creating an environment where our guests can work, eat, and charge, Nouria isn’t just offering convenience; we’re crafting an experience that our guests can’t find anywhere else.”