Rove, a Santa Ana-based developer of full-service electric vehicle charging centers, opened its second site in Orange County on April 8 with more locations on the way in Southern California.
The new full-service charging center at 2666 Harbor Blvd. in Costa Mesa is just a mile from the beach and 2.5 miles from the San Diego (405) Freeway. It is said to be the largest EV charging site in the region.
“We were strategic in choosing Southern California as our first market,” Rove CEO Bill Reid told the Business Journal. “Not only is it our home base, but it’s also a market that has always led the charge in EV adoption.”
Rove is one of several companies in OC that are riding the EV wave, including Rivian Automotive Inc., EV battery developer Enevate and Waev, maker of utility vehicles, including Taylor-Dunn.
The Rove CEO sees more EV growth despite President Donald Trump’s preference for gasoline-powered cars.
“There are more EV owners in Southern California than any other market in the region and it continues to grow, regardless of the political headwinds,” according to Reid.
The first center was opened in Santa Ana in October 2024, and the next one will be in either Torrance or Corona.
With two locations now operational in Southern California and five other developments in progress, including Long Beach, Oceanside and Palm Desert, Rove continues its plan to serve EV drivers from Orange County to San Diego County by 2027.
Confident on Firm’s Future
“We are very confident in Rove’s future. The response to the first center in Santa Ana and now this second center have exceeded expectations and the feedback continues to be positive. We always try to learn from customer feedback, but we’re confident in the core business,” says Reid.
Rove’s revenue is predominantly generated from charging, while the company itself is privately funded through private equity.
The new site in Costa Mesa features 40 direct-current fast chargers in a well-lit area, an on-site ReCharge by Gelson’s micro market, a lounge, restrooms and security staff.
Recharge by Gelson’s
The 5,384-square-foot ReCharge features an expanded offering including fresh produce and hot food service items such as breakfast burritos and sandwiches, chicken wings and tenders, pizza, hot dogs, soups and other small bites as well as bread, beverages, snacks and pasta.
Additionally, Rove’s lounge offers free Wi-Fi and a comfortable space to work or relax while you wait for your car to charge. The original location at 1008 17th St. in Santa Ana averages more than 600 customers per day.
