Dealer-Provided Home Charging Stations and Restroom Access Highlighted in Escalent EVForward Research
In a recent study by EVForward®, titled the "2024 Charging Experience DeepDive," the focus was on the next generation of battery electric vehicle (BEV) buyers. The study revealed that free DC fast charging with a vehicle purchase could boost sales, as 72% of respondents said they would be more inclined to buy a BEV from a manufacturer that provides two years of free fast charging.
The study also found that reducing slow charging speeds, long waits for available chargers, and high costs could improve the public charging landscape and consumer satisfaction. To compete effectively with Tesla’s leading public charging network, charge point operators (CPOs) can adopt several key strategies.
Firstly, expanding fast charging infrastructure with high reliability and density is crucial. Tesla’s Supercharger network is notably dense and reliable, especially along major routes, with many stalls and advanced chargers (up to 250 kW V4 Superchargers) that allow rapid recharge. Competitors need to invest in deploying larger, more reliable stations, particularly on key corridors where Tesla dominates, to reduce wait times and improve convenience.
Secondly, adopting or supporting Tesla's North American Charging Standard (NACS) is beneficial. Since many automakers like GM, Ford, and Lucid are gaining access to Tesla’s Supercharger network via adapters or native compatibility, other charging networks benefit by also supporting NACS. This helps unify the charging ecosystem and attract more customers.
Thirdly, enhancing user experience through seamless payment and network access is essential. Tesla’s charging can be initiated conveniently via apps with saved payment info. Competitors should streamline their authentication and payment systems, integrate user-friendly apps, and offer transparent pricing to appeal to drivers accustomed to Tesla’s smooth experience.
Fourthly, increasing charger speeds and station scale while ensuring uptime is vital. Operators should upgrade equipment to the newest fast-charging standards and improve maintenance to minimize broken chargers and long waits, as customers increasingly expect rapid and reliable service.
Fifthly, leveraging network expansion and partnerships can broaden a CPO's customer base and improve infrastructure utilization. With Tesla opening its network to other brands and companies launching adapter solutions, other CPOs can form strategic partnerships with automakers and EV platforms.
Lastly, differentiating through service and additional amenities can improve the overall driver experience beyond raw charging speed. Operators can offer comfortable waiting areas, retail partnerships, and real-time charger status updates to attract and retain EV drivers.
In summary, competing with Tesla’s public charging network requires focused investments in faster, denser, highly reliable infrastructure combined with cross-brand compatibility, superior user experience, and strategic partnerships to attract and retain EV drivers in a growing and increasingly unified charging ecosystem.
The study also suggests that by providing home charging equipment to BEV buyers, automakers have the opportunity to improve brand appeal and consideration among consumers. Seventy-one percent of potential BEV buyers indicated they would be more likely to choose a BEV from a brand that provides a turnkey home charging setup. Public charging remains a challenge for BEV adoption, according to the study. Two-thirds of new-car shoppers, and an even higher percentage of EV Intenders, expressed a preference for automakers to select and install their home charging equipment.
Current BEV owners have expressed frustration with the public charging landscape, and home charging is the primary way BEV owners power their vehicles. More than 70% of drivers would choose a non-Tesla charging network over Tesla Supercharger if chargers were placed along major travel corridors and reservations were allowed. Some manufacturers have begun offering concierge-style home charger installation services, and this approach can significantly influence purchase decisions.
The report examines perceptions of the BEV charging experience and its impact on purchasing decisions. By contrast, only 36% of buyers said they were comfortable handling the home charging process independently. The Tesla Supercharger network is the most trusted charging brand among consumers. K.C. Boyce, vice president in Escalent's Automotive & Mobility and Energy practice, stated that BEV owners' negative emotions about charging experiences become associated with the charge point operator.
- The study indicates that providing home charging equipment to battery electric vehicle (BEV) buyers could enhance the brand appeal and influence purchase decisions, as 71% of potential BEV buyers expressed a preference for a brand that offers a turnkey home charging setup.
- To gain an edge over Tesla's charging network, focusing on enhancing the public charging landscape by reducing slow charging speeds, long waits, and high costs, as well as offering convenient user experiences like seamless payment systems and transparency in pricing, could attract and retain BEV drivers.
