As electric vehicle range expands and public charging infrast
These insights come from the 2024 Charging Experience DeepDive by EVForward®, the largest and most comprehensive study focused on the next generation of BEV buyers. The report examines perceptions of the BEV charging experience and its impact on purchasing decisions—both when choosing a vehicle and when selecting where to charge.
One of the study’s clearest takeaways is the critical role of home charging, which remains the primary way BEV owners power their vehicles. Yet, many prospective buyers expect automakers to play a greater role in simplifying the home charging process. Two-thirds of new-car shoppers, and an even higher percentage of EV owners and so-called EV Intenders—consumers who are 15 times more likely than average to purchase a BEV—expressed a preference for automakers to select and install their home charging equipment. By contrast, only 36% of buyers said they were comfortable handling the process independently.
Some manufacturers have already begun offering concierge-style home charger installation services, and the study suggests this approach can significantly influence purchase decisions. Seventy-one percent of potential buyers indicated they would be more likely to choose a BEV from a brand that provides a turnkey home charging setup.
“By providing home charging equipment to BEV buyers, OEMs have the opportunity to not only get in front of the home charging barrier to adoption but also improve brand appeal and consideration among consumers,” said Nikki Stern, senior insights manager in the Automotive & Mobility industry at Escalent, the firm behind the study. “While this likely won’t be the sole deciding factor in buyers’ BEV purchase decisions, it could encourage shoppers to purchase from one brand over another.”
Public Charging Poses Challenges for Adoption
The research also underscores how public charging remains a weak spot in the BEV ownership experience. While the inclusion of free DC fast charging with a vehicle purchase could boost sales—72% of respondents said they would be more inclined to buy a BEV from a manufacturer that provides two years of free fast charging—current BEV owners have expressed frustration with the public charging landscape.
Among the biggest complaints: slow charging speeds (86%), long waits for available chargers (84%), and high costs (81%). However, Tesla owners reported these issues significantly less frequently than non-Tesla owners, a factor that has cemented the Tesla Supercharger network as the most trusted charging brand among consumers.
“BEV owners are likely to become dissatisfied and frustrated when they don’t have the experience they expect at public chargers,” said K.C. Boyce, vice president in Escalent’s Automotive & Mobility and Energy practice. “These negative emotions become associated with the charge point operator because users think that the charging equipment is most to blame, highlighting a big brand risk for charge point operators.”
How Other Charging Networks Can Compete with Tesla
Tesla’s dominance in public charging gives the automaker an edge in consumer consideration, but the study identifies key strategies for charge point operators looking to compete. One major area is reducing “Time Anxiety™”—the worry about how long it will take to charge. Placing chargers along major travel corridors and allowing drivers to reserve a charger in advance could persuade 71% of drivers to choose a non-Tesla network over a Supercharger in a head-to-head comparison.
Another approach: recreating the gas station experience. The study found that adding amenities such as restrooms (73%), security cameras (64%), food options (57%), and free Wi-Fi (57%) could entice 64% of drivers to choose a given network over Tesla.
“Ultimately, the financial viability of charge point operators is dependent on customer utilization,” Boyce said. “Charge point operators that focus on the things that matter most to consumers—speed, competitive pricing and supplemental amenities—will position themselves to better compete with their more positively regarded competitors, encouraging brand loyalty among BEV owners.”
As the EV market matures, the study suggests that making charging—both at home and in public—more convenient and reliable could prove to be a competitive advantage. Whether automakers and charging providers seize this opportunity, however, remains to be seen.