How will EV drivers choose their public charging station once we get to "steady state" and public charging is more or less ubiquitous?
- Will people shop primarily on price, similar to what they do today with gas stations? At gas stations, the "experience" is pretty similar from one gas station to another, so that's kind of a wash when choosing a station. But while the price difference among gas stations is pretty small, it's still a big factor (see Costco stations.)
- With public EV charging, will price still be the dominant factor? Today, it often costs 2x as much to fill at a public station compared to home base. As EV drivers move into the Early Majority, this group will be much more cost sensitive than today's Early Adopters. (See speed-of-charge vs. charging situation below).
- I'm guessing that 'convenience' will become a more dominant factor in fueling an EV than with gasoline when people are around town, not on a road trip. People will want to find a spot they can spend 20-30 minutes (fast charger) in a nice, safe, environment if they want to minimize charging time. But the other typical scenario is with daily activities such as visiting the grocery store, shopping area, gym, trailheads (yay Colorado!), restaurants, etc. People will probably charge in these spots IF it's nearly as inexpensive as charging at home base.
- The other choice factor, as implied above, is 'speed of charge'. Speed is essential in a "must charge" situation, and price will likely be a secondary factor. But how much will people be willing to pay to charge faster? And how will people learn about the real speed of their charge? Today it's a total mystery for non-Tesla owners, or for Tesla owners not using Tesla chargers. When someone expects a 300kW charge (which they don't really know what that is anyway, so should translate into a standard charging speed such as miles added/minute) and only gets 50kW, that's a terrible experience.
Good market research about future charging experiences is very difficult to find. A recent AutoPacific survey (https://lnkd.in/g982_GD9 ) concludes that people want an EV charging experience similar to that of a gas station. Hmm...maybe that because it's all they've known? If EVs were the first vehicle to exist, I don't think they'd say their ideal fueling experience would be on busy street corners, out in the elements, that serves rolling hot dogs, expensive chips and cheap slushees.
Better research would involve in-depth experiential interviews, daily logs, probing questions during current charging sessions, and other methods used in #ethnography and #designthinking.
Please add your ideas on the future of the charging experience below.
#EVs #evcharging #tesla #ford #GM #sustainability #electrification #electricvehicles #utilities #electriccars #rivian
Consultant on Regulatory Matters
5moObservation: I think much of the market for the near term will be for EVs as a second vehicle in a two-vehicle household. Think about an efficient EV for commuting and an ICE vehicle for longer trips, towing boats, or whatever. Manufacturers need to seed the clouds with attractive lease deals and packages that include home charging facilities and upgrades. And they need utility rates that provide a cost-per-mile advantage over ICE. With the current EV crop there's a nice blend of style and amenities for consumers who are ready to make the leap. It's just a matter of getting drivers more familar with the nuts and bolts of the EV ecosystem. (I apologize for calling it an ecosystem but I can't think of a better word at the moment. Maybe I need an editor.)