4 Ways to Improve the Public Charging Experience

For TEN consecutive months, "Lack of Charging Station Availability" has been the #1 reason new vehicle owners cite for not selecting an EV. 

With this much of the EV transition riding on a positive charging experience, what can OEMs and charge point operators (CPOs) do?

Two Ways OEMs can Improve the Public Charging Experience

#1 DON'T STOP SUBSIDIZING CHARGING JUST YET

Free rides go a long way in making up for a frustrating experience. In 2023, satisfaction with free Level 2 charging was within 12 points of the DC Fast Charging segment average, but satisfaction with paid Level 2 charging was abysmal.

With the opening of Tesla’s Supercharger network to non-Tesla vehicles the competitive landscape of fast charging is changing. We’ll soon see if the DC Fast Charging experience is heading in a direction that will allow automakers to begin pulling back on these charging incentives.

#2 INVEST IN YOUR MOBILE APP

At the non-Tesla charging stations, both Overall Charging Satisfaction and Ease of Payment were notably higher when payment was made through an OEM mobile app instead of a CPO app. Investing in easy payment through the vehicle app is a critical way to boost the overall experience. 

Two Ways CPOs can Improve the Public Charging Experience

#1 UNDERSTAND THE DIFFERENT MOTIVATIONS FOR L2 VS. DCFC CUSTOMERS

In 2023, Level 2 users chose their charging station primarily based on location convenience or free/low cost charging. Location convenience was also a key reason for using DC Fast Chargers, but these types of chargers were largely utilized by EV owners on road trips.

Prioritize investments in new charging station locations based on your ability to meet these customer needs.

#2 INVEST IN AUTOMATIC PAYMENT SYSTEM CAPABILITIES 

Drivers who pay with the automatic payment system or OEM mobile app are more satisfied with the experience than customers who pay using a CPO app or other payment methods. Invest in seamless connectivity with the automatic payment systems over your own apps.

These insights are courtesy of the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Public Charging Study. The 2024 version will be accessible to subscribing clients on Tuesday,  August 13th.