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SIMON
Simon-KucherEVChargingConsumerStudy2024KUCHER
unlockingbettergrowth
SIMONKUCHER
Agenda
Aboutthestudy
01
02
03
04
05
06
07
08
ChargingusecasesFindinglocations
Pricing/offer
PaymentmethodsLoyaltyprogramsPartnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy20242
iStock/miniseries
Simon-Kucher|GlobalEVChargingStudy20243
Demographics:Surveyed2,120EVownersandpotentialbuyersintheUSandEuropeacrosscarbrandsandannualusagelevels
SIMONKUCHER
Topbrandsdrivenbyrespondents
Respondents(%)
Tesla Audi BMWToyotaVW
KiaRenaultVolvo
4%
10%
10%7%
7%5%
20%
4%
EVownervs.EVconsiderersplit
Respondents(%)
50%50%
Owner
Considerer
Respondents(%)
<5kkm
5kkm-10kkm10kkm-15kkm15kkm-20kkm20kkm-25kkm25kkm-30kkm30kkm-35kkm35kkm-40kkm>40kkm
17%15%
7%
8%6%
3%4%
22%
16%
Typeofvehicledriven
Respondents(%)
FullyElectric
22%
PetrolDieselHybrid
50%
19%
9%
Avg.kilometersdriven-Annual
Countrysplits
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2,120);USA(N=312),Germany(N=300),UK(N=306),France(N=300),Sweden(N=301),Denmark(N=300),TheNetherlands(N=301)
SIMONKUCHER
Agenda
01
Aboutthestudy
Chargingusecases
02
03
04
05
06
07
08
FindinglocationsPricing/offer
PaymentmethodsLoyaltyprogramsPartnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy20244
iStock/ainlfi-si
Chargingusecases
ChargingLocations:EVownersusehomechargingstationsfor50%oftheirneedswhilenextgenerationofowners,EVconsiderers,likelyliveinareaswithoutaccesstohomecharging
SIMONKUCHER
ShareofannualEVchargingdoneatvariouslocations-bycountry
EVconsiderers
(planned%oftotalchargingactivity)
EVowners
Country
(actual%oftotalchargingactivity)
UnitedStates
48%12%8%8%5%8%12%46%12%9%9%9%7%8%
UnitedKingdom
52%14%5%11%6%6%6%48%17%7%7%9%6%6%
Germany
46%18%9%7%7%6%8%43%16%12%7%9%7%7%
France
46%20%10%10%4%5%6%44%19%10%7%8%6%8%
Sweden
57%16%10%5%4%4%4%46%24%9%6%6%5%4%
Denmark
53%14%6%5%5%8%9%49%17%5%7%8%6%7%
Netherlands
48%25%9%4%5%5%4%45%20%10%8%7%5%6%
Average
50%17%8%7%5%6%7%46%18%9%7%8%6%7%
Athome
Workplace
Publicattheroadside
Publicfastchargingstationsinurbanareas
Customerparkinglots(e.g.,supermarkets,DIYstores,shoppingcenters)Petrolstations
Publicfastchargingstationsonthehighway
Simon-Kucher|GlobalEVChargingStudy20245
EVconsiderersplantoutilizeothercharginglocationsbesideshomecharging,likeattheworkplaceandpublicchargingstations,moreheavilythancurrentEVownerslikelyduetotheirlackofsingle-familyhomeownership
HomechargingcontinuestogrowfornextgenerationofEVowners,butadditionalcharginglocationsaregrowingatafasterrateSource:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q3]Approximatelywhichshareofyourannualchargingvolumedoyouplantochargewhereinthefuture?
Chargingusecases
ChargingAvailability:NextgenerationofEVownersoverestimatethechallengeswithpublicchargingavailabilitybyanaverageof11%comparedtocurrentEVowners
SIMONKUCHER
PerceptionofEVchargingavailability-bycountry
EVownersEVconsiderersEVconsidererswithhigher
Country(%ofrespondentswhoperceivetherearetoofew(%ofrespondentswhoperceivetherearetoofewshareofconcern
chargingoptionswhichlimitstheirdriving)chargingoptionswhichlimitstheirdriving)(inpp)
UnitedStates
22%
33%
+11%
UnitedKingdom
25%
43%
+18%
Germany
30%
44%
+14%
France
21%
29%
+8%
Sweden
23%
35%
+12%
Denmark
19%
24%
+5%
Netherlands
12%
23%
+11%
Avg.+11%
Simon-Kucher|GlobalEVChargingStudy20246
Germanyistheonlycountrywheremorethan25%ofEVownersindicatethereisasignificantshortageofpublicchargingavailability.Nearly50%ofGermanEVconsiderersperceivethisasanissue,whileonly12%ofEVownersintheNetherlandsbelievetherearetoofewchargingoptions
Inallcountriessurveyed,alargerpercentageofEVconsiderersperceivethepublicchargingnetworktobelimitingcomparedtoEVowners,ledbytheUKwherethegapis18percentagepoints,signalingaknowledgegaporbehaviordiscrepancy
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q3a]Whatexperienceshaveyouhadwithyourelectriccar?[EVDRIVER];Whatexperiencesdoyouexpecttohavewithyourelectriccar?[EVconsiderer]
Simon-Kucher|GlobalEVChargingStudy2024
Chargingusecases
SIMONKUCHER
ChargingTypes:EVconsiderersunderestimateneedforHPC,representing16%oftheirtotalchargingactivity,comparedtoEVownerswhoutilizeHPCforover20%oftheirneeds
Distributionoftypeofpublicchargingstationuse-bycountry
EVconsiderers
(planned%oftotalchargingactivity)
EVowners
Country
(actual%oftotalchargingactivity)
UnitedStates
24%48%6%22%13%50%18%19%
UnitedKingdom
19%51%6%23%17%45%15%23%
Germany
18%51%10%21%15%55%16%14%
France
15%54%20%11%11%64%16%9%
Sweden
21%47%13%19%21%41%20%18%
Denmark
31%40%11%17%18%47%7%28%
Netherlands
14%56%15%16%15%47%13%25%
Average
20%49%12%18%16%50%15%19%
AC("slowcharging";<50kW)Whateverisavailable
HPC("ultrafastcharging";>120kW)DC("fastcharging";50-120kW)
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q4]Whattypeofchargingstationdoyouplantousemostforpubliccharginginthefuture?
SIMONKUCHER
Agenda
01
02
Aboutthestudy
Chargingusecases
03
Findinglocations
04
05
06
07
08
Pricing/offer
PaymentmethodsLoyaltyprogramsPartnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy20248
iStock/inli-sigi
FindingLocations
LocatingChargers:38%ofEVconsiderersexhibitgrowingpreferenceforuseofvehiclenavigationsystemstolocatechargingstationsonlong-distancetrips
SIMONKUCHER
Methodoflocatingchargingstationsonlong-distancetrips(>300km)
GoogleorAppleMaps
Knowledgeofchargingstationfrompreviouscharges
Chargingappfromamobilityserviceprovider(e.g.,Chargemap,EnBWmobility+)Navigationsystemofyourvehicle
EVowners
(%ranked"primaryoption")
EVconsiderers
(%ranked"primaryoption")
OverallUsage
41%34%18%8%
38%38%20%4%
Methodoflocatingchargingstationsinthecity
EVconsiderers
(%ranked"primaryoption")
EVowners
(%ranked"primaryoption")
OverallUsage
33%31%22%14%
34%31%24%10%
20%moreEVownersutilizeGoogleorAppleMapstolocatechargingstationsonshorttripscomparedtolong-distancetripsandiscommonlythesecondaryoption
TheNetherlandsandDenmarkweretheonlycountriestoreportvehiclenavigationsystemsastheprimarymethodoflocatingchargingstationsforEVowners.However,itisanincreasinglypopularmethodgiventhepreferenceexhibitedbyEVconsiderers
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q5]Howdoyouplantofindchargingstationsonlong-distancetrips(>300km)inthefuture?
Simon-Kucher|GlobalEVChargingStudy20249
SIMONKUCHER
Agenda
01
02
03
Aboutthestudy
ChargingusecasesFindinglocations
04
Pricing/offer
05
06
07
08
PaymentmethodsLoyaltyprogramsPartnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy202410
iStock/ininli-ipgilihles
Pricing/Offer
PriceLevels:Significantdifferencesinwillingness-to-payacrossmarketswithover3xhighermedianWTPforpremiummarketsversusvaluemarkets
SIMONKUCHER
Willingness-to-payforACchargingWillingness-to-payforDCchargingWillingness-to-payforHPCcharging
%ofrespondentsinterested
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
€0.20
€0.30
€0.40
€0.50
€0.60
€0.70
€0.80
€0.90
€1.00
€1.10
€1.20
€1.30
€1.40
€1.50
€1.60
€1.70
€1.80
€1.90
€2.00
€0.20
€0.30
€0.40
€0.50
€0.60
€0.70
€0.80
€0.90
€1.00
€1.10
€1.20
€1.30
€1.40
€1.50
€1.60
€1.70
€1.80
€1.90
€2.00
€0.20
€0.30
€0.40
€0.50
€0.60
€0.70
€0.80
€0.90
€1.00
€1.10
€1.20
€1.30
€1.40
€1.50
€1.60
€1.70
€1.80
€1.90
€2.00
100%
Willingness-to-payis
3xinUKcomparedtoSweden
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
100%
90%
40%
70%
30%
60%
80%
50%
20%
10%
0%
Simon-Kucher|GlobalEVChargingStudy202411
Regionaldifferentiationinwillingness-to-payindicatesthatprovidersandoperatorswillneedtoimplementregion-specificpricinginordertofullycapturevalueandensurecompetitivepositioningineachmarket
QuestionI:AtwhatpriceperkWhwouldyouratechargingatanAC/DC/HPCastoocheap,sothatyouwoulddoubtthequalityoftheofferandnotchargeatthestation?
Source:Simon-KucherGlobalEVChargingStudy2024(N=2.120)
EVowners
EVconsiderers
Pricing/Offer
OfferStructure:NextgenerationofEVdriversdisplaygrowingpreferenceforasubscriptionmodelevidencedby74%ofEVconsiderersoptingfora"minisubscription"model
SIMONKUCHER
OfferingpreferenceforHPCcharging("ultrafastcharging")–byconsumertype
Offer1
Offer2
Offer3
Offer4
Offer5
Monthlyfee
€0.00
€4.99
€9.99
€19.99
€79.00
PriceperkWh
€0.69
€0.49
€0.39
€0.29
€0.00
ImpliedDiscount1
0%
27%
39%
48%
61%
33%
30%
24%
22%21%
16%
14%
12%
10%
17%
EVownersinGermanyandDenmarkexpresshigherlevelsofpreferenceforfullsubscriptionmodelwith19%and23%ofrespondentschoosingthisoption,respectively,whichisnearlydoublethesegmentaverage
EVconsiderersinSwedenandtheNetherlandsstronglypreferthemiddle-blendedoffer,Offer3,withover40%selectingthisofferstructure
CPOsneedtoofferamulti-tierofferportfoliotoaddressallcustomersegments
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q8]WhichofthesefiveoffersdoyoupreferforHPCcharging("ultrafastcharging,>120kW)?;1)Assumed14,000kmdrivenannuallywith25kWhofchargingper100kmdriven
Simon-Kucher|GlobalEVChargingStudy202412
Pricing/Offer
WTPFactors:62%ofEVownersindicatethatchargingpower/speedismostimportantfactorjustifyingahigherpriceforpublicchargingwhilenextgenalsostronglyconsiderseasyaccess
SIMONKUCHER
Top3factorsthatjustifyahigherpriceforpublicchargingonlong-distancetrips–bycountry
UnitedStatesUnitedKingdomGermanyFranceSwedenDenmarkNetherlands
Highchargingpower/speed-Owner[62%]
Highchargingpower/speed-Considerer[54%]
Easyaccesstothechargingstation-Owner[46%]
Easyaccesstothechargingstation-Considerer[46%]Availabilityofmultiplechargingpoints-Owner[40%]
Availabilityofmultiplechargingpoints-Considerer[39%]
80%
60%
40%
20%
Top3factorsthatjustifyahigherpriceforpubliccharginginthecity–bycountry
UnitedStatesUnitedKingdomGermanyFranceSwedenDenmarkNetherlands
Highchargingpower/speed-Owner[53%]
Highchargingpower/speed-Considerer[48%]
Easyaccesstothechargingstation-Owner[46%]
Easyaccesstothechargingstation-Considerer[44%]Availabilityofmultiplechargingpoints-Owner[41%]
Availabilityofmultiplechargingpoints-Considerer[38%]
80%
60%
40%
20%
Simon-Kucher|GlobalEVChargingStudy202413
NextgenerationofEVownersbelieveeasyaccesstochargingstationsisnearlyasimportantaschargingspeedwhenfactoringinthecostofchoosingachargingstationoncitytrips
EVconsiderersfromFranceandSwedenbelieveeasyaccessisthemostimportantfactortojustifyahigherchargingpriceoncitytripsand50%oftheserespondentsindicateeasyaccessisatoppricefactoronlong-distancetrips
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q9]Inyouropinion,whichofthefollowingfactorsjustifyahigherpriceforcharginginpubliconlong-distancetrips(>300km)?
SIMONKUCHER
Agenda
01
02
03
04
Aboutthestudy
ChargingusecasesFindinglocations
Pricing/offer
05
Paymentmethods
06
07
08
LoyaltyprogramsPartnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy202414
iStock/Aininli-IipgilihlPINNGAM
PaymentMethods
PaymentPreference:EVconsiderersunderestimateuseofPlug&Chargeasachargingpaymentmethodwitha14%highershareofinterestfromownersthanconsiderers
SIMONKUCHER
Preferenceforpaymentmethodsatpublicchargingstations
EVownersEVconsiderers
PhoneNFC(ApplePay/GooglePay)
26%32%23%12%7%
24%34%24%14%5%
Chargingappfroma
mobilityservice
provider
19%33%23%17%7%
16%33%25%19%7%
Plug&Charge
16%34%
50%ofEVownersconsiderPlug&Chargean
25%18%7%
29%20%7%
14%29%
43%ofEVconsiderersconsiderPlug&Chargean
CreditcardNFC
interestingmethod-14%highersharethanEVconsiderers
19%27%31%16%7%
interestingmethod
15%31%30%17%7%
RFIDcard
12%26%39%14%9%
13%26%39%13%9%
VeryinterestingInterestingNeutralSomewhatinterestingNotinteresting
Plug&ChargehasalowerpreferenceamongEVconsiderers,butownersexhibitastrongerpreferenceforthisemergingtechcomparedtotraditionalcardpaymentmethods.ItisthemostpreferredpaymentmethodinDenmarkandisalsohighlypreferredinGermanyandSweden
Digitalpaymentoptionsarethemostpreferredandindicateavailabilityofthismethodatchargingstationsisessentialwhiletraditionalcardtechnologies,namelyRFIDcard,haslowpreferenceamongconsumers
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2,120);[Q11]Howdoyouratethefollowingpaymentmethodsatpublicchargingstations?
Simon-Kucher|GlobalEVChargingStudy202415
SIMONKUCHER
Agenda
01
02
03
04
05
Aboutthestudy
ChargingusecasesFindinglocations
Pricing/offer
Paymentmethods
06
Loyaltyprograms
07
08
Partnerships
Energyutilities
Source:Simon-Kucher
Simon-Kucher|GlobalEVChargingStudy202416
iStock/AiinlleiI-igilihlPimINeNnaM
LoyaltyPrograms
LoyaltyPrograms:Morethanhalfofrespondentsareopentoloyaltyprogramsforpublicchargingbutarerelativelyindifferenttowhichproviderbuildstheprogram
SIMONKUCHER
PreferenceforloyaltyprogramsforpublicEVcharging
EVownersEVconsiderers
56%ofEVownerspreferaloyaltyprogramwithproviderslikeMiles&More
Cooperationwithotherrewardprograms(e.g.,Miles&More,Payback)
20%36%
26%11%6%19%34%27%15%5%
Paymentservice
providers(e.g.,VISA,
Mastercard)
22%33%27%13%5%19%34%28%14%4%
Cooperationwithlocation
partners(e.g.,
supermarkets,DIYstores)
18%34%27%16%5%19%34%27%15%4%
Operatorofthecharging
station(e.g.,E.ON,
Vattenfall,EnBW)
18%34%27%15%6%16%34%29%16%5%
Mobilityserviceprovider
(e.g.,Chargemap,EnBW
mobility+)
18%33%
29%14%6%18%33%28%17%4%
Veryattractive
Somewhatattractive
Notveryattractive
Attractive
Neutral
51%ofEVownerspreferaloyaltyprogramwithMobilityserviceproviders
SomeregionaldifferentiationisobservedwithbothsegmentsofrespondentsfromtheUS,Denmark,andtheNetherlandsstronglypreferringaloyaltyprogramfrompaymentserviceproviderswhileEVownersfromUK,Germany,andFrancepreferaprogramfromotherrewardprogramslikeMiles&More
EVownersfromSwedenweretheonlysegmentofrespondentstoratealoyaltyprogramfromtheoperatorofthechargingstationasthemostpreferredprogram
Source:Simon-Kucher;GlobalEVChargingStudy2024(N=2.120);[Q12]HowattractivedoyouratethefollowingloyaltyprogramsforpublicEVcharging?
Simon-Kucher|GlobalEVChargingStudy202417
LoyaltyPrograms
LoyaltyRewards:Moresophisticatedloyaltyrewards,otherthanchargingdiscounts,willplayabiggerrolefornextgenEVowners-42%ofEVconsidererspreferpartnerbonuspoints
SIMONKUCHER
PreferenceforloyaltyrewardsforpublicEVcharging–bycountry
EVOwners
EVConsiderers
Country
Discountsonfuturecharges
Bonuspointsthatcanberedeemedfornon-cash
rewards
Bonuspointsforthepartner'sloyalty
program(e.g.,milesforMiles&More
account)
Discountsfromthelocationpartner
(e.g.,discountonsupermarket
purchases)
Discountsonfuturecharges
Bonuspointsthatcanberedeemedfornon-cash
rewards
Bonuspointsforthepartner'sloyalty
program(e.g.,milesforMiles&More
account)
Discountsfromthelocationpartner
(e.g.,discountonsupermarket
purchases)
UnitedStates
61%
37%39%
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