Performance wins over price: Smart charging tariffs retain customers and increase sales
Performance wins over price: Smart charging tariffs retain customers and increase sales
A recent study on electric car charging tariffs shows: EV drivers are highly disloyal – over 80% regularly think about changing providers. At the same time, decision-making behaviour is changing: While pioneers still pay close attention to price, the group of early adopters is increasingly looking for tariffs with real added value.
Stuttgart, 03/06/2025
Charging tariffs for public charging are heavily criticised in the public debate. Too expensive, too complicated and lacking transparency. But how do electric car drivers really rate the current charging tariffs? With the EV Charging Tariff & Pricing Study, USCALE has for the first time evaluated charging tariffs for travelling from the user’s perspective. The results show: Users are comparatively relaxed – but would like to see specific improvements.
- High willingness to change – low customer loyalty as a warning signal
EV drivers use around three charging services on average. Given the low barriers to switching, EV drivers can and do switch quickly: over 80% of users regularly or occasionally think about switching providers. This figure is alarming and shows that those who want to retain their customers must offer more than just electricity. - Price is not everything – (currently) trend towards performance
While charging prices play a major role for the pioneers of electromobility, those who have only been driving electrically for a year or two pay less attention to the price. Early adopters expect performance. This paves the way for tariffs with added value – e.g. variable tariffs, bonus programmes, combined offers. - Subscription plans with base fees as a polariser – but also a sales driver
A third of EV drivers categorically reject tariffs with basic charges. At the same time, there is a strong base who greatly appreciate basic fee tariffs. CPOs can achieve both predictable income and customer loyalty with sensibly designed basic fees. - Bonus programmes for customer loyalty
The same applies to bonus programmes. They have so far been underestimated as a customer loyalty tool. Two thirds of EV drivers are generally open to bonus programmes from public charging providers. Bonus schemes are also easy to implement via charging apps and charging cards. - Cross-selling of domestic electricity – an underestimated channel
Public Charging electricity influences domestic electricity and vice versa. EV drivers are very open to alternative tariff models and structures. Two thirds of those surveyed consider a combination of domestic and pubic charging electricity to be sensible or they already subscribe to both from the same provider. This makes combined tariffs an underestimated lever for long-term customer loyalty.
Charging tariffs and their design are developing rapidly. However, as tariff models are not only studied by current electric car drivers, but are also of interest to drivers of combustion engines who are ready to make the switch, they have a strong signalling effect. Providers must therefore be both courageous and cautious. CPOs that invest in user-centred tariff models now will not only secure market share – they will also create trust and differentiation in the dynamically growing EV market.
A total of 1,722 EV drivers in Germany who charge publicly were surveyed for the study in April 2025. The sample included around 650 pioneers and around 1,050 early adopters with a wide range of driving habits. The study is the first of the USCALE Charging Study Quartet, which examines public charging behaviour among EV drivers.
Quote from Dr Axel Sprenger
“The ramp-up of eMobility remains slow. This is dampening utilisation of the charging infrastructure and putting providers under pressure. Utilisation and customer loyalty are becoming the key levers. Providers must therefore offer tariffs with real added value that take into account the wishes of the increasingly diverse EV driverss.”
The press handout with graphics can be found HERE.
You can find an study overview and the full content list of the Charging Tariff & Pricing Study HERE.
You can find a picture of Axel Sprenger HERE.
Company Abstract
USCALE is a consulting and market research company for electromobility based in Stuttgart, Germany. USCALE’s work is based on customer insights studies on all touchpoints of the e-mobility customer journey. USCALE is the only provider to have a panel specialized in e-mobility with over 10,000 panelists in German-speaking countries. USCALE studies show the pain points of users and the potential for all providers in the electromobility market.
Contact
USCALE GmbH, Silberburgstrasse 112, 70176 Stuttgart, GERMANY, media@uscale.digital