Electromobility study on charging services

21.09.2021

ENBW Germany’s leader in the charging market: Will national energy providers soon lose their customers?

We asked 1,300 e-car drivers about their use of charging services. The result is alarming. Especially for municipal utilities and national energy providers.

The eMobility market is big. The number of charging stations, on the other hand, can be expanded. Most e-car drivers therefore use charging cards and apps from several charging service providers (eMSP). Of the more than 1,000 providers, two clearly stand out from the competition in our eMSP loyalty study: The charging services mobility + (EnBW) and SimplyStromLaden (Maingau) .

“We are now carrying out the study in the third year and are seeing a clear development: The market is consolidating. In 2020 customers still have 4.5 Apps and services actively used, only in 2021 3.4 – 25% less. ”

Dr. Axel Sprenger, CEO at UScale

The big winners: EnBW and Maingau

The two top providers together have a total market share of 44%. The offerings of the OEMs also increased slightly compared to the previous year (2020: 12%; 2021: 18%). The main losers are the national energy suppliers, directories and roaming service providers.

Supraregional utilities disappoint with poor coverage

Where the top providers with cover and reliability convince, disappoint municipal utilities with inadequate infrastructure. OEM services (especially Tesla) score points through reliability, timeliness and Integration in the vehicle, while roaming charging services and directories are struggling with acute price problems.

Simply beats cheap.

“Plug in, charge, unplug, drive away! It doesn’t get any better than that. “

Study participant June 2021

The price alone is not a decision criterion, especially since it will level out in the medium term. e-car drivers want to recharge their batteries as easily as possible. Even when traveling and abroad. Ideally with just one app.

Touch points promote brand loyalty.

Anyone who has contact with their customers two to three times a week while charging creates trust and strengthens loyalty to the brand. If the supraregional energy suppliers are so willing to leave their customers to other providers in the eMSP business, it is only a matter of time before the top providers manage to entice these customers away with the supply of private households with an inexpensive overall package. Many municipal utilities are completely unaware of this danger.

UScale focus studies: User studies on electromobility

Since 2018, UScale has been systematically surveying e-car drivers about their expectations and experiences at all touchpoints of the e-mobile customer journey. For more information on the UScale focus studies, please see HERE.

You can find further information on the methodology and the content of the eMSP Loyalty Study HERE .

If you have any questions, please contact us at contact@uscale.digital.