Despite over $150 billion in cumulative investments in public electric vehicle (EV) charging infrastructure globally, most EV drivers still express considerable frustration with the public charging available. Many sites continue to underperform when it comes to fundamentals, such as charging speed, reliability, and ease of use, and people continue to point to inadequate charging capacity as an obstacle to owning an EV. Operators aren’t happy with the system either, with many struggling to build profitable business models. 

Yet this dissatisfaction over EV charging and the increasing reliance on public charging expected with rising EV ownership create a pressing need for more and improved capacity. Globally, the EV market continues to expand, according to International Energy Agency data, with EV sales increasing nearly 55% on average annually between 2020 and 2024, despite a slowdown in 2024. 

The discontent also opens the door to new entrants who can give EV owners what they want — fast, reliable, convenient service that’s easy to use. This is the core offer that many traditional fuel retailers have delivered for decades, and while EV charge point operators shouldn’t replicate all aspects, they may want to cherry pick a few of retail fuel’s best practices on speed and ease of use and site design. 

The real reason EV charging leaves drivers frustrated

Existing EV charging networks are generally considered too slow and unreliable. In a global survey we recently conducted of 5,000 EV drivers, nearly nine out of 10 (87%) selected slow charging speed as a major frustration, 85% cited charger availability, and 84% cited broken chargers or chargers that would not connect to their vehicle. The survey included drivers in major EV markets, including the United States, China, Germany, the United Kingdom, and India.  

Today, public EV charging sites are scattered across locations and site formats. In the US, for example, drivers report that one-third of their public charging visits or occasions are at restaurants, hotels, or other commercial destinations, one-third at dedicated EV charging hubs, one-fifth at retail fuel stations, and the rest on the street or in parking garages. This fragmentation is likely the result of the early approach many site operators took, focusing on the installation of as many chargers as possible across site formats, without real consideration of the value proposition consumers seek.   

For EV drivers, this has translated into inconsistent experiences when it comes to charging. Additionally, the need to manage costs across multiple sites often meant fewer chargers per site, leading to lower charger availability, slower chargers that cost less upfront, and challenges with maintenance and uptime.  

The key drivers behind a great EV charging experience

The first priority for drivers is faster charging options, with sites that emphasize speed more likely to attract customers. Nearly 60% of drivers want to be able to charge their cars in 20 minutes or less, according to a survey conducted by the Oliver Wyman Forum, but most public charging experiences take much longer. In the US, for example, over three-quarters of public charging stations are under 22 kilowatts (kW), according to the International Energy Agency, where an average charge will take hours. To fulfill drivers 20-minute goal would require chargers that are at least seven to eight times faster.

In fact, drivers are so focused on speed that they are even willing to pay a premium for ultra-fast charging. On average, US EV drivers told our survey they are willing to spend over $2 more per charge for ultra-fast charging, which takes between 10 and 20 minutes for a full charge. For 15% of drivers, that incremental willingness to pay for ultra-fast charging increases almost four-fold. Exact premiums vary, but we found a similar willingness to pay in other geographies. 

After speed, a key attribute drivers look for is the reliability of chargers at sites. Over 40% of drivers told our survey that they would not use a charging site again (across formats) once they encounter broken chargers. This finding makes reliability pivotal to maintaining and growing volume and loyalty.  

Yet reliability remains a problem. A recent Harvard University study found that, on average, one in five public chargers in the US doesn’t work. In France in 2023, 84% of EV drivers reported encountering broken public chargers during the previous six months. These reliability failures contrast with the 99%-plus uptime drivers have come to expect from traditional fuel stations. 

Finally, drivers also expect chargers to be easy to use, meaning they can pull up to a new station and quickly pay and charge. That’s not the case today, with most charge point operators requiring customers to download an app and register prior to charging.  

More than six out of 10 survey respondents said they want traditional payment methods as opposed to charging’s app-dominated world. Over a quarter indicated they would not patronize brands and sites that did not accept their preferred payment method. 

Differentiating with premium offers and amenities — what's worth the investment

While getting the fundamentals in place needs to be the No. 1 priority of charge point operators, they should already be considering how to bolster customer satisfaction and incremental revenue through continuous improvements and expansions of their offers.  

One option is adding a robust loyalty program. While there is a clear message that apps should not be compulsory, a subset of EV drivers do enjoy the app experience. Almost three out of 10 globally say they use network-specific apps to find charging sites. Operators can expand app usage by creating loyalty programs that enhance customer experiences and reward frequent customers. Loyalty programs from leading fuel retailers that do this often see increased customer share of wallet across their network.   

There is also significant opportunity in bolstering on-site amenities, like cafes and convenience stores. EV drivers spend, on average, 35 minutes per public charging session. These drivers leave their cars nearly half the time, twice as often as drivers of internal combustion vehicles. However, half don’t stay on-site. Amenities such as a café or a quick-service restaurant could entice more drivers to remain on site and create an incremental revenue stream for station owners. 

Here again we can consider the lessons from traditional fuel stations, where convenient stores and quick service restaurants can drive half or more of a site’s value. For some leading fuel retailers, the convenience store has become a defining standard that is well known and acts as its own draw.  

In contrast, many charge point operators choose to partner with third parties to gain access to site amenities as a way of scaling quickly at lower cost. This allows them to put chargers next to existing commercial destinations and fuel stations. This focus on speed may help them snag good locations, but it results in them losing both the revenue stream from the amenities and the ability to create a consistent, high-quality customer experience. 

The need for fast, reliable public charging capacity is rising yearly, but the current offer isn’t keeping up. With EV sales already representing more than one-fifth of total global car sales, it’s time for the charging sector to catch up.