3 EV charging trends that can influence customer experience in 2024
At Shell Recharge, our annual EV Driver Survey allows us to track long-term trends in EV charging behaviour and preference. Using data from our latest report in 2023, we have identified three key trends we expect to continue into 2024: related to growing range confidence, charging simplicity, and convenience.
The global EV industry is at a tipping point. Adoption numbers have never been higher and it’s expected that 14 million people globally will have bought an EV this year.
The question is: what is fuelling this recent increase in adoption? Beyond access to lower-carbon mobility solutions, what other factors are driving the switch?
At Shell Recharge, our annual EV Driver Survey allows us to track long-term trends in EV charging behaviour and preference. Using data from our latest report in 2023, we have identified three key trends we expect to continue into 2024: related to growing range confidence, charging simplicity, and convenience.
1. Range anxiety is being replaced with an emerging sense of confidence
Traditionally, range anxiety – the perception that EVs do not have the sufficient energy storage needed to cover the distances travelled -- has always played on the mind of EV adopters and prospectors.
In 2022, our research revealed that the biggest improvement respondents wanted to see was related to range. Over half (57%) of drivers wanted “improved battery range” while 49% sought “better charge point availability”.
Fast track a year and the picture looks brighter – with range anxiety reduced by 10%. In fact, only 14% of the respondents said they refrain from taking long journeys and nearly half (47%) don’t charge daily, up from 21% in 2022. This can be seen as a vote of confidence from EV drivers in the availability of charging infrastructure whilst on-the-go.
Still, there is a long way to go before range anxiety would be completely abolished, but the steps the value chain is taking – for instance, by increasing charge point availability and charging speed to make EV charging a more positive experience – are working.
Take for instance, Volta Inc., who Shell acquired to add its 3,000 U.S. charge points at shopping centres, grocery stores, and pharmacies to its Shell Recharge network. Or ubitricity, who we acquired to increase our lamppost charging offer with a portfolio now totalling over 10,000 ubitricity charge points across Europe, including the UK, Germany, France and the Netherlands.
With more drivers charging when they are on the go, the EV industry must keep growing the availability of out-of-home charging to provide EV drivers with a variety of locations to recharge.
2. Simplicity is improving and will continue to be a point of interest
Over the last year, our research revealed simplicity as a constant concern for EV drivers. In 2022, 36% said they wanted a single charge card solution. One year later, 47% said they would pay more for such a benefit.
The good news is that we are seeing simplicity improve for EV drivers: in 2022, the percentage of respondents with 4 or more charge cards rose to 31%, while in 2023 that percentage reduced to 23%. For some years, the EV industry has focused on offering better, more integrated roaming services through network interoperability. The slight reduction in multiple charge card usage shows that EV drivers may be starting to reap the benefits of these integrations.
To encourage this trend, continuous collaboration across EV industry players is key. For instance, partnerships with OEMs will be vital to seamlessly access and exchange relevant information to offer EV drivers a wider network of charge points to choose from. One example of this is our collaboration with BYD, where we offer simpler, incentivised charging at our charge points to hundreds of thousands of BYD customers.
Deeper partnerships also have the potential to create unique customer experiences that can not only make charging feel simpler, but more enjoyable. Vehicle management, route planning, and charging network software providers all have valuable insights into their customers. When combined, EV drivers can benefit from personalised charging services based on factors like preferences, time of day, or even weather.
We foresee this trend continuing to grow in 2024 as EV drivers, their chosen [OEMs] and charge providers all benefit from closer collaboration across different parts of the industry.
3. Convenience remains a key benefit for EV drivers
When it comes to charging, EV drivers seem to be increasingly looking for more productive ways to spend their time whist charging, with the 2023 EV Driver Survey revealing that 57% of respondents would visit a destination more frequently based on the availability of charging points.
To continue supporting EV drivers, Shell Recharge is partnering with leading retailers across the world to provide charge points where drivers want them. For instance, in Germany, we have partnered with REWE to rollout charge points across its 400 locations, while in the Netherlands we have partnered with Intergamma to install fast charge points at Intergamma locations across the country.
To maximise the potential of these partnerships, we’ve created AI-based models that identify the locations where more chargers are needed to service high demand.
What does this mean for EV charge point providers?
Whether it is reducing range anxiety, increasing charge point availability, or making the charging experience a more enjoyable one, the EV industry must continue to work together to make charging simpler and more reliable:
For those who intend to switch to electric, we want to provide the confidence to transition to an EV and stick by their decision.
For those who currently drive an EV, we want to create experiences that make it even more convenient and enjoyable to recharge when and where they need to.
Curious to know just how much EV drivers know about charging their vehicle? We put everyday drivers to the test in our ‘Watt Do You Know?’ quiz!
Meet EV driver, Jonathan
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Interested in learning more about what other EV drivers had to say about their charging experiences?
Check out the 2023 EV Driver Survey.