Consumers are turning the spotlight onto EV charger pricing

Across cities like Amsterdam, Berlin, London, and Stockholm, public EV charging prices vary significantly, both from home charging rates and between nearby chargers in the same area. In some European cities, EV drivers encounter price differences of up to 30% between chargers just streets apart, while in some markets there can be differences of up to 100% when comparing Tesla to other CPOs. Even more confusing for drivers is the fact that the pricing structures can be entirely different. Within a single city, drivers might pay per kWh, per minute, or per session, often with additional fees for dwell time and peak charges.

For charge point operators, this variability is becoming a growing concern because it doesn’t align with consumer expectations.

Subscription pricing adds another layer of complexity

Complexity issues go beyond competitor price differences to encompass the maze of different subscription models and payment apps that drivers must navigate.

The EV charging landscape has become fragmented with multiple customer models and payment options, each offering different capabilities, pricing structures, and experiences. Drivers often find themselves needing multiple subscriptions across different charging networks to get the best rates, or they face premium “guest” pricing when paying ad-hoc. This multitude of apps and subscription models creates friction that directly contrasts with the seamless experience that drivers have come to expect.

Recognizing this challenge, and the threat it poses to widespread EV adoption, governments have stepped in to ensure drivers can pay without mandatory subscriptions.

The EU’s Alternative Fuels Infrastructure Regulation (AFIR) which came into effect in April 2024, requires all new public charging points to offer ad hoc payment options: “Users of alternative fuel vehicles should be able to recharge or refuel on an ad hoc basis and pay easily and conveniently at all publicly accessible recharging and refuelling points, without the need to enter into a contract with the operator of the recharging or refuelling point or a mobility service provider.”

Similarly, the UK’s Public Charge Point Regulations mandate that contactless payment must be available at charge points by Nov 2024.

These government interventions, led by EV adoption goals and growing customer frustrations, signal an urgent need for charge point operators to address pricing strategy in line with the customer experience, before further regulatory changes are required.

Decades of fuel retailing have taught drivers what to expect when it comes to EV pricing.

While behind-the-scenes, fuel pricing strategies are highly sophisticated, the customer experience is simple and predictable: prices are clearly displayed, changes are incremental, and competitor prices in the same area tend to vary by only a few cents.

That expectation of clarity, consistency, and fairness is now being carried into the EV world. As public charging becomes more common, especially among drivers without access to home charging, the tolerance for opaque or inconsistent pricing is wearing thin.

EV pricing is on the same trajectory as fuel

While EV charging is still a relatively young market, early signs suggest it’s moving in a familiar direction. Having worked with fuel retailers globally for over 40 years, we’ve seen firsthand how pricing complexity increases with market maturity. What starts with daily price updates based on wholesale costs, quickly evolves into highly dynamic, data-driven pricing strategies that reflect everything from local competitor behavior to regional traffic patterns.

For charge point operators, that shift presents an opportunity. Those who take steps now to introduce greater transparency and strategic pricing controls will be best positioned to meet growing consumer expectations and strengthen their brand in a highly competitive space.

Consistency, control and flexibility will be increasingly required for successful price management. The same principles that have guided fuel pricing success are now critical to the future of EV charging.

A more strategic, scalable approach to EV pricing

Kalibrate EV Pricing gives charge point operators the tools they need to manage pricing across their networks, with centralized control, automated rule-setting, and the ability to push updates directly to chargers using industry-standard protocols. The platform recognizes the need to account for multiple cost components including energy cost, load charges, land rental, maintenance, and software charges. Whether setting daypart prices (including peak/off-peak), introducing event-based surcharges, or simply ensuring brand consistency across locations, Kalibrate supports smarter, more responsive decision-making.

More importantly, it’s built to evolve, with configurable rules, real-time responsiveness, and data-driven insights that help operators fine-tune their strategy over time.

Preparing for the future of EV pricing

As governments push for wider EV adoption and consumers push for greater transparency, the way we price EV charging sessions will need to change. Lessons from fuel retail suggest that the operators that assess and evaluate their markets and get ahead of trends are best positioned for long-term success.

Mobility leaders around the world have an opportunity to rethink their approach now, while the landscape is still taking shape. That means embracing pricing as a strategic tool beyond just an operational necessity and adopting the technologies and practices that can deliver consistency, fairness, and long-term competitive advantage.

At Kalibrate, we’re excited to help operators navigate this transition, drawing on decades of pricing expertise to support the evolving needs of a changing mobility ecosystem.