Promotions and accessibility: what really drives charging in ultrafast hubs?

In recent months, we have analyzed two types of ultrafast charging hubs. A first group actively applies promotions through our EVcharge app, while a second group offers no discounts and bases its appeal on good locations and stable tariffs.

The data reveals a key lesson: building a community and ease of payment matter more than we think.

The power of promotions

In hubs where promotions are offered, the majority of charging sessions (around 56%) are carried out through the EVcharge APP, where users can activate discounts and offers. The EVcharge payment totem and RFID cards account for a lower share (25% and 4%, respectively). Interoperability via OCPI agreements barely represents a fraction of a percent.

Why? Because promotions build community: users who download the app and receive offers get used to always charging at the same location, recommend the station, and become recurring customers.

We are launching a pilot project for SMARTPRICING, a system that will recommend promotions to the hub administrator based on the source and cost of energy as well as occupancy forecasts. Imagine arriving at a station and receiving a notification: “Charge today at €0.25/kWh because the wind is blowing strong.” This kind of experience transforms an occasional customer into a community member.

The totem: pure accessibility

In hubs where promotions have not been applied, the EVcharge payment totem takes center stage: 61% of charging sessions are activated from this terminal.

The totem is a centralized payment point with an integrated POS terminal that accepts credit and debit cards without requiring registration. It can manage multiple chargers and link each session to a QR code, which simplifies operations and reduces costs by concentrating several charging points into a single terminal. It complies with Royal Decree 184/2022 and the European AFIR regulation, which require ad-hoc charging sessions to allow transparent card payments.

The conclusion is clear: when we do not offer incentives, people charge where it is easiest. A visible totem, offering payment without registration and located in a convenient environment, becomes the gateway to our charging network.

More information at EVcharge.

What about interoperability?

Many operators place their hopes on interoperability (agreements with eMSPs). However, in both promotional and non-promotional hubs, interoperability barely brings in any sessions. The new European regulations mandate facilitating payment with contactless cards or devices, but they do not guarantee that users will prefer third-party apps. Sales cannot be delegated. The bulk of charging sessions comes through our own channels: the EVcharge app and the totem.

Final reflections

The numbers invite us to reflect:

  • How much is it worth to build a community of loyal users who charge time and time again?
  • What happens if you delegate your sales to a platform that does not control your brand or your user experience?

An operator without an app like EVcharge, capable of launching promotions and rewarding its community, will be giving up its main source of sessions. At the same time, missing an accessible payment totem means losing all those drivers who show up without being registered. The ultrafast charging hubs of the future will combine smart promotions based on energy costs with total accessibility, whether through a totem, RFID cards, or an app. Because in electric mobility, just like in sales, the key lies in knowing your customer and not delegating your relationship with them.

For more information, contact us.