From convenience to value: Pricing strategies for the new wave of EV drivers

As electric vehicle (EV) adoption accelerates globally, the profile of the EV driver is starting to shift. In the early days of EV uptake, most drivers were affluent, tech-savvy, and environmentally conscious. These early adopters prioritized convenience, charging speed, and brand experience over cost. But as the market matures and moves into the early majority phase, pricing becomes a much more important part of the public charging experience.

From convenience to value Pricing strategies for the new wave of EV drivers mobile image

July 16, 2025|2 minutes

According to the International Energy Agency’s Global EV Outlook 2025, public charging capacity for light-duty vehicles is expected to grow nearly ninefold by 2030, in line with projected vehicle adoption. This growth will stimulate the rising importance of public charging access for drivers who don’t have the luxury of home charging. These include fleet users and those in urban environments where off-street parking is limited or unavailable.

As Kalibrate’s analysis of the early EV driver shows, the typical EV owner is largely price-insensitive. They make public charging decisions based on location, speed, and additional amenities — like cafés, convenience stores, or services such as salons or dry cleaning. These customers are looking for a premium experience and are willing to pay for it.

But tomorrow’s EV drivers won’t be the same. The early majority is more representative of the average car owner. They are more price sensitive — and with rise 3^rd party apps that publish prices for EV chargers along their journey, they are far more likely to prioritize the cost of charging over other factors . As a result, EV charge point operators will need to evolve their pricing strategies. Moving from premium convenience-based pricing toward models that reflect perceived value and competitive positioning.

This shift means two things:

EV charge point price sensitivity will rise
Drivers will compare prices between nearby chargers and may switch providers based on cost. A $0.05–$0.10 per kWh difference could significantly influence location choice, especially for frequent drivers or those without home charging.
Perceived value matters more than ever
Charging networks can’t rely solely on convenience or location. They must offer a compelling and consistent value proposition that combines competitive pricing, additional services, and a seamless user experience.

To deliver this, charger operators need systems designed specifically for the EV charging environment. Kalibrate’s EV Charger Pricing solution enables networks to:

Automate competitor price data feeds
Track competitor price changes
Analyze how price changes affect margin and utilization
Apply their pricing strategy consistently across sites
Automate price changes and deploy them directly to charge points in bulk

In a competitive and rapidly maturing market, pricing isn’t just about numbers — it’s about brand promise, customer trust, and delivering the right value at the right time.

The early majority is coming. Is your pricing strategy ready?