Industry Analysis

EV Charging Networks: Market Leaders, Qualitative and Quantitative Insights, Demographic and Psychographic Analysis

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With growing concern, and rising demand for sustainable and efficient transportation, the market of Electrical vehicles are witnessing significant growth. The demand for public charging solutions is constantly growing. Below you will find requested information regarding market leaders, Qualitative and quantitative insights, demographic and psychographic analysis.

Key players

1. ChargePoint

The company was funded in 2007 by Dave Baxter, Harjinder S. Bhade, Milton T. Tormey, Praveen Mandal, and Richard Lowenthal. Currently, ChargePoint, Inc. is a public company with headquarters in San Francisco, Silicon Valley.

  • ChargePoint is the world leader with more than 84.6 million chargers delivered (on driver every 2 seconds) and more than 2.4 billion electric miles enabled to date. The company is operating across all 50 states of the U.S. with more than 15,694 level two locations with more than 25,000 level 2 connectors. Operating in Mexico and in Canada, it is considered a leader in North America. In Europe, ChargePoint is currently accessible in 16 markets.

Chargepoint us locations

  • ChargePoint has three lines of business hardware, software, and services and three main product categories commercial (workplace, commercial property, education, fuelling, parking, etc.), fleet (delivery, logistics, sales services, and shared mobility), and residential(single or multifamily).

CP clients

  • As stated on their website their competitive advantage lays in open Networked EV charging, a complete solution of cloud-based software, mobile app, and 24/7 support for EV drivers.
  • ChargePoint stations are independently owned by organizations such as major corporations, retailers, hotels, restaurants, parking services providers, cities, etc. Owners set their own fees for changing and parking. Many stations are free to use for the first few hours and paid thereafter. Stations are operating on a credit system. The first time that customers use a station with a fee company will charge the client $25 and keep that as a balance on the client’s account. All the fees of every single station are available on the company’s mobile or online map.
  • The company’s tagline is ‘’ The electric revolution is here. ’’
  • The company is present on Instagram, Facebook, Twitter, and YouTube. ChargePoint is followed by 5594 people on Instagram and posts mostly pictures of cars charging on their charging stations. On Facebook, the company has 14,727 people following and the most common posts are news concerning the EV ecosystem and the company’s news. On twitter, ChargePoint has 23,700 followers and posts mostly the same content as it does on Facebook. The company uses YouTube for product prostration and tutorials and interviews. Their messaging is directed both to private and commercial users. Calculate your EVSavings and Stop and smell are two of the most create examples in the company’s messaging.
  • Over the years, the company has partnered with some of the most important carmakers such as BMW, Cadillac, Chevrolet, Daimler, Energica, Fiat, Hyundai, Nissan, Mercedes-Benz, smart USA, Toyota, and Volkswagen. In the last year, the company has received London Business Awards for International Social Impact and Acterra Award for Environmental Innovation.

2. Tesla Motors

Tesla Motors is a public company founded in 2003 by f Silicon Valley entrepreneurs Elon Musk, JB Straubel, Marc Tarpenning, and Martin Eberhard to accelerate the world’s transition to sustainable energy by transforming the way people drive and move. The company has raised more than $20.4 billion.

  • Tesla has more than 2,000 supercharge stations with more than 20,000 superchargers all over the world. In the United States, the company is operating in every state with 3,567 Level 2 locations with 7,831 level 2 connectors nationwide.
EV Charging Networks: Market Leaders, Qualitative and Quantitative Insights, Demographic and Psychographic Analysis
  • Tesla’s main business line is the design and development of electric vehicles. However, it is not the only one. The company is creating an entire sustainable energy ecosystem by manufacturing a set of energy solutions, powerwall, powerpack, Solar roof, and charging network enabling private, institutional, and commercial property owners to manage renewable energy generation, storage, and consumption.
  • Tesla’s competitive advantage in the charging station industry lays in supercharger technology that will charge 80 percent in 30 minutes and the client base of the tesla ecosystem.
  • On contrary to other leaders in the industry Tesla has fixed costs of $0.26 per kilowatt-hour. The company periodically updates the fees to account for fluctuations in electricity prices, construction and maintenance cost, and support to the growing network.
  • Tesla’s tagline is ‘’ to accelerate the advent of sustainable transport’’
  • The company is present on Instagram, Facebook, and Twitter, and YouTube. Tesla motors are followed by 7.5 million people on Instagram and posts mostly pictures of their product, production, and testing. On Facebook, the company has 9035 follower post reports, news, and videos regarding their products. On Twitter, Tesla has 6.5 million followers and publishes the company updates, reports, and achievements. The company uses YouTube for product promotion. Discover playlist and Stop and in-car footage from Sunday’s Plaid Model S run at Laguna Seca are two of the most creative examples in the company’s messaging.

3. Blink Network

Blink Network is owned by Blink Charging Co, a Nasdaq listed public company founded in 2009 formerly called Car Charging Group, Inc. The company has headquarters in Florida and offices in Arizona and California the company has a mission to accelerate the adoption of public EV charging.

  • Blink Network has a 1,426 location with 3,261 Level 2 connectors. Even though the company is considered one of the nationwide leaders with a presence in 40 states, Blink Network does not have an operating charging station in the following State Idaho, Montana, Wyoming, North Dakota, South Dakota, Utah, New Mexico, Iowa, and Maine.
  • Blink Charging has 5 revenue streams. The most important being energy sales through Blink owned charging stations and long term exclusive contract, followed by hardware sales to host location, network management services ( connectivity fees and transaction processing fees), advertising and energy services.
  • The company sees their competitive advantage in the fact that they provide a full package of RV charging solutions from start to finish while their competitors focus either on manufacturing and selling hardware, providing costly DCFC solutions, or supporting EV drivers through a charging network.
  • Blink Network charging fees can vary depending on location and charging station ownership. The fees can be set by the kilowatt-hour, time, or session depending on state regulation. In the state where that allow kWh pricing fees can range from $0.39 to $0.79 per kWh, while in States where kWh is not permitted, fees range from $0.02 to $0.03 per 30 seconds.
  • The company’s tagline is ‘’Charge ON!
  • The company is present on Instagram (2,622 followers), Facebook (13,078 followers) and Twitter (9.251 followers)and through all three platforms very similar content focusing on the importance and ecological impact of EV and the benefit of their products. Blink Charging is barely active on YouTube with 3 tutorial videos. Halloween posts of blink charger as spooky pump and quotes of their employees are the two most creative examples in the company’s messaging.

4. SemaConnect Network

SemaConnect is a privately owned company, founded in 2008 by Mahi Reddy. The company has headquarters in Bowie, Maryland, and to this date has raised $26.3 million.

  • SemaConnect has partnered with municipal, parking, multifamily, hotel, office, and retail customers across Canada and the United States. Has 1,227 locations with 3,269 level 2 connections nationwide with the exception of North Dakota, South Dakota, Nebraska, Kansas, West Virginia, Oklahoma, and Maine.
  • The company’s three main business lines are fleets, commercial properties, and multifamily properties. SemaConnect has helped its clients to maximize their property value for companies like CBRE, JLL, Hines, Greystar, Cisco Systems, and Standard Parking.
  • SemaConnect sees its competitive advantage in customer services and focuses on comprehensive solutions that boost property value and status.
  • Like most of the companies in the industry, SemaConnect has different prices at different locations, that is given by the fact that the company is the designer and manufacturer of the charging station not the owner or manager of the stations. The station owners determine the pricing for each location. The fees can include parking fees, energy fees, time of use pricing, grace period pricing, and member pricing.
  • The company’s tagline is ‘’ Eclectic Vehicle charging for Class A properties’
  • The company is present on Facebook (661 followers) and Twitter (2.680 followers)and through all platforms has very similar content directed to commercial users and to EV owners The most common messaging acts aimed to present the benefits of using their product. The company active on YouTube with a few animated tutorial videos. End of Year Promo Alert and EV changing your property are the two most creative examples in the company’s messaging.

Qualitative and quantitative insights

  • Approximately 75 to 80% of EV owners in the United States should have access to home charging, which should provide from 51% up to 75 % present of their energy needs in 2020. However, in the United States in public-centered scenarios, we can see that home charging is in the first place with 51%. In the second place, we have public stations with 28%. Station related to the workplace and in the third place, while energy usage related to long-distance trips are in fourth place with 7%.
  • The numbers are significantly different in home-centered scenarios and in other regions (Exhibit 3). We can see the increase in the public-charging demon in the future mostly given by The structural limitations of highly dense urban cities, which have larger proportions of on-street and large-commercial-garage parking.
EV Charging Networks: Market Leaders, Qualitative and Quantitative Insights, Demographic and Psychographic Analysis
  • A recent study that used a multi-stage consumer behavior approach to solving the problem of EV public charging station placement concluded that the optimal charging station deployment is highly consistent with the heat map of EV owners’ movement and traffic flow. Demonstrating that they incorporate charging habits in their daily routine.
  • According to the 2017 American Community Survey, 25.5% of occupied housing units in the US are apartments, and approximately 36% of households live in rental housing. Most apartment complexes do not offer access to EV charging, and f EV drivers don’t have control over the ability to install an EV charging unit. Subsequently, EV drivers living in multi-family residences and apartments rely mostly on a public charging station. Only a third of consumers have access to a 120V ( 29%), while access to 240V has only 36 % of costumers.
  • There is no evidence of brand loyalty in this sector. Although the market is still at an embryonic stage, EV public charging is already to become a commodity. Players are investing in collaboration and acquisitions to secure their market positions. Today’s offerings and business model are very similar, making it easy for the customer to with the supplier.
  • We can notice an increasing effort from providers to increase switching costs by introducing obligatory mobile apps, credit systems, memberships, etc.
  • Drivers are craving increased convenience and more options when on-the-go. Despite charging their vehicles at public stations, nearly half the time, customers are not happy with the service. Most EV drivers declare that public charging stations aren’t reliable (61%), and 36% think that the experience of using public charging stations is time-consuming.
  • There is no evidence that endorsement or recommendation by the vehicle manufacturer influence customer preference. However, all companies in this work on establishing the partnership with manufacturers communicate it through a press release and a separate part of their website.
  • The biggest Oil companies, such as Shell, BP, and Chevron are providing EV charger stations next to their gas pump. It is against their business model to promote alternative fuels, but the demand is constantly growing. Some of the gas stations are incorporating 4 of the 5 most desired add-ons to public charging locations (Quick charge, Coffee shop with Wi-Fi, gamification or rewards, and other vehicle maintenance services.

Demographic Analysis

After contacting recent studies by research ESource, Consumer Reports, ITDP, Edison Electric Institute, and EVT we didn’t find any studies dedicated to demographics and psychographic of frequent EV charger station users. However, after analyzing several previously mentions reports and study we can conclude that the use of public charging stations is not strictly related to any demographic factor. So in order to understand better users of public charging stations, we have to analyze EV owners.Accordingto the Strategic Vision New Vehicle Experience Study of Vehicle Registrants we understand better demographic of EV owners.

  • Electric vehicle owners are men with 77% against 23% of woman owners.
  • The average age of the electric vehicle owner is 48 years.
  • 81% of electric vehicle owners are married.
  • Most of the electric vehicle owners are college-educated. (86%)
  • The median household income of an electric vehicle owner is $148,158 and 42% of them are professionals.

Psychographic analysis

According to the Understanding potential for battery electric vehicle adoption using large-scale consumer profile data study by Rubal Dua, Kenneth White, and Rebecca Lindland, it is possible to define three optimally district clusters of EV owners. The research I based on a nationally representative survey of more than 85,000 people.

  • Taking into consideration their psychographic characteristics they concluded that the typical EV owner is a tech-savvy, green enthusiast who leases EV as a second vehicle for their household which alleviates range and resale anxiety. Psychographic segmentation is useful for understanding customers rationale and targeting the marketing campaigns by focusing on messages that resonate with key groups.
EV Charging Networks: Market Leaders, Qualitative and Quantitative Insights, Demographic and Psychographic Analysis
  • Electric Vehicle number one ( EV-1) cares mostly about operating and owning cost. EV-1 owner is always trying to minimize the risk, search for discount or tax credit, and get the best value for money. This kind of owner is most likely to own a car like the Nissan Leaf.
  • Electric Vehicle number two ( EV-2) cares mostly about performance and design. The EC-2 is moved by prestige, gives importance to the Country of Manufacture and comfort. This kind of owner is most likely to own a car like a Tesla Model S.
  • Electric Vehicle number three ( EV-3) is most difficult to satisfy. The EV-3 has a lower income than the average buyer and owns fewer cars, so he cares about operating cost the same as EV1, and cares less than EV2 about performance and design. This kind of owner is most likely to own a car like the Nissan Leaf.
GLENN TREVOR
Glenn is the Lead Operations Research Analyst at Simple Manifestation with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.

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