evVG Building Out the EV Charging Network

there is significant customer resistance to paying higher rates as many have become accustomed to free charging. Palmer observed that free charging offers from auto- makers have contributed to this expectation, creating uncertainty about whether customers will pay for faster, more convenient charging options in the long term.

Practical Realities for Retail: Is The ROI Worth It? Members focused on the challenges of implementation, particularly at legacy convenience store and gas station sites. Robert Hampton , director of strategic growth and initiatives for Vision Group Network, noted that while his previous employer, Jacksons Food Stores, is actively rolling out EV chargers, many legacy locations face hurdles such as limited power availability and the risk of triggering costly soil testing when breaking concrete near underground tanks. Nouria Energy Corporation’s VP, Facilities Tom Healey echoed this, adding that space constraints a re another obstacle at older sites. Both agreed that installing chargers is more feasible at new locations where infrastructure can be integrated from the outset. Concerns around the business case for fast charging were also prominent. Healey explained that the lower frequency use of public DC fast charging, given that most drivers charge at home, makes it harder to recoup costs. He added that while grant funding has helped with initial investments,

Check out these other Vision Reports to read more about convenience retailers’ reactions for EV charging implementation: CTVG Road to EV Charging Infrastructure , July 2023 CLVG The Business Case for EV Charging: Is It for You? , March 2023 CLVG Currents of Change , January 2023

Smith and others raised concerns about competition, particularly when free charging is offered by municipalities or utilities. Smith questioned how private operators could be expected to invest in fast chargers when customers have access to free charging nearby, suggesting this dynamic is limiting the number of chargers being installed at gas stations. Palmer suggested a freemium-style model, like Spotify, could work, where free Level 2 charging introduces users to the system, but they later pay for faster charging on the go. Agreeing, Fitzgerald emphasized that the prevalence of free charging may be harming the long-term sustainability of the market. He also tied this to funding changes, especially when operators lack a financial incentive to maintain chargers once initial grant support is used. He pointed to underused or broken Level 2 chargers at retail locations as a symptom of this issue.

“ The level two at the grocery store that is free and there’s zero motivation to fix it once you’ve got that grant to install it. So we think about how do we sustain those beyond just the folks who took the grant, got it in there, and then it just gets dust. Garrett Fitzgerald , Senior Director of Transportation Electrification, SEPA (Smart Electric Power Alliance)