Greater emphasis is being placed on the quality of the overall charging experience, according to new global research from Shell, which found EV drivers are willing to drive further and pay more for a better experience.
The 2024 Shell Recharge Driver Programme looked at the views of 33,696 drivers across Europe, China, and the USA and, for the first time, non-EV drivers were also surveyed.
Around two-thirds (59%) of European EV drivers and more than seven in ten among those in the US (76%) and China (72%) would be willing to travel further to a site that offered superior amenities such as faster charging, retail options and dining facilities.
With charging infrastructure exceeding demand in some markets, this emerging trend in EV charging behaviour that could dampen utilisation rates for charge point operators who don’t prioritise experience.
“The willingness to drive further for a better charging experience shows the value consumers place on reliability and efficiency,” said David Bunch, Global Executive Vice President of Shell Mobility.
“Today’s drivers aren’t just looking for a charge, they also want an experience that enhances their overall journey. With further investment in fast public charging and improvements in convenience retail and dining options on site, we can ensure that consumers feel like they are making the most of their charging time.”
In addition to driving further for a better charging experience, three-quarters of drivers in the US (79%) and China (78%) would be willing to pay a premium for a faster experience, according to the report.
“Customer expectations on EV charging are rapidly evolving,” said Mr Bunch. “Charging time is precious time and this is a huge opportunity for the industry to help accelerate the transition to electric mobility.”
2024 Shell Recharge Programme also revealed a notable increase in EV drivers range confidence in the last year. More than half of EV drivers across Europe (56%), China (73%) and the US (69%) worry less about range than they did a year ago, according to the data.
However, whilst the data showed that drivers are reaping the benefits of their EV and becoming more range confident, a notable knowledge gap still exists for many non-EV drivers. According to the research, for non-EV European drivers, around half (47%) are open to purchasing an EV, but this figure drops to just 39% for those who are not as knowledgeable about the charging process.
