Consumers Aren’t Waiting for BEVs With Faster Charging Speeds—They’re Waiting for Better Messaging

Vehicle shoppers have a clear idea of how long they’d be willing to wait for their battery electric vehicle (BEV) to recharge—and today’s technology broadly meets their expectations. But many buyers may not realize it.

Escalent’s EVForward^® 2024 Charging Experience DeepDive study examines new-car buyers’ understanding of BEV charging options and their interest in home energy ecosystems. The findings reveal that, while some knowledge gaps exist, most prospective buyers already anticipate realistic charge times for Level 2 and direct current (DC) fast charging. However, lingering misconceptions and concerns about home and public charging persist, highlighting the need for automakers to refine their messaging and better position their charging solutions to build confidence among vehicle shoppers.

BEV Charging Speeds Largely Align With Buyer Expectations

New-car buyers have a limited understanding of the different types of BEV chargers available. Almost half have never heard of Level 1 or Level 2 chargers, and another one in four has only a basic knowledge of them. Awareness is slightly higher when it comes to DC fast chargers, with 37% of survey participants—and 61% of EV Intenders, consumers who are more than 15 times more likely to purchase a BEV than the average new-car buyer, according to our EVForward research—indicating they are at least somewhat familiar with the technology.

Despite their limited exposure to BEV charging options, consumers have fairly reasonable expectations regarding charge time. On average, vehicle shoppers estimated that a Level 2 charger would fully recharge a BEV in eight hours and a DC fast charger in 45 minutes—both relatively accurate assumptions. In addition, we found that, on average, shoppers would need a BEV to recharge from 20% to 80% in approximately 50 minutes for them to seriously consider a purchase—a benchmark DC fast chargers can easily meet.

This suggests that barriers around BEV charge time have more to do with public perception than the product itself. One simple way original equipment manufacturers (OEMs) can communicate that BEV charge times already align with consumer expectations is by leading with DC fast charging in their messaging. An A/B test revealed that a statement emphasizing DC fast charging capabilities resonated far more with participants than one focused on Level 2 charging. Even BEV owners, who primarily charge at home, found this approach more appealing.

Vehicle Shoppers Want Support With BEV Home Charging Setup

While public charging remains a pain point, BEV owners love the convenience of home charging. However, installing a home charger can be a major hurdle. For many prospective BEV buyers, the process of picking out the right charger, finding a reliable installer and understanding the costs involved can feel intimidating. Unlike filling up at a gas station—something consumers have been doing their entire lives—home charging requires up-front effort and research.

Fortunately, this is a challenge automakers can essentially eliminate. When presented with three scenarios where OEMs provided varying levels of support for home charger installation, participants overwhelmingly opted for the scenario where the manufacturer installed its preferred Level 2 home charger, removing the burden of labor and choice for consumers.

This was particularly pronounced among women and older car buyers. Only 26% of females and 29% of vehicle shoppers in the 55–80 age bracket indicated they would be comfortable handling the selection and installation of a Level 2 charger on their own. In contrast, 60% of females and 65% of those aged 55–80 said they would be comfortable having their vehicle manufacturer manage the process—a sentiment shared by two-thirds (67%) of all respondents.

Bundled Charging Solutions Could Set Auto Brands Apart

Home charging setup may not be the single deciding factor in a BEV purchase, but it could be a meaningful tie-breaker. When shoppers compare multiple brands, a manufacturing-backed charging solution could be the differentiator that makes one stand apart. More than 70% of respondents told Escalent they would be more likely to choose a brand that takes care of the entire home charging setup for them.

This attitude carried over to other services and offerings. More than half of vehicle shoppers (54%) said they would be more likely to buy from a manufacturer that provides home energy solutions. Additionally, 72% indicated they would be more likely to commit to a brand that provided two years of complimentary DC fast charging with a BEV purchase. While most BEV owners charge at home, cost remains a key barrier to adoption, making free public charging an effective way to ease concerns about day-to-day expenses.

Reframing the Conversation Around BEV Charge Time

Our research demonstrates that vehicle shoppers aren’t resisting BEVs because of unrealistic charge time expectations. In fact, vehicle shoppers’ assumptions around charge times, both at home and on the road, are largely compatible with the technology available on the market. The challenge is in helping prospective buyers understand how BEV charging easily fits within their lives and daily routines.

Automakers can bridge this gap by shifting their marketing and product positioning to focus on the qualities that matter most to consumers: BEV charging speed and convenience. Leading with messaging that emphasizes DC fast charging capabilities will reassure buyers that long road trips don’t have to mean long wait times. Meanwhile, offering bundled solutions—whether providing discounted public charging, recommending a home charger, or connecting buyers to vetted charging installers—can make the transition to BEV ownership feel more seamless.

Consumers are open to owning BEVs. But it’s up to OEMs to meet consumers where they are with the right messaging—and the proper support—to turn intent into action.

If you’d like to learn more about our EVForward research findings or how our Automotive & Mobility industry experts can help you bundle solutions and evolve your marketing and product positioning to better resonate with consumers, send us a note using the form below.

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