2023世界充电桩指数

Theelectric

vehicleandEVchargingmarketsregainstability

EVChargingIndexEdition4|2023

Recharged

EVChargingIndexEdition41

2EVChargingIndexEdition4

CoverphotoAndrewMerry/GettyImages

Afteraturbulentfirsthalfof2022,theelectricvehicle(EV)andEVchargingmarketreturnedtostronggrowthaccordingtothelatesteditionofRolandBerger'sEV

ChargingIndex.Severalkeymarketindicators,suchasEVsalesandcharginginfrastructuredevelopments,hitrecordhighs,despiteturbulentenergypricesinsomemarkets.

ThefourtheditionoftheIndex,covering30marketsinfiveregions–Europe,China,Americas,MiddleEastandAsia(other)–and31indicators,isbasedonindustry

interviews,primaryresearchandasurveyof16,000

participantsfromallregionsconductedinthefirsthalfof2023.Inthisreport,wepresenttheoverallfindingsandfocusonfourtopicalareas.

First,withglobalEVsalespenetrationreachingarecordhighin2022,welookathowthefactorsaffectinginterestinEVsdifferacrosstheregions.

Second,weassessthedriversbehindtherapidexpansionofpublicEVchargingnetworks,fromnewtechnologiestoconvenience.

Third,asthepercentageofEVownerswhoreportusingpublicchargingreaches90%,weanalyzechanging

customerbehaviorsandfindthatrangeanxietyisstillamajorproblem.

Lastly,weexaminetheemergingregionalizationofOEMs'strategieswithregardtoEVcharging

infrastructure,especiallythedifferentapproachesappliedintheUnitedStatesandChina.

EVChargingIndexEdition43

China

80

75

USA

Germany

USA

UK

Norway

Sweden

SouthKoreaSpain

70

65

UKSouthKorea

Switzerland

60

55

GLOBAL

Italy

50

BelgiumSingaporePortugal

QatarMalaysiaRomania

Hungary

Vietnam

SingaporeCanada

Switzerland

Belgium

Brazil

Israel

Turkey

Thailand

Indonesia

UAE

45

40

35

30

25

20

SaudiArabia

15

Scoresandrankings:

ThepackclosesonleaderChina,withimprovementsacross

theboard

AllofthetopfiveperformersinthefourtheditionoftheIndexincreased

ormaintainedtheirscorecomparedtothepreviousedition,withallat

record-breakinghighs.Chinatoppedtherankingswithatotalof82(outof100),followedbyGermany(74),theUnitedStates(73)andtheNetherlands(69).Norway(65)knockedtheUnitedKingdomoutofthetopfivebylessthanonepoint.Thegapsbetweenthetopfivenarrowedconsiderably,withGermanyandtheUnitedStates,inparticular,makinggroundonChina.

85

Closingthegap:WhileChinaagaintopstherankings,

thechasingpackofGermany,theUS,theNetherlands

andNorwayarecatchingup

China

Netherlands

NorwayUSA

GermanySouthKorea

Spain

Italy

Canada

Turkey

UAE

France

UK

Sweden

Belgium

80

75

70

65

60

55

50

45

40

35

30

25

20

15

China

USA

Germany

Netherlands

Spain

Norway

France

UK

India

SouthKorea

Portugal

GLOBAL

Sweden

Japan

Canada

Brazil

BelgiumThailand

Italy

Singapore

Switzerland

Hungary

Israel

Turkey

Indonesia

UAE

SaudiArabia

Qatar

Netherlands

France

Italy

Portugal

India

GLOBAL

JapanRomania

QatarHungary

MalaysiaVietnam

China

Germany

Netherlands

Norway

France

Sweden

Spain

India

Canada

Japan

Brazil

Indonesia

Thailand

Turkey

Israel

UAE

SaudiArabia

Edition1

(November2021)

Edition2

(April2022)

Edition3

(November2022)

Edition4

(May2023)

Source:EVVolume;RolandBergerEVChargingIndex

4EVChargingIndexEdition4

EVChargingIndexEdition45

Belgium

49

Canada

49

Germany74

France

64

Turkey

39

Therewaspositivenewsattheotherendofthetable,too.Several

countriesshowedabigimprovementintheirscore,withMalaysia(41)andIndonesia(41)bothjumpingby12points,andevenbottom-of-the-tableSaudiArabiajumpingfrom16to27points.

Infact,theimprovedperformanceofcountriesacrosstheMiddleEastandSoutheastAsiahelpedtodriveuptheaveragecountryscorefrom45to51points.ThisindicatesahealthyandgrowingglobalEVchargingmarket.

Globalgrowth:Improvedscoresinalmostall30countries

reflectacross-the-boardimprovementinEVcharging

Sweden

60

Netherlands

Norway

65

69

UK

Romania

39

65

Hungary

34

Spain

USA73

58

Japan

47

Italy

51

China82

Qatar

42

Portugal

46

Israel

36

Switzerland

Thailand

41

SouthKorea

UAE

58

63

35

India

51

Vietnam

30

SaudiArabia

27

Malaysia

41

EVCHARGINGINDEX

Singapore

48

SCORINGRESULTS

Brazil

45

31ranking

Indonesia

42

[totalof100pointsfrom

indicators]

>60

50-59.9

40-49.9

20-39.9

Notincludedinthescope

Source:RolandBergerEVChargingIndex

6EVChargingIndexEdition4

EVChargingIndexEdition47

SeveralrecenteventsintheEVmarkethavehelpeddrivethisoverall

increaseinscores.1Akeyfactoristhatapricewarhasbrokenout.

Whilethechoiceofhigher-price-segmentEVmodelshasalwaysbeenstronginglobalmarkets,thepickingsinthelower-pricesegment

havebeenslim.

OEMshavebeenslowtofillthisgapbutarenowacting.Tesla,for

instance,iscuttingpricesonitsexistingmodelsandisexploringa

low-costoption,whileBYDissettoofferitsbasicSeagullmodelfromUSD12,000inChina.Volkswagenisalsoconsideringalow-costmodelfortheEuropeanmarket.

Developmentsinthechargingmarketitselfarealsohavinganimpact.Forexample,inlate2022Teslabeganexploringopeningupitsmuch

enviedandfastexpandingsuperchargernetworktoallEVsinmore

countries.California,oneoftheworld'sbiggestEVmarkets,announceditwasinvestingUSD2.9billiontomorethandoubletheUSstate's

numberofpublicchargerstoaround170,000.

Newpartnershipsalsocontinuedtospringup.InOctober,Hertz

announcedadealwithenergygiantBPtobuildanEVchargingnetworkintheUnitedStatestoservicetherentalfirm'sgrowingEVfleet.In

addition,GMannouncedapushintoholisticchargingservicesthroughitsnewsubsidiary,GMEnergy.

WearebeginningtoseetheimpactfromofaseriesofnewlawsandinvestmentinelectrificationbytheUSfederalgovernment,asbillionsinfundingisstartingtobedisbursed.ItsInflationReductionAct(IRA),NationalElectricVehicleInfrastructure(NEVI)programandCHIPSandScienceActwilltogetherhaveamajorimpactonEVsales,charging

infrastructureandsemiconductorcapacityintheU.S.

1Tobetterreflecttheseandotherdevelopments,weadjustedsomeindicatorsofthecustomersurveyinthefourtheditionoftheIndex.Wereplacedseveral"EVpurchasing"indicatorswith"EVcharging

experience"indicators,including"experienceonchargingspeed"and"convenienceofpubliccharging".Theaimistobetterreflectcustomersatisfactionwiththedevelopmentofcharginginfrastructure.

8EVChargingIndexEdition4

EVmarket:Thesectorremainsresilient

GlobalEVsalespenetrationrates(theshareofEVssoldasapercentageoftotalvehiclessold)reachedrecordhighsinthesecondhalfof2022,hitting15%atthegloballevel.Themarketthereforeappearsrelativelyresilienttoexternalfactors,whileconsumersensitivitytoinputenergycostsandriskshasrecededsincethelasteditionoftheIndex.

EuropeanEVsalesrebound

ThefourtheditionoftheEVChargingIndexshowsthatEVsalesinmajorEuropeancountriesreboundedinlate2022afteradownswinginthefirsthalfof2022.TheunderlyingreasonbehindthisdipwastheenergycrisisandEVdrivers'highlevelofpricesensitivity–ourcustomersurveysin

2021and2022showedthat42%and59%ofparticipants,respectively,regardedcostsasakeyconcernforEVpurchasing.

Backontrack:EVsalespenetrationratesleapedinH22022aselectricitypricesreturnedtopre-Ukrainewarlevels

EVSALESPENETRATIONRATES[H22021toH22022,%]

Europe

2021H2to2022H2

27%

24%

28%

20212022

overalloverall

23%26%

China

20%

25%

29%

16%

27%

4%

Americas

4%

6%

3%

5%

Middle

East

3%3%

6%

2%

4%

Asia

(other)

4%

4%

4%

3%

4%

Globaloverall

15%14%

16%

2021H22022H12022H2

Source:EVVolumes;IHS;RolandBerger

13%15%

EVChargingIndexEdition49

493

France

469

447

364

Germany

Netherlands

UK

Sweden

469

190

447

364

493

JAN

MARMAY

AUG

NOV

JAN

2022

20222022

2022

2022

2023

Germany

Sweden

Netherlands

UK

France

HIGHESTPRICE

197

141

198

122

214

Q4AVERAGE

-58%

-56%

-67%

-26%

REDUCTION

Europeanelectricitypricessoaredtoanunprecedentedlevelinearly2022,significantlypushingupthecostofEVdrivingandunderminingcustomers'confidenceinEVownership.However,oncesupplyanddemandconditions

allowedsomenormalizationofcosts,theEuropeanEVsalesand

penetrationrateinH22022surgedto28%from24%inH12022,higherthaninH22021.

MONTHLYAVERAGEELECTRICITYWHOLESALEPRICES

[EurosperMWh,2022.01to2023.01]

Priceback

toJan'22level,

beforethe

Ukrainewar

190

-57%

Source:DIEMPlatform;RolandBerger

10EVChargingIndexEdition4

Ukrainewarstillhasglobalimpact

InthethirdeditionoftheIndex(H12022),weaskedoursurveyrespondentsabouttheimpactofthewarinUkraineontheirinterestinEVs.Globally,58%expressedconcernsoverfluctuatingenergypricesandtheresultingdiminishingEVtotalcostofownershipadvantages.Inthefourthedition,EVownersseemtohaveadaptedtotheeffectsoftheconflict.Now,only46%overallhaveconcernsaboutthewar'simpact,althoughthedegreeofadaptationvaries.

RespondentsinChinaandtheMiddleEastnowregisterthelowestlevelsofconcern(16%and38%)andsawthebiggestdropssincethepreviousedition.Butwhiletheyalsobothrecordedsharpfalls,aroundhalfof

respondentsinEuropeandtheAmericasstillharborconcernsaboutthe

impactofthewaronEVpurchases.InEurope,thisismostlikelyduetotheproximityoftheconflictandcontinueduncertaintyoverenergyprices.

Thecostofwar:WhileconcernsabouttheimpactofthewarinUkraineonEVadoptionhavefallen,almosthalfofourglobalrespondentsremainwary

：?HastheinvasionofUkraineaffectedyourinterestinEVadoption?

-12%

-3%

-39%

-13%

-26%

-19%

Changein%

ofaffected

participants

Asenergy

pricesfluctuateduetotheevent,ithadsome

impact

Noimpact

atall

46

58

54

42

5148

4952

16

55

84

45

48

61

52

39

38

64

62

36

51

70

49

30

GlobalEuropeChinaAmericasMiddleAsia

overallEast(other)

51%

50%

44%

40%

EVOWNERSFEELINGNOT

ORLESSAFFECTED

US67%

Netherlands51%

UK50%

Spain59%

Germany48%

France47%

Sweden45%

Italy44%

EVOWNERSSTILLFEELINGMILDLY

MOREAFFECTED

53%

52%

55%

55%

Edition3resultEdition4result

Source:2023EVChargingIndexEd.4customersurvey;RolandBerger

EVChargingIndexEdition411

.

+25

5%

Themost

significant

improve-

ment

+6.9%

+125.0%

+5.2%

-0.1%

:

?

Publiccharging:Therising

shareoffastchargersisboostingsatisfactionlevels

TherecentboominEVsaleshasgivenahugeboosttotheglobalEVchargingmarket.Inparticular,publicchargingnetworkshavebeenrapidlyexpanding,whiletheongoingrolloutoffast-chargingtechnologyhastransformed

thestructureofchargingnetworks.Accordingtooursurveyresults,the

combinationofthetwomadechargingEVsatpublicchargingstationsmuchmoreconvenientinH22022thanbefore.Inthissectionwetakeacloser

lookatfastchargingandperceptionsofpublicchargingnetworks.

FastchargingandtheDCchampions

FastchargersacceleratethechargingprocessbyconvertingACpower

(fromthegrid)toDCpower(requiredbythebattery)atthechargingstation

anddeliveringtheDCpowerdirectlytotheEV'sbattery.DCchargersarenowgrowingfasterthanACchargersinpubliccharging.Theyare

especiallyprevalentalonghighways,wheredriverswanttochargeuprapidlybeforecontinuingtheirjourney.

Poweringahead:AllregionssawgrowthinfastDCchargingshareanddensityin2022,withChinaleadingtheway

DCCHARGERDENSITY–#OFDCCHARGERSPER100KM

ROADWAYS[#,2022H1toH2]

2.3

2.7

DCSHAREOFPUBLICCHARGING

INFRASTRUCTURE

[%,2022H1toH2]

Globaloverall

20.4%

21.5%

Europe

19.3%19.5%

+0

2%

.

2.62.9

+13

4%

.

42.3%14.4sufficient

China40.5%+1.8%11.7+22.9%Themost

0.30.3

Americas

22.3%

18.5%+3.8%

0.61.3

14.5%

21.4%

Middle

East

Asia

(other)

2.22.3

22.1%

22.0%

2022H12022H2

Source:EVVolumes;deskresearch;RolandBerger

OursurveyresultsshowagrowingglobaltrendinpublicDCchargersas

wellasDCchargerdensitymorewidely.Chinaisleadingthewayinthe

rollout:ItsshareofDCchargersinpublicnetworksexceeded42%inH2

2022,forexample.Meanwhile,theMiddleEastisarisingDCstar:ItsDCchargersharegrewby7%in2022tomorethan21%,whileitsDCchargingdensityroseby125%to1.3DCchargersper100kilometersofroad.Bothfiguresaresettogrowrapidly.

Customerperceptionsaboutpublicandfastcharging

Unsurprisingly,EVownersarerespondingpositivelytotheexpansionof

publicchargingnetworksandDCfastcharging.Inoursurvey,respondents

fromallfiveregionsshowedhigherlevelsofsatisfactionwiththe

convenienceofEVcharging.Atotalof83%saidthatpublicchargingnetworkswereeasiertoaccessinH22022,comparedwith67%inH12022.EVownersinChina,theAmericasandtheMiddleEastrecordedthehighestlevelsofsatisfaction.

Easeofaccess:Theshareofglobalsurveyrespondentswhothinkpubliccharginghasbecomeeasiertoaccessgrewby16%betweenH1andH22022

Doyouthinkpubliccharginghasbecomeeasieroverthepast6months?

[resultsof2022H1vs.2022H2]

PERCENTAGEWHOFEELITISMORECONVENIENT

(muchmoreconvenient+abitmoreconvenient)

67%61%74%70%76%76%

83%78%93%88%89%87%

27%21%

23%

20%

35%

26%

30%41%

30%

39%

51%

48%

42%

53%51%

44%

45%

45%

46%

47%

48%

48%

42%

42%

28%

22%

24%

16%

17%

20%23%

2%3%

11%2%

12%1%

15%

7%

10%

1%6%

9%

8%

8%

2%10%

0%

GlobalEuropeChinaAmericasMiddleAsia

overallEast(other)

Overallsatisfactionrates:xx%=2022H1xx%=2022H2

MuchmoreconvenientAbitmoreconvenientNodifferenceMoredifficult

Source:2023EVChargingIndexEd.4customersurvey;RolandBerger

12EVChargingIndexEdition4

EVChargingIndexEdition413

:

?

:

?

Whenitcomestopublicchargingspeeds,EVownersinChinaandthe

MiddleEastarethemostsatisfied,witharoundtwo-thirdsofrespondentsinbothregionsagreeingthatspeedsaresufficient.Acrossallregions,themajorityofrespondentsaresatisfied.

Fastenough:MorethanhalfofEVownersthinkpublic

chargingspeedsaresufficient,withChineserespondents

particularlysatisfied

Basedonyourexperience,areyousatisfiedwiththechargingspeed

ofcurrentpublicchargingfacilities?

Global

overall

Europe

China

Americas

Middle

East

Asia

(other)

5%

55%

40%

7%

45%

48%

69%

1%

30%

59%

5%

36%

65%

5%

30%

3%

37%

60%

Idon'thaveanopinionNo,there'smajorroomforimprovementonchargingspeed

Yes,it'sgenerallyfastenough

Source:2023EVChargingIndexEd.4customersurvey;RolandBerger

Customerbehavior:EVownersarebecomingincreasingly

dependentonpubliccharging

AkeypurposeofourChargingIndexistogaugeandunderstandtheshiftingbehaviorsandpreferencesofEVowners.Inthisedition,wefocuson

customerpreferencesinpubliccharging.

Growingrelianceonpublicchargingnetworks

Globally,only10%ofEVownersnevervisitapubliccharginglocation.Morethan30%ofEVownersusepublicchargingservicesthreeor

moretimesaweek.

ChineseEVownersareparticularlydependentonpublicchargingnetworks.Thus,thepenetrationrateinChinais96%,with17%ofChineseEVownersvisitingpubliccharginglocationsmorethanfivetimesaweek–significantlyhigherthantheglobalaverage.

Frequentvisitors:ThevastmajorityofglobalEVownersusepubliccharginginfrastructureatleastonceaweek

Onaverage,howoftendoyouchargeyourEVviaapublicchargingnetwork?

Global

overall

Europe

China

Americas

Middle

East

Asia

(other)

9%

10%

32%

Chinese

32%

4%

47%

17%

onpublic

9%48%34%10%charging

49%

13%

30%

8%

49%

owners

dependmost

8%

39%

10%

43%

6%

35%

10%

50%

Neverorquiterarely

1-2timesperweek

3-4timesperweek

Over5timesperweek

Source:2023EVChargingIndexEd.4customersurvey;RolandBerger

14EVChargingIndexEdition4

EVChargingIndexEdition415

12.7

69.5

71.7

Asia

(other)

Roomforimprovementinpublicchargingsufficiency

Measuringthefrequencyofvisitstopublicchargingnetworksdoesnot

giveusafullpictureofpublicchargingsufficiency.Thisisbetterdoneusingthevehicle-to-public-chargerratio.Oursurveyshowspoorsufficiencyin

regularpublicchargersbutbettersufficiencyinpublicDCchargers.

InChina,theratiosofbothtypesofchargersincreasedinH22022,

indicatingthattheexpansionofpubliccharginginfrastructureinChinaisfailingtokeepupwiththecountry'ssoaringEVsalesandcarparc.EuropeandtheAmericasmanagedtoimprovetheirratios,albeittoalevelstill

significantlybehindChina.

Upsanddowns:Whilevehicle-to-public-chargerand

vehicle-to-DC-chargerratiosareimprovinginEuropeand

theAmericas,theyarefallingintheotherregions

VEHICLE-TO-DC-CHARGERRATIO

VEHICLE-TO-PUBLIC-

CHARGERRATIO

Global

overall

2022H1

14.6

2022H2

15.9

2022H1

118.3

2022H2

105.7

Europe

18.4

17.6

149.8

120.2

China

6.0

7.1

14.8

16.7

Americas

16.5

14.6

112.0

66.6

Middle

East

9.4

17.6

130.2

192.0

8.9

Thelowertheratio,thebetterthesufficiency

Formula=EVcarparc/charger#

BettersufficiencyLowersufficiency

Source:EVVolumes;RolandBerger

16EVChargingIndexEdition4

Rangeanxietystillasignificantproblem

Duetocustomerdependencyonpublicchargingandgenerallypoor

chargersufficiency,rangeanxietystubbornlyremainsaproblemfor

EVowners.Forexample,oursurveyshowedthatmorethanhalfof

customersexpectEVstomanageatleast500kilometersonafull

charge.Overall,56%ofrespondentssaidtheirrangeanxietywashighorveryhigh.AsianEVdriverstendtobethemostanxiousaboutrange,Europeanstheleast.

Farfromresolved:Rangeanxietyisaparticularproblemin

Asiancountries,withEuropeanEVdriversmorerelaxedaboutfindingtheirnextchargingstation

China

Asia(other)

Asia(other)

Americas

MiddleEast

Europe

Europe

Europe

Europe

Europe

China

SouthKorea

Singapore

USA

Qatar

Germany

France

Italy

UK

Netherlands

DEGREESOFRANGEANXIETYAMONGGLOBALEVOWNERS

46%

33%

1%20%

49%

21%

2%29%

46%

24%

3%28%

46%

22%

4%28%

37%

31%

8%24%

18%

5%

41%

36%

5%

41%

15%

38%

38%

7%

17%

38%

18%

46%

27%8%

18%

49%

27%7%

%ofveryhigh&high

79%

70%

70%

68%

68%

59%

56%

55%

35%

34%

LowMildHighVeryhigh1

1Examplesofrangeanxiety:"veryhigh"–ownersdemandEVrangeabove700km,

"high"–500-700km,"mild"–300-500km;otherexamplesincl.EVowners'satisfactionaboutpublicchargersufficiency,chargingspeed

Source:2023EVChargingIndexEd.4customersurvey;RolandBerger

EVChargingIndexEdition417

:

?

Wherepeopleliketocharge

Intermsofwheretocharge,destinationpublicchargingisthepreferredoption.Accordingtooursurvey,workplacechargingisthemostpopularoverallchoiceoflocation(26%),followedbyshoppingcenters(20%).

Hotelsandresorts(11%)arealsogaininginpopularity.Highwaycharging(15%)istheleadingnon-destinationlocation.

Location,location,location:Chargingatso-calleddestinations(workplace,shoppingcenters,etc.)accountsformostpublicchargingusage

Howoftendoyouusethefollowingpubliccharginglocations

(besideshomecharging)?

Global

overall

26%19%11%15%14%14%1%

Europe

24%20%11%15%16%14%1%

32%16%12%16%12%13%0%

China

Americas

26%19%12%16%13%13%1%

27%17%12%17%13%13%1%

Middle

East

Asia

(other)

26%16%12%15%14%15%1%

Workplace(e.g.,parkinglotsnearoffice)Parkinglotsatshopping/retailcentersParkinglotsofhotels/resorts

Communityparkinglots

Chargingpointsalonghighways

Municipalstreet-sidechargingareaOther

Source:RBonlinesurvey2022

18EVChargingIndexEdition4

Brandedcharging:Increased

regionalizationofOEMs'EV

charginginfrastructurestrategy

Keydifferentiationbetweenmarketchallengers

andmarketdefenders

GlobalsalesofEVsarerisingfastandthepenetrationrateisforecast

tosurpass50%by2030.Especiallyinthepremiumsector,thedriving

forcebehindthisrapidexpansionisasmallgroupofEVmanufacturers

(NTOs–newtransformativeornewtechnologyOEMs)thathavea

three-yearCAGRofaround71%.Meanwhile,conventionalpremiumbrandshaveunexpectedlyfallenbehindintermsofcapturingmarketshare.

Growingapart:Themajorconventionalpremium-brandOEMsarefallingbehindleadingnewtechnologyOEMsinglobalEVsales

[2020-22,munits]

1.8

5newtechnologyOEMs

(Tesla,LiAuto,NIO,XPENG,Rivian)

1.2

1.2

CAGR2020-22:71%

0.9

13leadingconventionalOEMs

0.60.6

(BMW,Mercedes-Benz,Audi,Volvo,LandRover,Cadillac,Infinity,...)

CAGR2020-22:39%

202020212022

Source:IHS;RolandBerger

OneofthemainwaysthatNTOsdifferentiatethemselvesisbyproviding

brandedchargingnetworks,givingcustomersaseamlesscharging

experience.Forexample,Teslanowoperatesaround45,000superchargersworldwide,whileNIOhas13,000,plus1,300batteryswaplocationsin

Chinaalone.

Oursurveyresultsshowthat42%ofpeoplewhoownNTObrandsare

satisfiedwiththeircurrentchargingexperience,comparedtojust34%ofthosewhoownconventionalpremium-brandEVs.Inaddition,morethan

EVChargingIndexEdition419

70%ofpremium-brandEVownerssaythattheexistenceofanown-brandnetworkwouldsignificantlyinfluencetheirdecisiontobuyfromthatbrand.

TheUnitedStates:Increasedstandardization

OEMsaroundtheglobearepushingtheEVtransitionanddeveloping

theirownbrandedchargingnetworks.However,wecanobservedifferentstrategiesindifferentregions,drivenbydistinctcustomerdemandsandvaryingcompetitivedynamics,plusthefactthatdifferentregionsareatdifferentphasesofthetransitiontoelectricvehicles.

IntheUnitedStates,forexample,EVsaleshavegrownfast,ataround

55%in2022,yetthepenetrationrateofEVs,atapproximately6.8%,stilllagsbehindthatofEuropeandChina.USOEMsnowseestandardizationofthechargingtechnologyasthekeydrivertospeeduptheEVtransitionandareaddressingcomplaintsfromtheirclientsaboutthepoor-qualitypublicchargingnetwork.

ThecompetitionbetweentheNorthAmericanChargingStandard(NACS)

usedbyTeslaandtheCombinedChargingSystem(CCS),historicallybackedbyotherconventionalOEMs,hasreachedatippingpoint,withFordandGM,andlaterOEMssuchasVolvo,PolestarandRivian,andCPOplayersincludingBlinkandElectrifyAmerica,announcingagreementsunderwhichtheir

vehicleswillbeabletoaccessTesla'ssuperchargernetwork.SAEInternationalhasalsoannounceditwillexpeditetheprocessfortheNACSplugtobecomeastandardbytheendof2023.ThisstandardizationwilllikelyfurtherdriveupEVpenetrationintheUnitedStates.

China:DifferentiationintheEVmarket

Thevaluepropositionofbrandedchargingisquiteadifferentstoryin

China,whereEVpenetrationisrelativelyhigh,ataround28%andgrowing.ForChineseOEMs,brandedchargingcanactasakeydifferentiatingpointintheirEVstrategy,enablingthemtopromoteauniqueEVbrandimage,

offerexceptionalcustomerexperienceandshowcasecutting-edge

technology,suchassuperfastcharging.

LeadingNTOsinChinaofferalevelofserviceintheirbrandedcharging

networkthathasneverbeenseenbefore,includingvariouscharging

options(fromfastchargingtoswapping),differentlocations(from

shoppingcentersandofficebuildingstohighways)andpremiumservices(fromvaletchargingtodiscountsinnearbystores).Anothercommonsalestacticistoofferusersafreechargingquotaforacertainperiodoftimeinthebrandedchargingnetwork.TocatchupwithChina,manyglobalOEMs,includ