Charging-as-a-service - how car manufacturers can profit from consumers´ willingness to pay for an exceptional charging experience

Abstract

This investigation aims to identify important levers in the context of electric vehicle (EV) charging that increase current and future EV drivers’ willingness to pay a price premium (WTPP). The research addresses crucial charging needs along the travel journey to derive suggestions for automotive companies on how to build and profit from an exceptional charging experience. The findings reveal that value-creating charging services increase customers’ WTPP, which, in turn, creates the opportunity for additional revenue streams. Further more, an enhanced charging experiences trongly facilitates EV adoption. However, the actual profitability of advanced charging solutions requires further research.