Uscale Survey: Ad-hoc Charging Unpopular - EnBW Leads, Manufacturers Catch Up

In a survey conducted by the market research company UScale from Stuttgart among 2,800 e-mobilists in the DACH region, contract-bound providers continued to dominate. The 2023 Charging Service Provider or eMSP study also showed that public charging continues to play a significant role. On average, 37% of the charging electricity is charged (semi-)publicly. Unlike refueling, E-car drivers can freely choose from which provider they buy the electricity at the charging station, regardless of the operator of the charging station. They rarely rely on just one option and conclude contracts with multiple providers. On average, E-car drivers who charge publicly actively use 3.2 providers, according to the market researchers.

Among the public charging electricity providers, the study identifies two clear winners (page 6): EnBW mobility+ and its partner offer ADAC eCharge lost market share but are still the most used provider in the German-speaking region with a 33% market share. However, vehicle manufacturers were able to significantly increase their market share compared to the previous year and now collectively hold a 32% market share. The remaining 35% of the market is shared by all other energy suppliers, charging roaming providers, charging station operators, retailers, oil companies, and others.

Over 1,000 charging current providers in Germany alone

In the market for (semi-)public charging current providers, a multitude of providers are jostling for position, according to analysts. Experts estimate the list of providers in Germany alone to be over 1,000. Long-term, the market volume for car charging current in the public sector in Germany is estimated to be around €20 billion per year. So, there is a lot of money at stake. With the expansion of charging infrastructure and the expected market entry of additional providers, the competition for charging customers will continue to intensify in the coming years. The goal of charging current providers is to find the right combination of coverage, convenience, and price in this still young market in order to retain customers.

The primary reasons for choosing the preferred eMSP (e-Mobility-Service-Provider) offer last year were domestic network coverage, the reliability and availability of the charging offer, and the lowest DC fast-charging rate (page 7). Despite the significantly increased electricity prices, the willingness to switch among users was comparatively low: only 21% switched their provider. The significant price increases over the study year had the greatest impact on the switching decision: 70% of switchers cited the high DC rates as the reason for changing providers.