EV DRIVERS PREFER TO DRIVE LONGER TO AVOID BAD CHARGING EXPERIENCES

• With charging infrastructure exceeding demand in some markets, Charge Point Operators (CPOs) that don’t prioritise experience may struggle to maintain utilisation.
• Six in ten (59%) European EV drivers would travel further to get a better charging experience.
• Range confidence is the new reality: More than half of EV drivers across Europe (56%), China (73%) and the U.S. (69%) worry less about range than they did a year ago.

London: Greater emphasis is being placed on the quality of the overall charging experience, according to new research from the 2024 Shell Recharge Driver Programme.

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 U.S. (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.

David Bunch, Global Executive Vice President of Shell Mobility commented: The willingness to drive further for a better charging experience shows the value consumers place on reliability and efficiency.

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 U.S. (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,” Bunch continued: “Charging time is precious time and this is a huge opportunity for the industry to help accelerate the transition to electric mobility.”

The 2024 Shell Recharge Programme also found that:

• The majority of EV drivers surveyed in Europe (97%), USA (82%) and China (90%) now say that their EV is their main (or only) vehicle.
• A growing second-hand market is further bolstering demand for charging services with non-EV drivers who would consider an EV as their next vehicle in Europe (65%) and the USA (71%) saying they would consider a second-hand EV.
• In each region surveyed, EVs were more likely to be fleet vehicles when compared to internal combustion engines (ICE): in Europe (35% EV vs. 24% ICE), in the USA (54% EV vs. 20% ICE) and in China (42% EV vs. 33% ICE)

The research also revealed a notable increase in EV drivers range confidence in the last year.

Promisingly, more than half of EV drivers across Europe (56%), China (73%) and the U.S. (69%) worry less about range than they did a year ago, according to the data.

The data also showed the experience of driving an EV exceeded expectations when comparing current and prospective drivers; with only 23% of European EV considerers expecting to enjoy driving an EV, whereas 67% of EV drivers stating the driving experience was a main benefit for them.

This was also true of drivers in China (24% expect vs 35% reality) and the U.S. (17% expect vs. 36% reality).

Bunch stated: “Improved range confidence has become a gateway to a newfound freedom and EV drivers now feel empowered to explore new routes and destinations.

The reduced range anxiety has transformed their overall experience, allowing drivers to focus on the joy of the journey.”

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.

To find out more about the trends, challenges, and opportunities as we accelerate towards mass EV adoption, please download the Shell Recharge Driver Programme 2024 (PDF)

Notes to editors

About the research:

• Interviews for the 2024 Shell Recharge Driver Programme were conducted in April 2024 using an email invitation and an online survey with our research partner Strive. 
• We sampled a total of 24,179 BEV or PHEV drivers across Europe, including in Germany (9,397 respondents), the Netherlands (7,089), the UK (4,815), France (1,399), Belgium (1,349), Austria (82), and Switzerland (48). For the first time, we also surveyed EV drivers from the USA (1,500), and China (1,500).
• A total of 6,517 non-EV drivers were surveyed this year. The national breakdown is as follows: Germany (1,302), the Netherlands (1,082), UK (1,072 respondents), USA (1,000), China (500), France (409), Belgium (401), Switzerland (376), and Austria (375).
• Respondents were sourced from Shell Recharge’s customer databases (21,679) and consumer access panels (5,500). 

About Shell Mobility:

Shell is one of the world’s largest mobility retailers with more than 47,000 Shell-branded mobility locations in more than 80 markets.

With Shell Recharge being present in more than 30 countries, we are also one of the largest EV charging companies globally in terms of country reach.

Every day, around 33 million customers visit our mobility locations for an evolving range of quality fuels, including electric vehicle charging, and convenience and non-fuel products and services.

Shell currently has around 60,000 public charge points at retail sites, forecourts, on-street locations, mobility hubs and destinations like supermarkets, which it expects to increase to 200,000 by 2030.

About Strive:

Strive Insight is a London based market research and insight consultancy and is part of the New York based Radius group.

Founded in 2015, Strive conducts a wide range of market research projects for major multi-nationals around the world, with a focus on delivering commercial opportunities for its clients using custom research approaches coupled with innovative and creative design outputs.

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