Gas Station Monuments to Include Electricity Pricing
- ORGEL
- Jan 13
- 2 min read
Updated: Jan 24
A core challenge of EV adoption is the roll-out of public EV charging infrastructure. To jolt adoption, it’s critical that the process and system of charging is as similar to regular fueling as possible. By siting EV charging infrastructure at existing gas stations, the public is more likely to view ICE and EV vehicles as substitutes.
A gas-diesel-electricity fueling station model fits neatly into the public’s mindset about transportation. Monument pricing on the corner should indicate the cost per kWh to charge. It should be presented in blue because gas is typically indicated with black, and diesel is green. This strategy is also accommodating to grid infrastructure and the built environment of existing gas stations.
There are challenges to this system though. The display of kWh pricing means the cost will be denominated on a per-unit basis. This generally bars pricing schemes like initiation and idling charges, price changes through the course of a session, and variable pricing based on the charger’s power. This could impact financial success but shouldn’t persist in the mature stages after the effect of scale spreads fixed costs amongst more stations, and momentum amongst EV drivers increases the utilization rates. Some on-site battery capacity could also enable stations to pursue unique procurement schemes with utilities, even if their pricing for customers remains flat.
With the bundle of barriers and causes preventing drivers from switching to EV, every opportunity to lower the hurdles should be explored, so that drivers can take a small simple step across the threshold, instead of making significant changes to their behavior and expectations.
TX Energy Buyers: Easily Compare 100+ energy providers to get your best rate:
Follow ORGEL across multiple platforms:
