Ref: 220-22-07.1

July 2022

EV Infrastructure

Is the US effectively
deploying EV infrastructure?
10-minute InsightOver 10 million EVs will be shipped in the US over the next 5years, which require both private and public charging
infrastructure to function.
Based on SBD's data, ICE consumers in the US are the mostconcerned about the transition to EVs.
In this insight we explore the current and planned rollout
of EV infrastructure in the US and what does this meanfor future EV sales, for both consumers and OEMs.
The USA is used as a case study, but the analysis can beprepared for other regions, considering their specificdeployment strategy and EV market penetration.

Target audience
Product planning / Strategy

Focus market(s)USA

Legal / Marketing / Engineering1

What is happening?
Public EV Charging Station deployment EV*

Planned initiatives on US EV infrastructure$7.5 billion for
EV charging
network
Best practices for planning EV
charging networks and tips tonavigate federal funding andfinancing.

EV volume forecast**

Funding to build a
network of 500,000
chargers.

OEMs publicly announcing 2022 sold-out EV
production in the USKey takeaway
OEMs, US government and Charge
Point Operators (CPOs) are underpressure to provide adequate EV
charging infrastructure. However,
deployment requires a better
understanding of consumer needs at
a local (state or city) level.
• Charging point deployment in the US
is concentrated in coastal areas,
however, the next 5 years will see a
considerable increase in EV sales in
the interior states, as charging
infrastructure evolves.

• To support this, the US government
has committed $7.5 billion to EV
infrastructure.
• As additional battery manufacturingfacilities are set up, supply chainpressures will be eased, and vehicle
production will increase.
• Note – charging infrastructure data
covers only public charging
infrastructure, private or homecharging is not included here.

** Data from EV Volumes* Heat map based on SBD’s EV Charging & Infrastructure Guide (Ref: 217) and web-based Location Analysis Platform2

Why does it matter?
Top 5 barriers to purchase among ICE

How likely ICE owners are toowners considering purchasing an EV*

consider buying an EV*

There are not enough places tocharge an electric car

42%
28%

The range an electric car willtravel on a single charge is tooshort40%

The amount of time added to atrip if you have to recharge

30%

I don't know where I can charge
and how much it will cost

28%

Yes, definitely
32%

The cost of charging an electric
car at home

24%

The cost of charging an electric
car when you're away from home

23%

Electric cars cost more than asimilar petrol/diesel car

22%

Service and maintenance costs
are higher than petrol/diesel

20%

The tech has not developed
enough yet

20%

I don't know if the charging
stations would work correctly60%

Not sure
Probably not
Reaching most of thisaddressable market
will require resolving
the main barrier* - Data based on SBD’s Overcoming Barriers to EV adoption (Ref 208)

Access to charging infrastructure
and charging are key barriers foradoption in the US. Focusing onthese should be a priority to drive EVadoption.

• SBD asked over 1,000 ICE owners in
the US that qualified as ‘EV
Considerers’ about the main drivers
and barriers for purchasing an EV.
• While progress has been madedeveloping the charging infrastructure
and only one in five EV owners claim
charging infrastructure to be a barrier,the lack of infrastructure, either
actual or only perceived, is clearly akey barrier to EV ownership.

21%

Definitely not
10%

17%

Yes, probably

Key takeaway

9%• Focusing only on the barriers alone is
not enough. A perception change isrequired to help push consumers
towards adoption, as it prevents
making psychologically “easy”
excuses for not buying an EV.

USA3

Where next?
Key takeaway

Consumerfrustration

FutureOutlookFCEVse-fuels

Budget forEV
infrastructure

EVproduction
ramp up

EVcharging
pointbalance

1

Consumers will get frustrated
as they want both vehicles
and infrastructure now

2

Money for EV infrastructure projects
to be released to companies andlocal authorities to start deploying
projects

3

EV production to become primary
focus for all major OEMs

45

1-3yrs3-5yrsEV infrastructure is deployed across theUS, addressing charging concerns for amajority of the population

Other methods for propulsion to beexplored in earnest (Fuel-cells, e-fuels)

In the long-term, EV infrastructure
will be available to most consumers inthe US. However, in the short- to midterm, it is in the OEMs’, government,and CPOs’ best interest that theinfrastructure is deployed efficiently
and in consideration of local needs toaddress consumer frustration.
• The current low EV supply (comparedto underlying demand) will give
governments, CPOs and OEMs sometime to deploy infrastructure and be
ready ahead of an EV-production rampup.
• Charging issues have become more
prominent, with concerns about‘highway charging’ and vehicle range
increasing in prevalence. This willcontinue until infrastructure is deployed
and public perceptions change.

• As awareness of the environmental
impact of EVs spreads and innovation inbattery technology slows, public andprivate entities will shift their focus toalternative propulsion methods

>5yrs
4

Who to watch out for?
Key takeaway

Public power
capability in the US
[kW]

Tesla

Electrify America

Charge Point

EVgo

Shell Recharge
Solutions

2,604,750

647,017545,469

136,418

61,157

Number of charge
points in the US[kW]

22,402

3,487

60,3932,502

2,872

Maximum AC power
offering in the US
[kW]

48

765

729

Operates as aneMSP [Y/N]

YY

YYY

Offers B2C
services? [Y/N]

YYYYY

Subscription[Mandatory /Optional / No]

No

Optional

No

Optional

No

Announced OEM
partners

Tesla. But hasannounced opening
charging to other
OEMs

Hyundai, Kia

BMW, Cadillac, Fiat,
GM, Honda, Hyundai,
Jaguar, KIA, Land
Rover, Mercedes- BMW, GM, Hyundai,Benz, Mitsubishi
Kia, Nissan, Subaru,Motors, NIO, Nissan,Tesla, Toyota
Polestar, Chevrolet,Smart, Toyota,
Smart, Volkswagen

SBD has identified the 5 CPOs withhighest charging capability in the US.
CPOs are expanding their charging
capacity and partnering with OEMsto allow end consumers a broader
access to EV infrastructure.
• There are hundreds of companies andseveral business models in thecomplex charging ecosystem, and we
expect market consolidation withrespect to both, with an increased
focus on efficiency, consumer
experience, and scaling toprofitability.
• CPOs frequently state that theirlargest barrier to market expansion isthe paperwork and long lead times
when working with public authorities.
Working with local governments toreduce this overhead will drive
infrastructure expansion and reducethe cost for all parties involved.

Ford** Data from EV Volumes

5

How should you react?

123Authors
EducateEdward Paez
Specialist

Robert Fisher
Domain Principal

OEMs, governments and CPOs should work
together in educating consumers about
existing charging infrastructure and futuresubsidies for charging.

Related SBD Reports
AnalyseA more nuanced methodology is needed todeploy infrastructure. Deployment goals andKPIs are required at a state and metropolitan
area level. More chargers everywhere is notan efficient nor effective approach.

PlanAs an OEM, plan your future deployment
alongside governments and CPOs to ensure
adequate support and user experience.
Software tools and big data will help you takemore informed decisions.

Ref:208
Overcoming
barriers to EV
adoption

Ref:217
EV Charging &Infrastructure
Guide

Related SBD Consultancy▪ Competitive EV network analysis▪ UX design and assessment▪ SaaS tools▪ M&A and partnerships analysis▪ Strategic Advisory

Interested in finding out more?
Most of our work helps clients go deeper into new challenges andopportunities through custom projects. If you would like to discuss recent
projects we’ve completed relating to EV infrastructure, please contact us.
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