How to offer competitive rates at ultra-fast charging hubs

17-11-25

The importance of offering competitive pricing in ultra-fast charging

The transition toward electric mobility is transforming the way energy and pricing are managed at ultra-fast charging hubs. One of the main challenges for operators is maintaining competitive rates in an environment where energy costs are constantly changing.

According to an analysis by Mobility Portal (September 2025), ultra-fast charging prices in Europe show significant differences between countries due to market conditions and the sources of electricity generation.

Country	Ultra-fast price (€/kWh, excluding VAT)
France	0.42 €
Poland	0.55 €
Belgium	0.60 €
Germany	0.62 €
Netherlands	0.63 €
Italy	0.66 €
Luxembourg	0.67 €
United Kingdom	0.78 €

France leads with the lowest rate (€0.42/kWh), while the United Kingdom reaches €0.78/kWh. These differences reflect how the structure of energy costs and operational management directly influence the competitiveness of operators.”

Challenge: balancing costs, profitability, and user appeal

Ultra-fast charging hubs involve significant investments in high-power equipment, maintenance, and connection to medium- or high-voltage grids.
This can translate into higher final prices for the user if smart pricing strategies are not applied.

The key is to implement systems capable of dynamically adjusting prices according to the energy context and demand, maintaining profitability without losing competitiveness.

Smart Pricing: intelligence to optimize prices in real time

To address this challenge, EVcharge has developed the Smart Pricing module, a solution that enables dynamic, intelligent, and sustainable pricing at charging points.

How does Smart Pricing work?

Smart Pricing analyzes and combines multiple variables in real time, such as:

Energy cost from the grid
Local solar production or self-consumption
Charger occupancy and demand patterns
State of charge of the hub’s batteries

Using an artificial intelligence algorithm, the system generates SMART rates and personalized promotions that operators can approve and publish directly in the EVcharge app, ensuring competitive and profitable pricing.

Benefits of Smart Pricing for hub operators

Implementing Smart Pricing provides key strategic advantages:

Optimizes profitability by adjusting prices to the real cost of energy.
Increases charger occupancy during off-peak hours or low-demand periods.
Integrates renewable sources such as solar energy, reducing operating costs.
Improves decision-making thanks to data analysis and consumption patterns.
Builds user loyalty with intelligent, transparent, and personalized pricing.

With Smart Pricing, charging hubs become flexible energy ecosystems capable of competing even in the most demanding markets.

Coupons and subscriptions: the new era of personalized pricing

In addition to the Smart Pricing module, EVcharge includes a powerful loyalty tool: discount coupons and subscriptions.

Operators can offer exclusive or discounted prices to their customers, managing promotions directly from the EVcharge platform.

Real example:

At the Low Cost Supercharger ultra-fast hub in Tarragona, users can charge at up to 180 kW from just €0.19/kWh, a rate that is visible and can be activated directly from the EVcharge App.

Advantages for owners:

Attract new users with promotions visible in the app.
Create exclusive rates for recurring customers.
Adjust prices based on hours, days, or special events.
Strengthen loyalty and brand positioning.

Conclusion: technology and strategy for smarter pricing

Offering competitive rates at ultra-fast charging hubs does not depend solely on energy costs, but on the ability to adapt to the market in real time.

With Smart Pricing and discount coupons, EVcharge empowers operators to: