Dynamic pricing comes to public charging


Dynamic pricing at public EV chargers is quietly reshaping electric mobility, offering both equity and efficiency benefits. A recent UK trial involving over 110,000 EV users during 'plunge-price' events – at times when renewable energy was abundant – found that a 40% discount increased charging activity by 117%, while a 15% cut still drove a 30% rise. In contrast, green energy messaging alone had little effect.

One striking result: drivers in lower-income areas – many without home chargers – were the most responsive. This suggests dynamic pricing could help bridge the 'driveway divide' by making public EV charging more affordable than petrol for those reliant on shared infrastructure.

Why it matters:
• For drivers: It offers cheaper, fairer access to charging
• For grids: It encourages charging when renewable output is high, reducing strain and curtailment
• For planners: It proves price signals are more effective than behavioural messaging


This isn’t theory – real people respond in real time. As dynamic pricing edges into global practice, its success will depend on coordinated reform across wholesale energy markets, VAT policy and smart charging platforms.

Information inspired by a LinkedIn post by e-mobility and smart-energy use expert, Jan Tore Gjøby.


For a list of the highest-performing EV charging companies, don't miss FleetWise's brilliant, new Trusted Products Guide – a 60-page report celebrating 101 excellent products and services, as recommended by over 400 fleet managers.
To read the report, click here.


Similar Stories

Back to blog