Price is the most powerful lever a charge point operator has. Set it too low and every session loses money once energy, grid fees and payment costs are counted. Set it too high and drivers go elsewhere, utilisation falls and the investment never pays back. The right price sits in between and changes over time.
This guide walks through how to build a charging tariff step by step, from your cost floor to the market ceiling, and explains which tariff structures work for AC and DC charging.
- Start from your true cost per kWh, including energy, grid fees, payment and roaming fees, and a share of fixed costs.
- Use the market (nearby competitors and driver alternatives) to set the ceiling.
- Charge per kWh as the main component; use time-based idle fees to keep chargers free.
- Review prices at least quarterly and whenever energy costs change.
Step 1: Calculate your cost floor
The cost floor is the price below which each kWh loses money. It has three layers:
| Layer | What it includes | How to express it |
|---|---|---|
| Variable energy cost | Energy price, grid usage fees, taxes and levies, charger losses | € per kWh |
| Transaction costs | Card processing, payment gateway, roaming hub and eMSP commissions | % of revenue or € per session |
| Fixed cost recovery | Capacity charges, software, connectivity, maintenance, rent, capital repayment | Annual total ÷ expected annual kWh |
Charger losses are easy to forget. DC chargers in particular lose a few percent of energy as heat in power conversion, so you buy more kWh than you sell. The fixed-cost layer also depends heavily on utilisation: at low volumes, each kWh must carry a large share of fixed costs. Our article on EV charging profitability shows this effect with a worked example.
Step 2: Check the market ceiling
Drivers compare. Before you publish a price, look at:
- Prices of other public chargers within a few kilometres, with similar power.
- The driver's alternative: home charging, workplace charging or a fast charger on their route.
- Roaming prices, which drivers see in the apps they already use.
- The value of speed: a 150 kW charger saves time that drivers are willing to pay for.
If your cost floor is above the market ceiling, pricing alone will not save the site. Revisit the location, the power level or the cost structure.
Step 3: Choose the tariff structure
| Structure | Strengths | Weaknesses | Best for |
|---|---|---|---|
| Per kWh | Fair, transparent, matches energy cost | Does not discourage long stays | Most AC and DC charging |
| Per minute | Encourages short sessions | Penalises slow-charging cars | Rarely as the only component |
| Session fee | Covers fixed transaction costs | Unfair for small top-ups | Small add-on to per-kWh price |
| Idle fee | Frees chargers after charging | Must be clearly communicated | Busy sites, especially DC |
| Subscription | Loyalty, predictable revenue | Needs app and account management | Frequent users, fleets |
In the EU, the AFIR regulation requires the ad hoc price at chargers of 50 kW and above to be based on price per kWh, with an optional time-based fee to discourage occupation. Prices must be shown before the session starts. Even outside the EU, per kWh is the clearest basis for drivers.
Step 4: Differentiate where it makes sense
By power
Faster charging costs more to build and is worth more to drivers. Most networks price DC above AC and high-power DC above 50 kW chargers.
By time of day
Time-of-use pricing passes on cheaper off-peak energy and shifts demand away from peaks that drive up capacity charges. It works best when drivers can see the schedule clearly in advance.
By customer group
Fleets with guaranteed volumes, residents of a building or employees may receive contract prices. Keep the difference to ad hoc prices justifiable, especially where non-discrimination rules apply.
By location
Prime motorway or city-centre sites can sustain higher prices than suburban car parks. Treat each site as its own market.
Step 5: Add idle fees carefully
A car that stays plugged in after charging blocks revenue for everyone else. Idle fees, usually per minute after a grace period, solve this. Communicate them on the charger, in the app and at the start of the session. Our guide to EV charging idle fees explains how to set grace periods and rates.
Step 6: Implement and monitor
A tariff is only useful if your systems apply it correctly. Your charging station management system should:
- Model tariffs with separate energy, time, session and idle components.
- Apply different tariffs by site, connector, time of day and customer group.
- Show the same price on the charger, payment page, app and roaming feeds.
- Store the applied tariff with each session so receipts and invoices match.
- Report revenue, kWh and average price per site so you can see the effect of changes.
Common pricing mistakes
- Ignoring transaction costs: small sessions paid by card can lose money if the fixed fee is high.
- Copying competitors blindly: their costs, contracts and utilisation are different from yours.
- Never reviewing prices: energy prices move; your tariff must move with them.
- Hidden fees: surprises on bank statements destroy trust and may break consumer rules.
- Overcomplicated tariffs: if a driver cannot estimate the cost of a charge in ten seconds, the tariff is too complex.
Frequently asked questions
Should I charge per kWh or per minute?
Per kWh is the fairest and most transparent basis, and it is required for ad hoc charging at 50 kW and above in the EU. Per-minute components work best as idle fees after charging ends.
How often should I change my charging prices?
Review prices at least every quarter and whenever your energy contract changes. Announce changes in advance to keep regular customers' trust.
Can I charge different prices to different customers?
Yes, for example contract prices for fleets or members, as long as differences are justified, transparent and compliant with local rules on non-discrimination.
Is free charging a good idea?
Free charging can attract customers to a shop or hotel, but it often leads to chargers being blocked. A low price or a time limit usually works better than a price of zero.
Build flexible tariffs per site, time and customer group and show the same price everywhere drivers look. See Üreticy's pricing and billing features or contact us for a walkthrough.