Van Batenburg: Should You Install an EV Charger?

With many companies selling and installing Level II destination chargers for electric vehicles (EVs) at low prices, why would you not offer an electric car customer the convenience of “topping off” their EV? I imagine they can charge their phone, grab a coffee and surf the World Wide Web while waiting at your store, too. 

I have taught EV and hybrid repair classes all over the United States since 2000. My company added EV classes as soon as Chevy and Nissan offered plug-in cars in 2010. 

What do you pay for one kilowatt-hour (kWh) of electricity at your dealership? At many of the dealerships I visit, the number is zero. At some, solar panels on the roof cover their electrical usage, plus extra. And if you rent electrons, that number can be anywhere from 10 cents to 25 cents per kW. I was in Maui teaching at the local college a few years back and the teacher paid about $0.40 per kWh. With that information, you can do the math and see what you will be “giving away!” 

There are over 150 businesses selling Level II charging stations in the U.S. These require a 240-volt single phase power input that can handle 30 to 80 amps of service. The more current (or amps), the faster the EV can charge. Even though these devices are called “chargers,” they are, in reality, expensive extension cords bringing alternating current (AC) to a charger installed in their electric vehicle. The onboard charger changes the AC to direct current (DC) and recharges the car. 

By the way, what is the proper term for the charger — that corded thing we are talking about? It is an EVSE, which stands for electric vehicle supply equipment. But we will continue to call it a “charger,” even though it is not. 

Who makes chargers? ChargePoint has the largest share of Level II charging ports, followed by Tesla’s chargers, then followed by EVgo, Electrify America, Blink, Wallbox and many more. Any licensed electrician who can install a 240 plug should be able to take care of the installation. 

Before you pay for a charger at your store, check with your electricity provider and see if there are any incentives that may offset the cost. Collaborating with charging providers can sometimes also offset installation costs, with providers potentially installing and maintaining chargers in exchange for a share of revenue. 

You can contact the IRS for information on federal tax credits. Your tax professional also can find them for you. Each state has different programs. Check with your state’s Department of Energy.  

Part of the Inflation Reduction Act passed in 2022 offered a tax credit to businesses that plan to install charging stations through the year 2032. 

The location of at least one charger needs to be visible from the street and must be turned on 24 hours a day. Don’t block it with any other cars. I suggest a “pay-for-a-charge” system that you can use for marketing. And you can offer charging for free inside your shop to customers, when their cars are being serviced. 

One way to do that is by having multiple 240-volt outlets within 15 feet of each bay. You can then move a couple chargers around, as needed. This will save you some extra expense. 

As a bonus, here are some non EV-related customer incentives your dealership can offer. In the 15 years of working with the EV aftermarket and over 25 years running my own shop, I can tell you that these work. (Some of them have been used by other shops.) Think of the cost versus benefit of each. 

A shop I know in Wisconsin has a car wash on its property, offering a free car wash with any service. In every shop I visit, there’s a Keurig coffee maker — with coffee always free. The kids often get lollipops. High-end shops may offer breakfast and sandwiches. Some offer ice cream. Northern shops give out ice scrapers. Others hand out free ink pens. Older shop owners even offer a free calendar. What about pint-sized tire pressure gauges, key fobs, sticky notes, bumper stickers and paper floor mats? 

Does all this help your bottom line? Hard to know, but we keep doing it. Oh, and don’t forget baseball hats and T-shirts!  

I’m sure I’ve missed a few more items. When I bought a new Honda Civic years ago, the salesman at that dealership asked me to drive to the rear of the facility and he filled my gas tank. I remember that all these years later! 

Offering EV chargers can create a memorable experience for customers. It also gives them another reason to come back to your dealership for future service. I urge you to consider installing an EV charger at your store. It’s an investment that’s well worth making.