A family of four pulls their Hyundai Ioniq 5 into a roadside stop, plugs in, and sits down to order some food. By the time it arrives, they realize their EV has added enough charge that they can continue their journey. Instead of eating a leisurely meal, they get their grub to go and jump back in the car.
The message of this ad, which ran incessantly on some of my streaming services this summer, is a telling evolution in how EVs are marketed. The game-changing feature is not power or range, but rather charging speed, which gets the EV driver back on the road quickly rather than forcing them to find new and creative ways to kill time until the battery is ready. Marketing now frequently highlights an electric car’s ability to add a whole lot of miles in just 15 to 20 minutes of charge time.
Charging speed might be a particularly effective selling point for convincing a wary public. EVs are superior to gasoline vehicles in a host of ways, from instantaneous torque to lower fuel costs to energy efficiency. The one thing they can’t match is the pump-and-go pace of petroleum — the way combustion cars can add enough fuel in a minute or two to carry them for hundreds of miles. But as more EVs on the market can charge at faster speeds, even this distinction is beginning to disappear.
In the first years of the EV race, the focus tended to fall on battery range, and for good reason. A decade ago, many models could travel just 125 or 150 miles on a charge. Between the sparseness of early charging infrastructure and the way some EVs underperform their stated range numbers at highway speeds, those models were not useful for anything other than short hauls.
By the time I got my Tesla in 2019, things were better, but still not ideal. My Model 3’s 240 miles of max range, along with the expansion of the brand’s Supercharger network, made it possible to road-trip in the EV. Still, I pushed the battery to its limits as we crossed worryingly long gaps between charging stations in the wide open expanses of the American West. Close calls burned into my mind a hyper-awareness of range, which is why I encourage EV shoppers to pay extra for a bigger battery with additional range if they can afford it. You just had to make it there; how fast the car charged once you arrived was a secondary concern. But these days, we may be reaching a point at which how fast your EV charges is more important than how far it goes on a charge.
For one thing, the charging map is filling up. Even with an anti-EV American government, more chargers are being built all the time. This growth is beginning to eliminate charging deserts in urban areas and cut the number of very long gaps between stations out on the highway. The more of them come online, the less range anxiety EV drivers have about reaching the next plug.
Super-fast charging is a huge lifestyle convenience for people who cannot charge at home, a group that could represent the next big segment of Americans to electrify. Speed was no big deal for the prototypical early adopter who charged in their driveway or garage; the battery recharged slowly overnight to be ready to go in the morning. But for apartment-dwellers who rely on public infrastructure, speed can be the difference between getting a week’s worth of miles in 15 to 20 minutes and sitting around a charging station for the better part of an hour.
Crucially, an improvement in charging speed makes a long EV journey feel more like the driving rhythm of old. No, battery-powered vehicles still can’t get back on the road in five minutes or less. But many of the newer models can travel, say, three hours before needing to charge for a reasonable amount of time — which is about as long as most people would want to drive without a break, anyway.
An impressive burst of technological improvement is making all this possible. Early EVs like the original Chevy Bolt could accept a maximum of around 50 kilowatts of charge, and so that was how much many of the early DC fast charging stations would dispense. By comparison, Tesla in the past few years pushed Supercharger speed to 250 kilowatts, then 325. Third-party charging companies like Electrify America and EVgo have reached 350 kilowatts with some plugs. The result is that lots of current EVs can take on 10 or more miles of driving range per minute under ideal conditions.
It helps, too, that the ranges of EVs have been steadily improving. What those car commercials don’t mention is that the charging rate falls off dramatically after the battery is half full; you might add miles at lightning speed up to 50% of charge, but as it approaches capacity it begins to crawl. If you have a car with 350 miles of range, then, you probably can put on 175 miles in a heartbeat. (Efficiency counts for a lot, too. The more miles per kilowatt-hour your car can get, the farther it can go on 15 minutes of charge.)
Yet here again is an area where the West is falling behind China’s disruptive EV industry. That country has rolled out “megawatt” charging that would fill up half the battery in just four minutes, a pace that would make the difference between a gasoline pit stop and a charging stop feel negligible. This level of innovation isn’t coming to America anytime soon. But with automakers and charging companies focused on getting faster, the gap between electric and gas will continue to close.
Energy Secretary Chris Wright.Jesus Vargas/Getty Images
