Electra, what are you doing with variable pricing?

“Great news,” announces Electra’s charging network triumphantly to all registered users on its app. The good news, according to the notification, is the introduction of a new “variable rate based on the time of charging.” It adds that “charging during off-peak hours costs less. Another simple way to save on every charge.” In reality, no savings are actually achieved. On the contrary: it’s a bit of a rip-off. This is what two readers, Andrea and Paolo, pointed out after “decoding” the network’s confusing information, which relied on a handful of references to different sections of the Electra website. What transparency! To contact us: info@vaielettrico.it.

Is it cost-effective? Only from 11 a.m. to 3 p.m.

"Dear Vaielettrico editorial team,

I am writing to bring to your attention a situation, unfortunately not surprising, related to the activation of the variable-rate tariff on the Electra network in Italy, which is now in effect starting today, October 26.

Upon analyzing the costs (see attached file), it is evident that higher prices are charged compared to the previous 0.49 euros per kWh across all time slots, with one exception: the period from 11 a.m. to 3 p.m., where the rate is 0.44 euros (incidentally, this was also the price under the Smart pre-paid tariff).

One wonders what basis they used to set the prices: I understand it at the higher end, but usually at night the price drops compared to competitors’ rates... 54 cents isn’t too much for charity, but it’s not exactly a great deal either.

When will we see pricing that is truly clear, simple, and most importantly beneficial for electric vehicle owners? — Andrea Mestriner

These increasingly complicated pricing mechanisms

"Given that I charge very rarely, this ‘newness’ doesn’t change my life or complicate it, but I’m worried it might give ammunition to those who view public charging as complicated with too many variable pricing factors. Out of curiosity, I checked the app and saw the price was 0.64 this afternoon and 0.79 tonight."

Electra writes to me: “Great news: starting today, dynamic pricing is active across the entire Electra network in Italy. Prices now adjust based on demand, so charging during off-peak times costs less. Another simple way to save on every charge. Check the app before charging. There you’ll find always-updated prices, time slots, and the most affordable station near you.” Details: https://intercom.help/go-electra/it/articles/16918336-i-prezzi-variabili“. Paolo

On-the-ground check: a hefty price hike (and more)

Response – It’s all true, alas: we’ve received the same message as well. But as long-time subscribers, we were given this extra benefit: “As an Electra+Smart subscriber, your discount applies in addition to off-peak prices, so you can top up starting at just €0.44/kWh. Check the app before each top up. There you’ll find always-updated prices, time slots, and the most affordable station near you.”

And during off-peak hours? What rate would we have paid?

To understand this, we open our Electra app and here we find the first surprise: we can only log in as guests because our account has disappeared along with our Smart subscription. We try to ask for an explanation from customer support. But Electra does not offer a live operator service. The only alternative is to send a written request to the email address help@go-electra.com. And here is the beginning of the reply: “Hi! You’re talking to Tom, Electra’s AI agent.” After that, Tom informs us that “the rate remains fixed, and the discount provided by your Smart subscription (0.20 €/kWh) is applied directly to this rate. So, there are no variable time-based rates: you will continue to enjoy a fixed discounted rate according to your plan.” The subscription in question (apparently the same as Andrea’s) costs 4.99 euros per month and includes a 20-cent discount on the rate.

A standard consumption rate. At the time of subscription, it was fixed at 0.69 euros/kWh. So 0.49 euros for all HPC charging up to 300 kW. According to “Agent Tom’s” response, we’re under the illusion that we’ll continue to pay the same amount.

Not entirely convinced, however, we decide to conduct a field test. By using the Auto Charge feature that bypasses the app. The result? We’re charged 0.59 euros/kWh. That’s a 20-cent discount on the new variable rate, which at that time (7:10 PM on 26/10) was €0.79/kWh.

For Smart subscribers, charging is more expensive 20 hours a day

In summary: as can be seen from the image below taken from Electra’s website, the new variable rates fall within:

the high end of the market during peak hours (8 in total);

in line with competitors during “average” hours (12 in total);

the mid-low range only during the four most affordable hours (from 11 to 3 PM).

For existing Electra+Smart subscribers, the savings amount to 5 cents/kWh compared to the previous rate only during the 4 low-cost hours. However, the cost increases by 5 or 10 cents/kWh for the rest of the day. Calling it a slight hike is putting it mildly.

With confusing — and even misleading — communications, issues with customer support, and the unexplained account outage, it’s hard not to wonder where the initial innovative drive of this French charging network has gone.

READ ALSO: The 0.39 euro surcharge? “Here’s how it came about” and watch the VIDEO

Previous Article

Fresh fish in the Netherlands delivered by electric vehicle

Next Article

Bonus for charging stations: funds depleted due to 16,000 requests