Charging Ahead: The Price Shake-Up Hitting EV Drivers

Tesla and NRMA lead with dynamic tariffs and perks, while many networks may need to rethink how they compete for EV drivers

2 Oct 2025

Australia’s electric vehicle charging market is entering a high-stakes transformation, where pricing innovation may matter as much as infrastructure. In recent months, Tesla and NRMA have rolled out new strategies designed to reshape how drivers pay, when they charge, and which networks they prefer.

Tesla’s launch of its V4 Superchargers in September introduced time-of-day pricing aimed at shifting behavior. Off-peak charging for Tesla owners now costs just 35 to 40 cents per kilowatt-hour, while non-Tesla drivers face higher rates around 55 cents. The move rewards brand loyalty while steering traffic to quieter periods, maximizing network efficiency.

NRMA, meanwhile, is retooling its system to keep stations flowing. In August it added idle fees for cars left plugged in after charging finishes and boosted member discounts. The changes are designed to free up bays and fund coverage in regional areas, where reliable charging is crucial but costly to maintain.

Australia’s charging footprint has expanded strongly in 2025, with new public fast-charging sites being added across the country. Carloop reports around 8.5 percent growth in Q2 2025, though independent verification of this figure is limited. With demand rising and energy prices volatile, many networks may need to explore smarter models that balance affordability with financial sustainability.

Analysts say the shift is as much about loyalty as economics. Membership perks, discounts, and dynamic tariffs are increasingly seen as key levers of competition. Ampol, which currently operates about 180 charging bays across 69 sites, may be expected to experiment with similar strategies as its network grows.

Still, not all observers are convinced. Consumer advocates, including groups such as Choice, warn that complex tariffs could confuse drivers and raise fairness concerns, especially in rural regions where options remain limited. Supporters counter that these measures will reduce bottlenecks, improve access, and accelerate EV adoption by making public charging more reliable and financially sustainable.

What’s clear is that Australia’s charging market is charging ahead quickly. For drivers, the changes promise more options and smarter deals. For networks, the challenge is designing models that win loyalty while keeping pace with growth. The next few years will decide which players set the benchmark in this electrified contest.