UK | Sainsbury’s has launched Smart Charge, a brand-new, dedicated EV charging business that will give drivers access to ultra-rapid EV charging points across its stores. This bold move illustrates the retailer’s commitment to the EV industry while providing an exciting new service for drivers.
In new research commissioned by Sainsbury’s, 80 percent of EV users admitted to avoiding long journeys because of not wanting to charge at public EV charging stations, describing the main frustrations as chargers being broken (40 percent), not enough charging bays (36 percent) and speed of service (33 percent). Designed to mitigate these frustrations, Smart Charge will initially feature over 750 cutting-edge ultra-rapid charging bays rolled out across more than 100 stores by the end of 2024, putting Sainsbury’s in the top five providers of ultra-rapid charging in the UK.
Ultra-rapid is the fastest type of EV charging currently available on the market, but a third (32 percent) of EV drivers surveyed said they have yet to benefit from using it. Designed to be extremely speedy, reliable and easy to use, Sainsbury’s 150kW Smart Charge bays allow users to fully charge their vehicle in as little as 30 minutes, providing enough power to travel up to 200 miles. Many chargers can also charge even faster if a driver’s vehicle battery accepts higher charger speeds, up to 300kW.
Smart Charge also offers the perfect solution to the one-third (32 percent) of EV drivers who expressed frustrations at waiting with nothing to do with public chargers. With Smart Charge, customers can make the most of the speedy service and the option to pop into a Sainsbury’s store to pick up some groceries or grab a coffee while waiting.
While 74 percent of EV users currently use multiple EV charging brands, 94 percent said they prefer to use just one trusted and reliable brand. When asked why, the top reasons included reliability (63 percent), convenience when planning long trips (54 percent) and awareness of cost upfront (53 percent).
Recognising the desire for a trusted EV charging brand in the UK and the benefits for customers of being able to charge their vehicles while doing their shopping, Sainsbury’s believes the convenience, speed and reliability of Smart Charge will represent a game changer for EV users.
Already available at over 20 Sainsbury’s stores, Smart Charge offers spacious, accessible bays open 24 hours a day, 365 days a year, compatible with fully electric vehicles. New charging hubs will be regularly added to the Smart Charge network throughout the UK.
Patrick Dunne, Sainsbury’s Director of Property, Procurement and EV Ventures, said that as EV ownership grows, it was shocking that an incredible three-quarters of EV drivers still suffer range anxiety. Many have avoided journeys as a result.
“With our new network of easy-to-use and reliable charging points conveniently located in our supermarkets, Smart Charge will make a real difference to EV drivers in the UK. As one of the few providers focusing exclusively on cutting-edge ultra-rapid 150kW+chargers, customers can be in and out in as little as half an hour and avoid waiting longer with less powerful alternatives. Moreover, they can even grab a coffee or pick up some groceries while there," said Dunne.
“We’re committed to helping to reduce carbon emissions, and offering a national EV charging service forms part of this pledge. Our new charging points are powered by the same 100 percent renewable electricity that powers the rest of our estate.”
Anthony Browne, Minister for Technology and Decarbonisation, said that businesses play a crucial role in the delivery of EV infrastructure, so it was great to see Sainsbury’s embracing ultra-rapid technology, which will benefit EV drivers.
“Together with industry, we’ve supported the installation of over 52,600 charge-points across the UK, an increase of 44 percent from last year,” said Browne.
Smart Charge is the first EV charging business wholly owned and managed end-to-end by a UK supermarket. As of today, Smart Charge is available at around 200 ultra-rapid charging bays at just over 20 Sainsbury’s locations. Kempower provides state-of-the-art charging technology and equipment.
The service is intended to help advance the uptake of electric vehicles in the country, supporting the UK’s transition to a low-carbon economy. The launch represents another step in Sainsbury’s ambitious commitment to achieving Net Zero across its value chain by 2050.
