Sainsbury’s launches Smart Charge to build confidence in public EV charging

This initiative establishes Sainsbury’s as the first UK supermarket to fully own and manage an EV charging business end-to-end. The advanced charging technology, provided by Kempower, is central to this venture.

Recent research commissioned by Sainsbury’s revealed that 80% of EV users tend to avoid long journeys due to apprehensions about public EV charging stations, citing issues such as broken chargers (40%), insufficient charging bays (36%), and slow service (33%). Addressing these concerns, Smart Charge will deploy over 750 ultra-rapid charging bays at more than 100 stores by the end of 2024, placing Sainsbury’s among the top five ultra-rapid charging providers in the UK.

The ultra-rapid charging, the fastest available on the market, is yet to be experienced by 32% of EV drivers. Sainsbury’s Smart Charge bays, equipped with 150kW Kempower chargers, promise a full charge in roughly 30 minutes, offering up to 200 miles of range. Some chargers can deliver speeds up to 300kW for vehicles capable of accepting higher rates.

Smart Charge also addresses the issue for the one-third (32%) of EV drivers who dislike waiting at public chargers. Sainsbury’s solution allows customers to utilise the charging time by shopping or grabbing a coffee in-store.

Although 74% of EV users currently rely on multiple charging brands, a significant 94% would prefer a single, reliable brand, prioritising reliability (63%), convenience for long trips (54%), and clear cost awareness (53%).

Sainsbury’s, recognising the need for a dependable EV charging brand in the UK, believes that the convenience, speed, and reliability of Smart Charge will be transformative for EV users. The service, already operational at over 20 stores, offers spacious, 24/7 accessible bays compatible with fully electric vehicles. The expansion of the network, featuring Kempower technology, will be ongoing across the UK.

Patrick Dunne, Sainsbury’s Director of Property, Procurement & EV Ventures, said: “As EV ownership continues to grow, it’s shocking to see that an incredible three quarters of EV drivers still suffer range anxiety, and 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 to be 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. What’s more, they can even grab a coffee or pick up some groceries while they’re there.

“We’re committed to reducing our carbon emissions and reaching Net Zero in our operations by 2035 and offering a national EV charging service forms part of this pledge. Our new charging points are powered by the same 100% renewable electricity that powers the rest of our estate.”

Anthony Browne, Minister for Technology and Decarbonisation for the UK, said: “Businesses play a crucial role in the delivery of EV infrastructure, so it’s great to see Sainsbury’s embracing ultra-rapid technology which will benefit supermarket customers.

“Together with industry we’ve supported the installation of over 52,600 chargepoints across the UK, an increase of 44% from last year.”

Tomi Ristimäki, CEO of Kempower said: “It's great to see a respected and strong brand like Sainsbury's taking a responsible approach to promoting e-mobility and making everyday life easier for EV drivers. We see that increasingly EV drivers want to charge their cars where there are services available. With over 99% charging uptime, we are committed to providing convenience and ease of charging - key words in accelerating e-mobility.”

This service aims to promote electric vehicle adoption in the UK, supporting the transition to a low-carbon economy. Sainsbury’s is moving towards net zero in its operations by 2035 and across its value chain by 2050, with this launch being a significant step in that direction.