How to Define your EV Strategy: Revenue Generating, Revenue Neutral, or a Strategic Amenity (Part 1)

EV charging strategies start with a clear goal: generate revenue, achieve cost recovery, or enhance your property as an amenity. 

From high-traffic commercial sites to multifamily buildings, the right approach depends on usage, dwell time, and long-term priorities. 

With flexible pricing and scalable infrastructure, properties can align EV charging with both financial performance and user experience, while maintaining full control of revenue.

Every EV charging journey starts with one key question:

What are you trying to achieve?

For some properties, the goal is simple - EV charging as a revenue-neutral amenity. 

For others, it’s about turning infrastructure into an additional revenue stream. Most fall somewhere in between.

At Plugzio, we start by understanding your short and long-term EV goals, then build a strategy around them, recognizing your EV pricing and positioning may evolve over time.

Whether you’re planning for new construction or retrofitting an existing property, we work closely with you to  define clear ROI targets with flexible pricing models tailored to your building, budget, and portfolio.

In this two-part series, we’ll break down:

1. How to define your EV strategy: Revenue-generating, Revenue-neutral, or a Strategic Amenity

2. How to price EV charging: A practical guide to conditional payment plans

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1. Revenue Generation: EV Charging as a Profit Center

   
   

Some properties treat EV charging as a revenue generating asset - optimizing for ROI, faster payback and high charger utilization. 

Revenue is often reinvested back into scaling infrastructure, adding more chargers or upgrading to faster alternatives (L2, L3 Chargers) over time.

The model is  common in high-traffic commercial locations, such as retail centers, public parking facilities, and mixed-use developments in dense EV markets where driver turnover is high. 

To support this, these properties tend to prioritize higher-speed charging infrastructure - Level 2 or Level 3 DC fast chargers to serve more drivers in shorter time windows.

Example - Retail / Commercial (per kWh pricing):

A shopping center installs 10 Level 2 chargers and 2 Level 3 DC fast chargers in a busy parkade.

• Standard pricing: $0.55/kWh

• Peak pricing (ie. 12–3 PM): $0.75/kWh

  
  

Drivers charge while shopping or dining, creating steady turnover and a consistent, usage-based revenue stream for the property.

Because dwell times are often shorter (typically under 2-3hrs) pricing is set at a premium to reflect access, convenience and charging speeds.

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2. Revenue Neutral: Cost Recovery & Payback

For many properties, EV charging isn’t designed to generate profit - it’s intended to pay for itself while also serving as a resident or guest amenity.

The focus is on recovering upfront installation costs and offsetting ongoing expenses (electricity costs, network/connectivity fees, ongoing maintenance and operational costs), rather than treating EV charging as a core revenue driver. 

This approach is common in multifamily residential buildings, workplaces, and mixed-use properties where EV charging is expected as part of the offering, and often with a hybrid of Level 1 and Level 2 chargers.

In many cases, initial EV charging installation investments can be reduced through federal, provincial/state and local incentives and tax credits. Combined with modest pricing markups, properties can often reach cost recovery and neutrality in a few years.

Example -Multifamily Residential:

A residential building installs a mix of Level 1 and Level 2 chargers for tenants typically plugging in  overnight. 

• Charging is set at a flat rate of $0.30/kWh keeping it affordable while covering costs.

In this scenario, pricing is structured to keep charging affordable while ensuring the infrastructure pays for itself.

💡Plugzio Tip:

Set EV charging rates at utility cost + 20%~ to cover operational expenses while keeping pricing fair and accessible for residents and visitors.

❗Note:

• In some markets  across Canada and the U.S., electricity resale (i.e. marking up $/ kWH rates) is regulated.

• This can influence how properties structure pricing - shifting towards session based or time based fees and  opting to keep things revenue neutral/amenity.

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3. Strategic Amenity: Enhancing Experience & Property Value

Here, EV charging is positioned as a value-added amenity - similar to how a building offers fitness centers, bike storage and package lockers.

The primary goal isn’t revenue or strict cost recovery, but to attract and retain tenants, guests and workers while enhancing the overall appeal and value of the property. 

As EV adoption grows, EV charging access is quickly shifting from a “nice-to-have” to an expected feature, especially in competitive residential and commercial markets.

Offering EV charging can directly support:

✅ Higher tenant satisfaction and retention

✅ Increased occupancy and rental appeal

✅ Long term property value and future readiness

Pricing can vary depending on the property’s strategy:

✅ Free charging as a premium perk

✅ Flat rate pricing for simplicity and predictability

✅ Subsidized rates below utility cost to encourage adoption

Example - Mixed Use Development (Retail/Dining):

• A mixed-use commercial development installs 5 x Level 2 chargers for diners and shoppers, offering charging at near electricity cost ($0.25/kWh) or bundled as free/validated parking during visits.

In this approach, EV charging becomes less about monetization and more about presenting the property as a modern, EV-ready and customer first, strengthening its appeal to tenants and visitors, encouraging longer dwell time and higher spend across retail and dining.

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In Closing

As EV adoption continues to grow, aligning your infrastructure and pricing approach with both short- and long-term financial and operational goals is key. 

With the right strategy in place, EV charging can scale with your property, delivering both performance and a better overall user experience.

💰 With Plugzio, you maintain full control of your pricing and revenue - 100% of charging revenues go back to you. 

Have questions about monetizing your EV charging? Connect with a Plugzio expert at sales@plugzio.com.

Stay tuned for Part 2, where we break down: How to price EV charging using Conditional Payments with Plugzio.