The energy transition is not a someday problem. It’s a strategic risk and opportunity you must manage today. The smart operators aren’t choosing between petrol and electric — they’re designing petrol station that serve both customers profitably.
Done right, EV charging adds dwell time, upsell windows, and new revenue without decreasing fuel margins. Done wrong, it’s an expensive vanity project.
Below is a hands-on playbook for CEOs, MDs and investors who want to add EV capability while protecting existing cash flow.
1) Start with Market Reality — EVs are nascent but growing in Tanzania
Tanzania’s public charging network is small today, but momentum is real: public chargers are concentrated in Dar es Salaam now, and national plans target a major scale-up by 2030. That means early adopters who place chargers in the right location capture the first loyalty of EV drivers and fleets.
2) Place chargers to grow existing revenue, not replace it.
Fast chargers belong on highways and commercial hubs; slower destination chargers work at convenience-oriented forecourts. The goal is increased dwell time — drivers charge, shop, and buy higher-margin items. Empirical studies show chargers lift nearby retail spending, turning a charge point into an upsell engine.
3) Choose the right tech mix for the site economics.
- AC (Level 2)chargers: cheaper capex, longer dwell (good for retail/convenience).
- DC fast chargers: higher capex, attract transient highway traffic and fleets.
Hybrid forecourts combine one fast bay for-through traffic and several Level 2 bays for retail customers. Local grid constraints, uptime, and expected session length should dictate the mix. Industry implementers in emerging markets recommend solar + battery buffers to manage costs and reliability.
4) Monetize intelligently — beyond kWh sales.
Charging revenue is important, but ancillary revenue and partnerships compound returns:
- Loyalty bundles (discounts on shop items while charging).
- Transporters contracts (B2B recurring revenue for commercial EVs).
- Advertising and partnerships (brands pay to reach dwell customers).
Business cases for charging frequently count on these lift effects — not just raw kWh margins.
5) Manage grid & cost risk with smart engineering.
Electricity cost and reliability are the key variables. Use:
- Time-of-use pricing and demand management to avoid buying peak power.
- On-site solar + batteries where feasible to smooth demand and lower operating cost.
- Payment & queuing software to maximize throughput and track utilization for financial modeling. Vendors and case studies from Africa show durable models when energy management is integrated from day one.
6) Protect your core fuel business with careful pricing and communication
Frame your offer: EV chargers don’t replace fuel customers; they create parallel customer flows. Avoid aggressive cross-subsidies that erode fuel margin. Instead:
- Price charging to reflect session time and electricity cost.
- Use loyalty to nudge mixed baskets (fuel + shop + charge) where possible.
- Communicate benefits to traditional customers (cleaner restrooms, better retail experience) so the forecourt uplift is visible.
7) Pilot fast, measure hard, then scale.
Run a 6–12 month pilot with clear KPIs: charger utilization, dwell-time uplift, ancillary spend per charge, and incremental margin. If utilization is >20–25% within 9 months (adjust by site type), scale; if not, reconfigure tech or site proposition. Emerging market pilots consistently show the value is in ancillary lift and fleet contracts — not pure kWh economics.
Executive Checklist — EV Integration (Do these first)
- [ ] Site selection: one highway/through site orone retail/destination site per pilot.
- [ ] Tech plan: mix of Level 2 + 1 DC fast bay (if highway) and energy buffer design.
- [ ] Financial model: kWh revenue + ancillary uplift scenarios (base, upside, downside).
- [ ] Grid assessment: demand charges, reliability, and time-of-use analysis completed.
- [ ] Partnerships: one fleet or corporate anchor conversation started.
- [ ] KPI dashboard: utilization, dwell time, ancillary AOV (average order value) per charge session.
Final Thought for Leaders.
EV charging isn’t a bet on cars; it’s a bet on how you run and monetise a petrol station. If you design for dwell, manage energy costs, and prioritise ancillaries and fleets, EV capability becomes a durable competitive advantage — and an additional string to your valuation bow.
