State of Marketing in the Tesla EV Charging Station Installation Industry in the OC/LA area

Written By Andrew Yoo

I love my Tesla Model 3. I got the cheapest one I could in December 2022, and it has honestly positively impacted many areas of my life.

As I was watching the Super Bowl, I saw the beautiful ad for the new KIA EV-9 and it got me thinking about Tesla EV charging station installations. So I started doing some simple math about the EV charging station industry in the OC/LA area.

Math:

  • 1.73 million new cars were sold in California in 2023

  • 31% (536,123) were sold in the OC/LA area

  • 67,000 (12.5%) were Tesla’s sold in the OC/LA area (EV’s were 21.4%)

  • 43,550 (aprox) installations in 2023 (based on 65% American homeownership)

  • $63 million market for EV charging installations in OC/LA (aprox $1500 an installation) - not including actual price of charger

  • 49 Tesla Approved Installers in OC/LA

  • i can’t prove it, but many owners usually go to the Tesla website to check

  • 888 stations or $1.3 million gross per installer.

Notes on numbers:

  • The purpose of this analysis is to get an estimate of the magnitude of the market, rather than exact numbers.

  • I assume that instead of average ownership in US, i could’ve found average ownership in the OC/LA area, but there were some issues with this line of thinking.

  • I could not assume that all renters did not have any EV charging station installed

  • Many Tesla owners have higher levels of ownership than the average rate of ownership in the US (except Model 3). Some reports put Model S, X, and Y owners at 80%, S and X at 97%!

  • Due to these reasons and more, 65% seemed like a good compromise.

  • This is not including non-Tesla EV’s (which can almost double this number) and used Teslas (which are about to flood the market).

  • As mentioned in the beginning, the goal of this excercise was to get an idea of the market. Although this analysis could be more accurate, I am confident that it is within 1 standard deviation of the real facts (in fact the numbers could be higher!)

This market is growing:

  • Gavin Newsom (California governor) is pushing for 100% Zero-Emission Vehicles in California by 2035

  • The perception of cars is changing for millenials/gen z as people view cars in the same way we shifted our views when we went from dumb phones to iPhones.

  • The market has not yet fully been inundated with the non-Tesla options

  • There is no industry leader for charger installations, especially in the OC/LA area.

So here’s my question to all the EV installers, are you installing at least 74 charging stations a month? Are you clearing about 1.3 million gross a year?

 
 
 

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Andrew Yoo