Force Electric: What the new EV network charging proposal means for the auto category

The Background

The expansion of Australia’s charging infrastructure has not kept up with the needs of the market, particularly in regional areas and suburban streets. Private operators have been reluctant to invest where commercial return is limited, and the networks stepping in is designed to close that gap. Under a model backed by the Albanese government, electricity network operators could soon add a small charge to every Australian household's power bill to help fund the rollout of public EV chargers.

The Plan, in brief

• Who decides: Electricity networks would identify suitable sites and prepare them for charger installation.

• Who operates: Private charging companies get first right to install and run the sites. If no operator steps up, the network can act as a provider of last resort.

• What it costs: An estimated peak bill impact of $0.79 to $1.44 per household, per year.

• Who pays: Every household connected to the grid, regardless of whether they own an EV.

• When: Not expected before 2029.

The Public Reaction:

Within 24 hours of the story breaking, a News Corp Australia poll of more than 22,000 readers found 85% believed non-EV households shouldn't have to contribute to the rollout, indicating a strong response to the perceived fairness of the plan.

Our Take:

Directionally right, but too cautious. Encouraging a shift away from petrol vehicles is necessary, and left to commercial interests, chargers keep clustering in metro hubs

Cost isn't the issue. ~ $1.50/year means is largely negligible. The backlash is emotional, and brand and category messaging has a role to play in reframing the conversation around access and fairness.

Timeline lags demands. Petrol price are increasing EV interest now and 2029 risks missing the moment. There's a window right now for brands and category voices to push the case for a faster rollout.

This is a significant conversation for the auto category, and for brands competing in the EV space this is a signal about infrastructure readiness, public appetite, and the narrative gap brands will need to navigate as electrification accelerates. Reach out if you’d like to chat more about what shifting policy and sentiment landscapes could mean for your brand