Tesla is breaking new ground in the electric vehicle (EV) industry with its latest announcement at Power2Drive in Munich, Germany. The company is launching a Hardware Sales program that lets businesses brand their own Superchargers or set custom pricing, offering unprecedented control with minimal hassle. Shared by Sawyer Merritt on X, this move could reshape how EV charging networks grow, especially for businesses eager to tap into Tesla’s fast-charging technology.

A New Era for Supercharging Access

From May 7th to 9th, 2025, Tesla will showcase its white-labeled Superchargers at Messe München, Booth C6.670, during the Power2Drive event. These Superchargers, part of the world’s largest fast-charging network, allow businesses to rebrand the stations under their own name while leveraging Tesla’s cutting-edge technology.

Moritz Gutbrod, Tesla’s Commercial Lead for Charging, emphasized the program’s appeal: “Ever wanted to brand your own Supercharger? Or set your own prices? You can now!”

This flexibility could empower businesses like hotels, shopping centers, or fleet operators to attract EV drivers with tailored pricing—say, $0.30 per kilowatt-hour instead of Tesla’s standard rates—while maintaining a seamless user experience.

The Superchargers on display are sleek, modern units, as seen in the event’s promotional image. They’re designed for high-power charging, capable of delivering up to 250 kilowatts, which can add about 200 miles of range to a Tesla Model 3 in just 15 minutes. For businesses, this means faster turnover and happier customers, especially in high-traffic areas like Munich, a hub for Europe’s EV market.

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What This Means for EV Owners and Businesses

For EV owners, this program could mean more charging options in unexpected places. Imagine pulling into a local supermarket and finding a Supercharger branded with their logo, offering a discounted rate during off-peak hours. It’s a win for accessibility, especially in regions where Supercharger coverage is still growing. However, it also raises questions about pricing consistency—will drivers face a patchwork of rates, or will Tesla enforce some standardization?

For businesses, the benefits are clear. They gain access to Tesla’s reliable infrastructure without the headache of building their own network. Maintenance, software updates, and technical support remain Tesla’s responsibility, reducing operational costs. In the U.S., where EV adoption is accelerating—over 1.2 million EVs were sold in 2024 alone, according to the Department of Energy—this program could spur a wave of new charging stations, especially in rural areas where infrastructure lags.

EVXL’s Take: A Bold Step with a Catch

Tesla’s white-label Supercharger program feels like a masterstroke, blending innovation with practicality. It’s like handing businesses the keys to a Ferrari but letting them paint it their own colors—smart, scalable, and a little bit cheeky. For EV owners, this could mean more chargers on road trips, especially in spots where you’d least expect them. But here’s the catch: without clear pricing guidelines, we might see a Wild West of charging costs, which could frustrate drivers looking for predictability. Tesla’s challenge will be balancing flexibility for businesses with consistency for users. If they pull it off, this could be the spark that lights up EV adoption even further, making 2025 a landmark year for electric mobility.

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