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Pricing Is a Product: How CPOs Win on Trust, Not Tactics with Maarten Hachmang
Welcome to the e-Mobility Marketing Podcast! Theo sits down with Maarten Hachmang, founder of LaadpasTop10.nl and curator of one of Europe’s most trusted EV charging price databases.
Together they unpack how pricing, transparency, and reliability shape brand perception for charge point operators—and why a tight, predictable tariff band outperforms “cheapest today.”
Maarten explains how pricing is expectation management, why uptime beats discounts, how ad-hoc QR failures destroy trust, and why MSPs are demand engines rather than margin drains.
From AFIR-driven transparency to BI tools that benchmark tariffs at site level, this episode shows CPOs how to align pricing, maintenance, and communication into a coherent, durable strategy.
If you’re a CPO, EMSP, marketer, or enterprise growth leader, you’ll get a blunt playbook: mitigate extremes, publish the full cost (kWh + start + blocking + VAT), fix maintenance before marketing, and be boringly predictable.
Chapters
(01:27) Why Maarten built a charging price database
(05:23) How pricing transparency evolved under AFIR
(08:35) Direct pay vs MSPs: who drives demand
(12:12) Price as brand positioning for CPOs
(16:06) What drivers actually care about: location, then reliability
(20:26) The Shell effect: when brand feels expensive
(23:42) Why maintenance matters more than marketing
(28:16) Stable energy markets shrink pricing obsession
(32:16) Price mismatch: app vs invoice explained
(34:40) QR failures and broken ad-hoc charging flows
(40:23) How LaadpasTop10 helps EV drivers choose
(43:48) The BI tool for pricing and station visibility
(45:59) Why dynamic pricing needs clear rules
(50:13) Be boring: mitigate extremes, build trust
(52:12) Stop blaming MSPs—align and improve
(53:56) Where to follow Maarten and explore more
Connect with LaadpasTop10 / Maarten
Website: https://laadpastop10.nl/
LinkedIn: Maarten Hachmang
Hosted by Theo Reichgelt
LinkedIn: Theo Reichgelt
Production, Distribution, and Marketing By Massif & Kroo
Website: MassifKroo.com
For inquiries/sponsoring: email: [email protected]
View all episodes
By Theo ReichgeltWelcome to the e-Mobility Marketing Podcast! Theo sits down with Maarten Hachmang, founder of LaadpasTop10.nl and curator of one of Europe’s most trusted EV charging price databases.
Together they unpack how pricing, transparency, and reliability shape brand perception for charge point operators—and why a tight, predictable tariff band outperforms “cheapest today.”
Maarten explains how pricing is expectation management, why uptime beats discounts, how ad-hoc QR failures destroy trust, and why MSPs are demand engines rather than margin drains.
From AFIR-driven transparency to BI tools that benchmark tariffs at site level, this episode shows CPOs how to align pricing, maintenance, and communication into a coherent, durable strategy.
If you’re a CPO, EMSP, marketer, or enterprise growth leader, you’ll get a blunt playbook: mitigate extremes, publish the full cost (kWh + start + blocking + VAT), fix maintenance before marketing, and be boringly predictable.
Chapters
(01:27) Why Maarten built a charging price database
(05:23) How pricing transparency evolved under AFIR
(08:35) Direct pay vs MSPs: who drives demand
(12:12) Price as brand positioning for CPOs
(16:06) What drivers actually care about: location, then reliability
(20:26) The Shell effect: when brand feels expensive
(23:42) Why maintenance matters more than marketing
(28:16) Stable energy markets shrink pricing obsession
(32:16) Price mismatch: app vs invoice explained
(34:40) QR failures and broken ad-hoc charging flows
(40:23) How LaadpasTop10 helps EV drivers choose
(43:48) The BI tool for pricing and station visibility
(45:59) Why dynamic pricing needs clear rules
(50:13) Be boring: mitigate extremes, build trust
(52:12) Stop blaming MSPs—align and improve
(53:56) Where to follow Maarten and explore more
Connect with LaadpasTop10 / Maarten
Website: https://laadpastop10.nl/
LinkedIn: Maarten Hachmang
Hosted by Theo Reichgelt
LinkedIn: Theo Reichgelt
Production, Distribution, and Marketing By Massif & Kroo
Website: MassifKroo.com
For inquiries/sponsoring: email: [email protected]