Key takeaways
- According to Cariqa CCO Tamara Ciullo, the kWh price at public charging stations often depends on the access or payment method, not on supply and demand.
- E-mobility providers (eMSP) act as intermediaries with roaming surcharges and, from Cariqa's perspective, build a wall between CPOs and end customers.
- Cariqa positions itself as a platform, not as an eMSP: the charge point operator (CPO) retains price control and can offer tariffs dynamically.
- Scaling is to be achieved through volume and mass, not through higher margins, "Our goal is volume".
- The industry's focus is shifting from pure infrastructure expansion to the profitability of existing charging parks, particularly in the DC segment.
The "Orange Test" as a metaphor for the market
In a talk on electrive LIVE, Tamara Ciullo, co-founder and CCO of the Berlin-based startup Cariqa, draws a vivid comparison: anyone who had to pay €1.00, €1.20 or €1.50 for oranges at the supermarket depending on the payment method would walk out of the shop. This is exactly the situation she observes with public EV charging. Instead of a uniform, demand-oriented kWh price, the access or payment method often determines the cost, an effect that, according to electrive, is not driven by supply and demand but by the market structure.
eMSP as a partition between supply and demand
For Ciullo, the existing market architecture is the real obstacle: e-mobility providers (eMSP) buy charging electricity and resell it with roaming surcharges. This creates a "wall between demand and supply", the CCO criticises, according to electrive. While the expansion of charging infrastructure was the focus for years, attention is now turning to the often low utilisation, particularly of DC chargers, and thus to profitability.
Platform instead of intermediary
Cariqa deliberately positions itself not as an eMSP or reseller, but as a technological platform that connects charge point operators (CPOs) directly with EV drivers. According to electrive, the CPO retains price control and can design tariffs dynamically, for example as day-night models or AI-supported. The price signal should reach the end customer unfiltered and thus actively steer demand.
„Price is a lever. And when used correctly, it is the main instrument for charge point operators to create demand.“
— Tamara Ciullo, CCO von Cariqa, im electrive-LIVE-Talk
Scaling through volume rather than margin
"Our goal is volume", Ciullo emphasises in the interview. According to her own account, the business model relies on a high transaction volume to improve the cost structure rather than further increasing margins. With the slogan "Price is a signal and that's exactly where we want to get back to", she formulates the goal of a functioning market in which tariffs once again have a steering effect.
Friction with the established industry
Ciullo is well aware that Cariqa's approach challenges existing business models: "Of course, when you rattle the cage a bit, you naturally make a few enemies, but that's normal", she is quoted as saying by electrive. The approach is discussed in the comments of the article, using TEAG as an example, whose HPC conditions differ depending on the access route.
What does this mean for end customers?
Specifically, the model promises that prices will no longer differ depending on the app or charging card, but can be set by the operator themselves and adjusted live. Whether this will catch on broadly depends on how many CPOs actually open up their direct prices and how roaming fees develop in the competitive landscape.
Background on the presentation
Tamara Ciullo's presentation is part of the online conference electrive LIVE and is embedded as an 18:15-minute video in the electrive article dated 22.06.2026. The article was written by Florian Treiß.
Frequently asked questions
- What does Tamara Ciullo criticise about the charging market?
- She criticises the fact that the kWh price is often not determined by supply and demand, but varies depending on the access and payment route, an effect that, according to electrive, is primarily caused by the role of eMSPs as intermediaries.
- What distinguishes Cariqa from classic charging tariff providers?
- According to electrive, Cariqa sees itself as a technical platform, not as an eMSP: the CPO retains price control and can offer tariffs directly and dynamically to end customers.
- What role do dynamic prices play in the model?
- Ciullo sees price as a lever for steering demand, for example through day-night tariffs or AI-supported adjustments to improve utilisation, particularly of DC chargers.
- Where can the presentation be seen?
- The full presentation by Tamara Ciullo is available as an 18:15-minute video in the electrive article dated 22.06.2026 (electrive LIVE).
