Australian service stations are facing their Kodak moment. That’s the name given to the sudden decline in the fortunes of that global enterprise in the early 2000s, when digital imaging took off and Kodak’s century-old film photography business fell off a cliff.
That wasn’t actually the end of Kodak, which ironically had invented digital imaging in the 1970s. After filing for bankruptcy in 2012 it reemerged in a much reduced form. But its fall became an object lesson for all business. No company is bulletproof. Sooner or later, good times will end.
For a century or so, conventional wisdom has been that the high power-to-weight ratio of petrol and diesel guaranteed their dominance in transport energy. Places known for many years as service stations, or “servos”, were dedicated to internal combustion engines, and so it would be, forever.
One thing driving this (pun intended) has been that fossil energy on the one hand and electricity on the other have been worlds apart. Invisible, intangible electricity lacks the familiar smells and sounds of petrol and diesel transport, and unless you own an EV (which I don’t) they may appear strange, even alien.
For all that, Australia’s initially-slow EV take-up is quickening, especially over the five-month US-Israeli war on Iran. We seem to have passed the initial petrol and diesel price spike, but confidence in supply has been shaken and recovery will be long – if that ever happens.
This is reflected in current sales data. Including hybrid vehicles, cars with electric motors made up almost half of Australia’s new car sales in June. Pure EVs were about half of that or a quarter of total new car sales. That was three times EV sales through 2025, and over 20 times the number sold in 2022.
Tasmanian EV sales in June, by the way, were 10.62 per cent of all light vehicle sales – well up on anything previously but less than half the national average, probably saying more about low household income than any innate conservatism. But the EV revolution is happening and old times are gone.
Seeing Matt Halliday, CEO of Ampol, in a podcast conversation with the ABC’s Alan Kohler this month revived childhood memories. Ampol was an expanding Australian brand in the 1950s when my parents saw fit to stick on our kitchen wall a map issued by the company, complete with its slogan, “Be Australian, buy Australian, help build the nation”.
Ampol seems to be seeking a revival of that nationalistic spirit. It’s not the only petrol-diesel retailer wrestling with the EV question – BP and Shell are also active in this space – but the pace of its rollout of EV fast chargers since 2021 makes it a leader in a business still very much feeling its way.
“We think we can make reasonable returns out of this part of the business,… leveraging the footprint that we have to to make good returns over time,” Halliday told Kohler.“That will take time, and so at the moment we’re effectively building capability. We want to get our business model set, understand it really well, and and start to scale it.”
To get the right location for its fast chargers Ampol is tracking fleet and private EV journeys, with departure and arrival points. A point of difference with conventional service stations is that Ampol and others are locating chargers in shopping centre car parks.
Pressed on his company’s business plan, Halliday conceded that pricing would be volatile, having to take account of facts like solar power being virtually free around midday and the preference of many to charge their cars at home.
Besides travellers passing through, he said, there would also be renters and others living in places where a constrained grid made charging difficult. “When you when you combine all of that, you actually do have a relatively large addressable market in our view.”
And the bottom line: Kohler: Do you think you’ll ever own an EV yourself? Halliday (laughing): Yeah, I’m sure I will.
Besides oil supply, a couple of other factors have supercharged the fast uptake of EVs in Australia, energy minister Chris Bowen told Michael Liebreich in the latter’s “Cleaning Up” podcast aired last week.
The fast uptake of home batteries added to solar panels, he said, meant that people charging EVs overnight didn’t have to pay for energy. In addition, new vehicle emissions standards from 2023 plus tax discounts made EVs vastly more attractive for both private buyers and fleet operators.
Current EV sales were no temporary blip, said Bowen. “It’ll just get bigger and better… I think we’re locking in that progress.”