Save for some regional snacking desires, most car owners don't think twice about which branded gas station they pull into. Whichever station has the lowest price per gallon on the flashing LED sign is typically the winner at any given middle America crossroads.
But the same can't be said for EV chargers, as EV owners will tell you firsthand.
From Volkswagen-subsidized Electrify America and Tesla Superchargers to Blink Charging and ChargePoint, chargers seem to work at varying degrees, largely depending on the day and maintenance routines of the operator.
But what if the manufacturer of these EV chargers was 77 years versed in the realm of consumer electronics?
There's no guarantee this will improve reliability, but it's worth a shot. At least that's how LG seems to be approaching the electric-vehicle market, as the Korean electronics company officially announces its next big move into the charging market.
Everything is bigger in Texas, including LG's new charger production facility. With a 100,000-square-foot plant in Fort Worth, Texas, LG will have an annual capacity of 12,000 units, all produced with 100% green power. Strategically built next to LG's distribution center, chargers will be headed out the door as early as this month.
LG says its primary charger customers are hotels, restaurants, venues, transit hubs, and municipal buildings managed under an owner-operated setup. These businesses will set their own rates and work to match charging capacity with local demand, allowing for hyper-regional flexibility beyond the scope of companies like Electrify America.
Level 2 AC chargers capable of 11 kW of output power with a load management solution and variable current settings will be the first chargers to roll out of LG's new American production hub.
Then, LG's first Level 3 DC charger with charging speeds up to 175 kW will begin production this spring, with CCS1 and NACS connectors available. The inclusion of Tesla's NACS standard for LG chargers (which was announced in November) comes as no surprise, as automakers across the spectrum quickly move to adopt the plug type.
While LG's Level 2 chargers are more simplistic in packaging, its DC fast chargers will feature a large outdoor LCD touchscreen. Beyond allowing customers to monitor their charging session, LG says this display will allow operators to charge for local advertisements as well.
Beyond rolling out tens of thousands of Level 2 chargers, LG is focused on developing an even faster DC fast charger to compete with Electrify America's 350-kW chargers. LG's 350-kW units are still in development, though the brand says we can expect the initial rollout of these hyper-fast chargers later this year.
"Today marks a major step in LG's roadmap to support the electrification of America by making the EV charging infrastructure smarter, more accessible, and more profitable for operators," said LG Business Solutions USA's Senior Vice President Michael Kosla.
With such a focus on local charging usage, LG says a welcomed side effect of the new Fort Worth plant is significant job development. LG and local politicians didn't provide a specific number of jobs, though the company did say dozens of new tech jobs would be a part of the package.
"This is a great day for Fort Worth with this global leader choosing to establish its US manufacturing base for EV chargers and creating new jobs here," said Fort Worth Mayor Mattie Parker. "We take pride in knowing that LG's advanced EV charging stations that will be deployed across the United States will be built right here in Fort Worth."
