Unlocking Brazil’s EV Charging Potential: Policy Shifts, Customer Needs, and Market Gaps in 2025

Below is a detailed, strategic‐level analysis of the charging station (EV charging infrastructure) industry in Brazil, structured much as a top‐tier consulting report. It is aimed at B2B stakeholders—installers, operators, distributors—highlighting the current state, policy environment, customer types and needs, regulatory/certification issues, and opportunities and risks.

1. Current Development Status of Charging Stations in Brazil

EV Fleet & Growth Trajectory

• Brazil’s electric vehicle (EV) fleet is growing rapidly. In 2023 the total fleet was ~ 86,600 units; by 2024 this rose to ~ 211,952 units. Forecasts project further expansion to ~ 377,900 in 2025 and ~ 613,200 in 2026; longer‐term by 2034, Brazil may reach ~ 4.3 million EVs, or ~ 3.6% of total vehicle fleet.
• However, penetration remains relatively low (well under 1%) compared to many developed markets. So Brazil is still in early‐to‐mid stage in EV adoption.

Charging Infrastructure: Numbers, Distribution & Types

• Public charging stations are still few; one source states ~ 2,608 locations as of July 2025.
• There has been fast recent growth: an addition of about 2,700 stations in a three‐month period leading to February 2025, bringing total to ~ 14,830 charging stations; ultra-fast (high power) chargers saw ~ 60% growth in that period, while standard/chronic chargers grew more slowly.
• Geographical concentration is high. A few states (São Paulo, Rio de Janeiro, Minas Gerais, Paraná, Distrito Federal) account for most of the public chargers and most of the adoption. Rural and remote regions, and many highway corridors, remain under‐served.

Supply & Sourcing

• Large portion of charging hardware is imported, especially from China. One estimate is that 75-85% of EV charging stations in Latin America (including Brazil) come from China.
• Local manufacturing / assembly is still limited. There is interest in local content to reduce cost, avoid import tariffs, improve supply chain resilience.

Infrastructure Challenges

• Grid capacity (especially at distribution level), permitting and regulatory approvals, and interoperability of chargers pose significant practical obstacles.
• Also, ratio of chargers to EVs is low; some reports suggest ~ 1 public charger per ~ 30-40 EVs, vs. international best practice which tends to aim for much lower ratios (e.g. 1:10 or better).

2. Brazil’s National Industrial & Policy Framework on Charging Stations

To understand the enabling environment and where policy is heading, which is crucial for any B2B participant, one must consider both current laws/regulations and emerging proposals.

Federal Programs and Automotive Sector Policies

• MOVER Program (Programa Nacional de Mobilidade Verde e Inovação): Launched in June 2024, replacing Rota 2030. The goal is to accelerate environmental standards, incentivize EV adoption, local production, R&D, and industrial innovation in mobility.
• Import tariffs: The government is reintroducing/tightening import duties on EVs, hybrids, PHEVs, and related components to encourage local production. For example, in 2024 EV imports began to be taxed (10%), moving toward 35% by July 2026. Similarly hybrid and plug‐in hybrid vehicles face escalating duties.

Regulatory / Utility / Grid Rules

• ANEEL Normative Resolution Nº 819 (2018): Sets out the procedures and conditions for carrying out EV recharging by concessionaires and public electricity distribution service licensees. Key points include notification to the distributor if the station involves changes in load, voltage, etc.; charging equipment for public use must be compatible with open / public protocols for communication/remote control.
• Future energy storage regulation: ANEEL is in process of creating regulations around energy storage systems (ESS), which may affect how charging stations, especially fast / ultra‐fast ones, can use storage to buffer grid impacts, do peak‐shaving, or offer other services.

Standards, Certification & Local Content

• There is movement toward mandatory or strongly encouraged certification for EV charging equipment. For example, WEG has obtained voluntary certification by INMETRO under the ABNT NBR IEC 61851-1:2021 standard.
• Role of INMETRO (Instituto Nacional de Metrologia, Normalização e Qualidade Industrial) is central for product safety, metrology, and broader industrial product standards. Certification by INMETRO is required for many electrical/electronic products.

Tax, Incentive, & Local & Municipal Authority Measures

• Reintroduction of import taxes on EVs/parts, as noted above, is intended to promote domestic production but raises cost for imported equipment (e.g. chargers).
• Some states provide tax reductions (ICMS on electricity, vehicle taxes, etc.), as well as municipal incentives like zoning, permitting speed, ISS (service tax) reductions, or requirements mandating EV-charging readiness in new buildings.

Emerging Legislation

• Bills under discussion: PL 497/2025 (income tax deductions for companies/individuals investing in charging infrastructure and renewables), PL 158/2025 (EV chargers in new buildings), and proposals for National Electromobility Policy.

3. Types, Characteristics, and Needs of Charging Station Customers in Brazil

For B2B stakeholders, understanding the distinct customer segments in Brazil is essential. Below are key types, their characteristics, pain points, and what they need in terms of charging station capacity, technology, business models, and support.

4. Opportunities and Challenges in the Brazilian Market

Below we analyze where strong opportunities lie, and what the key challenges or risk factors are. This section is critical for B2B players (manufacturers, operators, installers) to plan strategy.

Key Opportunities

1. Rapid EV/Hybrid Vehicle Growth Provides Demand Pull
   • As import tariffs increase, local production of EVs is encouraged, which in turn calls for more charging infrastructure. The MOVER program and other incentives make investment more attractive.
   • Partnerships (e.g. Raizen & BYD) to build public charging networks show private capital is mobilizing.
2. State & Municipal Incentives / Local Policies
   • Some states are reducing or waiving taxes (ICMS, IPVA) for EVs or EV charging; municipalities offering favorable zoning, permitting.
   • Requirements for new buildings to be EV-ready, e.g. installing conduits or EV charger infrastructure, are emerging. These create a pipeline for chargers.
3. Emerging Certification & Standards as a Stabilizer
   • Clearer standards (INMETRO, ABNT/IEC), certification programs provide predictability for quality, safety and help in building trust. Buyers and operators will prefer equipment that carries recognized certification.
4. Potential for Vertical Integration & Local Production
   • With increasing demand and regulatory push for domestic content / local manufacturing, there is opportunity for companies that can set up local assembly or manufacturing for chargers, components, or sub‐systems.
   • Reducing dependence on imports reduces exposure to import tariffs, currency risks, logistical delays.
5. Energy Storage & Demand Management as Enhancers
   • On‐site storage (batteries) and intelligent demand management can reduce peak electricity charges, avoid grid upgrade costs, and support resiliency. Regulatory moves to define ESS regulation are promising, especially for high power / ultra‐fast charging hubs.
6. Untapped Geographic / Segment Gaps
   • Highway corridors, rural areas, small cities are still under-served. Deployment of ultra-fast chargers along highways is emerging as a key need.
   • Fleet, buses, and heavy duty applications, public transport electrification is still beginning; large depots and institutional customers offer large volume contracts.

Key Challenges / Barriers

1. High upfront cost & Total Cost of Ownership
   • Equipment cost (especially imported high-power DC or ultra-fast units), installation, civil works, grid upgrade, interconnection, and utility charges can make payback periods long.
   • Import tariffs and taxes on vehicles / components are increasing, further raising cost of EVs and of charging hardware.
2. Regulatory Complexity & Variability
   • Different states and municipalities have different rules, tax regimes, permitting timelines. Lack of harmonization slows deployment.
   • Grid interconnection rules are handled by local utilities; voltage level, load increase notifications, and capacity constraints often slow or complicate implementation.
3. Grid Capacity & Stability
   • Especially for fast / ultra-fast charging, grid capacity (both in generation, transmission/distribution) must handle high instantaneous loads. Upgrading infrastructure is expensive and sometimes slow.
   • Without storage or demand management, high‐power chargers can impose high demand charges, peak penalties, or even trigger local grid stress.
4. Standards, Interoperability & Certification Lag
   • Even with increasing adoption of standardized equipment, diversity in connector types, protocols, and standards (especially among imported gear) can lead to compatibility issues.
   • Certification processes (e.g., INMETRO) may be slow or burdensome; voluntary vs mandatory status may create uncertainty for suppliers.
5. Permitting, Urban Planning & Real Estate Constraints
   • Securing suitable sites, navigating zoning regulations, obtaining building permits, parking and land use restrictions can be time consuming.
   • New construction codes may lag, especially outside major metro areas; EV-readiness for new buildings is yet to be uniformly enforced.
6. Economic & Market Risk Factors
   • Currency fluctuations, supply chain disruptions, component cost inflation.
   • Demand uncertainty: purchase cost of EVs, consumer income, incentive consistency matter. If incentives are unstable or tariffs jump unexpectedly, demand may slow.
   • Competition: from low-cost imported equipment, from Chinese suppliers, from OEMs themselves.
7. Maintenance, Operation & Service Quality
   • Ensuring uptime, reliability, maintenance in dispersed locations is challenging. Remote monitoring, service networks, spare parts, sometimes local supporting industries (electronics, power systems) are underdeveloped.

5. Strategic Implications & Recommendations

Based on the analysis above, here are implications for different B2B actors and suggested strategic priorities to succeed.

6. Conclusions

• Brazil’s charging station industry is at a critical inflection point: momentum is building via EV growth, import tariffs favoring local production, federal programs (MOVER), state incentives, and increasing awareness of environmental imperatives.
• However, the infrastructure is still nascent and fragmented: insufficient charger density, high concentration in major metro areas, and gaps in grid readiness, standards, and regulation.
• The regulatory environment is evolving—many favorable policies are emerging, but uncertainties remain (tariffs, regulatory delays, variability among states). Certification (especially INMETRO / ABNT) is becoming more important and is likely to transition from voluntary to mandatory in relevant cases.