The Gap in Consumer Electric Vehicle (EV) Knowledge
In recent years, there has been a significant increase in the ownership of electric vehicles (EVs). However, many consumers remain uninformed about the complexities of acquiring and maintaining an EV, especially in the following areas:
- Ownership Experience: Consumers may have limited knowledge about the overall ownership experience of an EV, including factors such as charging, range, and maintenance needs.
- Purchasing Considerations: Consumers may not be aware of the availability of incentives and other benefits associated with purchasing an EV, which could influence their decision-making process
Furthermore, the spread of misinformation and myths about EVs adds to the confusion among buyers, making it difficult to access accurate information.
A lack of reliable information or the absence of a knowledgeable guide can potentially deter consumers from embracing EVs.
A lack of reliable information or the absence of a knowledgeable guide can potentially deter consumers from embracing EVs.
Dealerships Can Be EV Guides for Consumers
Dealerships can be the frontlines of EV adoption, educating consumers on electric vehicles and helping guide consumers through the experience.
Armed with comprehensive knowledge, dealerships should be able to provide valuable insights into the advantages and challenges of EV ownership, tailor recommendations to align with the customers’ driving habits, and help guide them to a vehicle that meets their needs. A well-trained dealership plays a crucial role in ensuring a high-quality customer purchase experience, as they serve as knowledgeable guides in dispelling misinformation and providing valuable insights into the distinctive ownership differences of EVs compared to traditional internal combustion engine (ICE) vehicles.
Dealerships Need More Training on EV
Currently, many potential EV buyers are coming into dealerships already having heavily researched the vehicle they want to buy, as many as 92% (Cox Auto Study). However, this trend will likely change as mainstream buyers enter the market. These new consumers may not have the depth of knowledge of the early adopters and may also need information to combat the myths in the market. Dealerships can help debunk these myths and leverage the conversation as a sales tool to educate customers and help them determine if an EV is right for them.
However, according to the study, “The 2023 Path to EV Adoption: Consumer and Dealer Perspectives,” most U.S. car dealerships aren’t fully ready for selling and servicing EVs.
According to a recent study by Cox Automotive, the consideration of new or used EVs has risen to 51% among consumers, up from 38% in 2021. However, despite this increasing interest, the gap between consideration and actual sales remains high. Without proper training, dealerships risk pushing customers toward ICE vehicles, simply because that’s what they’re more used to selling.
EV Programs Can Educate & Empower Dealers
Dealerships have the responsibility to train their staff on how to sell EVs, but there are noticeable gaps in the current training provided. While product training, including charging procedures, is commonly offered, there is often a lack of training on effectively presenting the advantages of EV ownership (such as environmental benefits and total cost of ownership comparisons) and addressing customer inquiries about EV ownership and lifestyle in general.
Transportation electrification programs can help fill these knowledge gaps and help dealerships sell more electric vehicles, provide better customer experience to EV customers, ensure customers are utilizing state and federal incentives, and further the program’s goals.
Dealerships are often overlooked in the design of EV programs, but they have a crucial role to play in driving increased EV adoption. By educating dealerships on EVs and enabling them to effectively utilize EV programs, we can bridge the knowledge gap, boost enrollments in government and utility initiatives, and make significant progress towards shared goals in the automotive and energy sectors.
How to Involve Dealerships in Your Programs
Depending on your budget and focus, some strategies to involve retailers in your EV program could include:
Retailer Outreach and Readiness
- Communication and Engagement
- Establish effective communication and engagement channels.
- Develop talk tracks for OEMs, regional representatives, and dealerships.
- Utilize dealer, regional, and OEM networks
- Implement in-person and online multi-touchpoint, multi-format follow-up strategies.
- Enrollment
- Streamline the retailer onboarding process.
- Ensure secure data mangagement.
- Provide resources and readiness support for enrolled dealers
- Education
- Offer comprehensive leadership, sales, and operations training.
- Provide virtual, in-person, and online curriculum covering essential topics such as EV lifestyle, managed charging, time of use rates, utility program sign-ups, how to leverage utility and state programs for charger installation cost offsets, and more.
- Consider recognizing EV experts at dealerships with certifications or awards.
- Include relevant departments like Fleet and Commercial sales, addressing their unique needs, and Fixed Ops, responsible for after-sales support.
Retailer Marketing and Sales Support
- Consumer Awareness Promotion
- Establish effective communication and engagement channels. Joint marketing efforts with program providers and dealerships to increase awareness of incentives among potential EV buyers through co-branded campaigns.
- List preferred dealer networks on utility EV webpages to direct consumers to participating dealerships.
- Digital Presence Sales Support
- Conduct evaluations of dealerships’ EV preparedness and marketing strategies to identify areas for improvement
- Provide guidance and support to enhance their digital presence and online marketing efforts.
- P.O.P. (Point of Purchase) Sales Support
- Supply at-dealership promotional materials.
- Facilitate dealership access to utility-preferred vendors for chargers, installations, and make-ready programs
- Offer resources such as calculators, EV ownership materials, and other tools to assist dealerships in educating customers and facilitating sales.
Partner with an Automotive Retail Expert
Partnering with Maritz, an expert in automotive retail, is crucial for your EV program’s success. We have the knowledge and expertise to maximize retailer potential in driving your EV program’s success.
With our understanding and relationships with retailers, we can help government and utility entities form partnerships and align on goals. Whether you need support in dealership readiness, compliance, or training and communication strategies, we have the resources to help you achieve your objectives.
Resources
