EV sales process needs adjustment

TO THE EDITOR:

Regarding “Column: Signs of progress in America’s thousand-mile journey to electric vehicles,” autonews.com, Aug. 16: It’s going to take time, but the curve is headed in the right direction. And since we are past the more savvy early adopters, the sales process will need a major adjustment. 

Recent research shows potential buyers want more information about EV care and maintenance during the sales process. Buyers are already familiar with what’s involved with a combustion engine vehicle but are unaware of what is required with an EV.

Too many sellers are still assuming that, like their ICE customers, EV buyers are already familiar with the care and maintenance involved, and that could lead to an incomplete road to a sale. 

Research published in July by Escalent, a human behavior and market analytics firm, revealed that when asked how important it would be for a dealer to discuss vehicle maintenance when shopping for a battery-electric vehicle, 82 percent of new-car buyers stated it would be extremely or very important. But only 62 percent said their dealer provided an overview of the care and maintenance instructions for their current vehicle at the time of purchase. 

The bottom line: Dealers who can build more awareness of EV maintenance during the sales process will deliver a more memorable car-buying experience.

ROGER CONANT, Content specialist, Ted Ings’ Fixed Ops Roundtable, Houston
The roundtable is a virtual event delivered several times a year featuring top fixed operations leaders.