CONNECT YOUR CUSTOMERS TO ELECTRIC VEHICLES

(Article published in Automotive Innovations magazine, June 2023)

By Sabrina Arruda, Corporate Marketing Manager at AutoHebdo.net

While most automakers are offering electric vehicles (EVs), and governments are implementing regulations requiring the sale of EVs, consumer research reveals a continued high level of interest in these vehicles, despite a certain waning of the novelty effect.

To attract more clients and increase your sales of EVs, we advise that you redirect your communication efforts towards the benefits they offer. We suggest that you take a proactive approach, raising your customers’ awareness and trying to overcome their reluctance, either one-on-one when they come into your showroom, or by publishing factual information on your website.

Our latest survey reveals that, among gasoline vehicle owners with no intention of buying an EV, 76% express uncertainty about limited range, 68% say they are hesitant due to the cost of purchase, and 65% have doubts regarding the availability of charging stations.

Beyond adequate range

According to Natural Resources Canada’s official ratings, nearly all 2023 model-year EVs have a range of at least 330 km, and many exceed the 400-km or even 500-km mark. For the majority of drivers, that’s more than enough for their commute to work, especially if they consider their EV as a household backup vehicle, supplementing their gasoline-powered vehicle. We therefore suggest that dealers and merchants establish quickly with their potential buyers whether the range of the EV they’re interested in is adequate for their needs. As public charging infrastructure is still not widespread, it’s best to discuss the advantages of home charging to increase your chances of closing a sale.

Among those considering the purchase of an EV, 84% said they were attracted by fuel economy, 58% say they want to do their part to protect the environment, and 50% mention EV ease of maintenance. Yes, price remains a major concern, but buyers are generally unaware of available rebates and government incentives. It’s also important to take into account fuel and maintenance savings in the total cost of an EV.

Providing information to improve sales

You should also highlight the many other advantages of EVs, such as ultra-long battery warranties, resale value and, in some regions, privileged parking or the right to use reserved lanes. The better you inform your potential customers about EVs, the more likely they are to “plug in” to an electric vehicle.

*Source: Étude sur les véhicules électriques, mars 2023 (n=1 332).