4. Focus on Education via Effective Communication
Look for opportunities to deliver brand messaging that
speaks to your audience's main objections when it comes
to EVs. This could include topics like driving range,
affordability, service and maintenance costs.
Ensure your marketing team is focused on overcoming
these objections in their interactions and messaging and
that they're sharing their strategy with your sales and
service teams to support a cohesive customer experience.
Interested in exploring how Market EyeQ can help your
dealership embrace future EV sales opportunities?
Contact us for a free demo.
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2. Prepare your Infrastructure for an Electric Future
Think ahead to how your online and in-person sales
experience will need to evolve alongside changing buying
behaviors and consumer needs. This includes updates to your
showroom, such as displaying your EV portfolio or available
charging solutions, ensuring online vehicle descriptions
speak to relevant selling points or offering online vehicle
configuration options.
Investing in new technologies that provide value to EV buyers
early in their buying journey helps build trust from the start,
setting the stage for an excellent customer experience –
and customer loyalty.
By 2030, 25% of
all light passenger
vehicles produced
are forecasted to
be plug-in capable.
IHS Markit, March 2021
Industry studies find
negative consumer
opinions on EVs typically
stem from lack of
information, with common
consumer complaints
ranging from recharging
limitations to range anxiety.
3. Build a Team Ready for an EV Future
As you invest in re-tooling your dealership infrastructure, it's critical to assess whether
your current employees possess the necessary skills to fully adapt to an increasingly
electric retail world alongside your dealership.
Skills like tech savviness and open-mindedness are key to a successful team prepared
for the exciting new challenge of selling and servicing electric vehicles. Consider taking
a competency-based approach to strategic dealership staffing, seeking out recruits who
possess the specific skills your dealership will need, even if they lack formal dealership experience.
