Electric vehicle (EV) sales in the United States are rising — but not as fast as they should be. Despite widening range, shrinking battery pack sizes, expanding model availability, and increasing supply, their popularity has been plateauing due to growing maintenance concerns.
Dealers must rethink their marketing and sales tactics with these strategies to dispel EV ownership’s perceived negatives and persuade skeptical consumers to drive electric.
Provide Free Resources to Educate Consumers Better
Consumer sentiments toward EVs change frequently, reflecting fluctuating interest in electromobility and short-term purchase decisions.
In 2024, only 34% of consumers in the U.S. planned to purchase an EV in the next 24 months — 14% less than in 2023. Limited range and public charging infrastructure were less of a concern than they once were. Rising maintenance fees fueled by expensive battery replacement costs were primarily holding back U.S. car buyers this time around.
Dealerships must acknowledge these prevailing concerns and clarify them with facts to put things into perspective. More educational resources are necessary to debunk misconceptions with industry data and inform the motoring public about exciting developments that will make long-term EV ownership worthwhile.
Dealers can cover these bases by leading the discussion, being present on different platforms, and building helpful sites.
Lead the Discussion
Dealers must embrace their roles as authoritative sources of EV information. As thought leaders, they should publish online content and unpack technical topics to raise the public’s awareness of EV reliability and boost sales.
Prioritize impactful subjects most car buyers would find useful when making purchase decisions. Improved EV durability is a good example.
Many consumers are probably unaware of recent technological advances, like conduit and sleeve protection innovations. Educating consumers about them will reframe modern EVs as highly resistant to heat, fire, chemicals, and less prone to wear and tear.
Marketing professionals at dealerships must expertly explain these topics in plain language to get the message across.
Be Present on Different Platforms
EV dealer marketing teams must actively engage with consumers online. Go to high-traffic forums like Reddit and Quora to answer common questions ordinary car buyers have. Respond to comments on social media, too.
Consistently engaging with consumers may not immediately result in more electric vehicle sales. However, the internet rewards problem-solvers in other ways. Building goodwill with consumers is an investment that will pay dividends later on.
Build a Helpful Site
Dealerships must treat their sites as more than car catalogs and online stores. These places should be one-stop shops for EV resources. They should be ever-growing repositories of answers to relevant questions EV buyers may have.
Put a premium on content cadence and distribution. Marketing teams must regularly produce diverse resources, including text-based blog posts, infographics and videos. Publish them on third-party platforms to reach new audiences and drive more traffic to dealer sites.
Promise more useful resources, such as newsletters, comprehensive car-buying guides and curated industry reports, to site visitors willing to fill out lead generation forms.
Communicate the Long-Term Savings of EV Ownership
Car buyers with a scarcity mindset are likelier to choose gas-powered vehicles over electric ones because of the obvious difference in initial price.
EV salespeople should use this opportunity to articulate the long-term savings of owning electric cars. Appealing to logic can turn the tide of sales.
Dealers must emphasize that EVs have fewer moving parts and require no oil changes. Natural gas prices influence the price of electricity, but advancements in solar can help average consumers become self-sufficient.
Sales team leaders must train subordinates to use financial incentives as talking points in EV sales conversations. This strategy can counter the notion of high initial purchase prices. Research all available rebates, tax credits, and special financing deals to discuss options with buyers accordingly.
For example, sales professionals should underscore the $3,750 minimum credit eligible buyers can claim with their tax return when buying brand-new plug-in or fuel-cell EVs that meet the terms of the Inflation Reduction Act of 2022.
Only the most motivated buyers reach out to speak with sales representatives. Build online calculators to help casual shoppers do their homework. These self-help tools should break down monthly payments, initial and long-term savings and, expected maintenance costs under optimal circumstances.
Capitalize on Brand Loyalty
Many car owners are brand loyal. Ford enjoys a 65.1% loyalty rate among truck owners — the highest in the industry. Toyota, Honda, Lexus, Porsche, Mercedes-Benz, BMW, and Subaru have extremely loyal customer bases, too.
It would be easier to convince a gas-powered car owner to switch to an EV from the same brand family than to buy any automobile from another manufacturer. Take advantage of this tendency to increase the chances of converting more drivers into EV owners.
Optimize Sales Tactics for EV Skeptics
EV sales should increase if the public only judges them by their merits. Unfortunately, misinformation and psychological barriers stop car buyers from adopting EVs. Dealers can focus on addressing these issues to make sales conversations more persuasive.
