As global demand for electric vehicles continues to rise and the automotive industry shifts towards electrification, dealerships must adapt their strategies to highlight electric vehicles (EVs) effectively.
Use these three key strategies to ensure your buyers are well-informed and excited about EVs.
1. EV Education and Insights
A common roadblock to selling EVs is a lack of information, which simple education can counteract. A recent survey by the Energy and Climate Intelligence Unit (ECIU) revealed that most non-EV drivers scored just 2 out of 10 for EV knowledge, highlighting a significant knowledge gap. This lack of understanding affects car choices, with drivers who scored poorly being 11 times less likely to want their next car to be an EV.
Dealerships should focus on educating customers about key vehicle attributes that dispel myths, such as:
EV Range Made Practical
Range anxiety remains a key concern for 71% of potential EV buyers. To overcome this, it’s essential to provide clear, actionable information that focuses on two critical areas: vehicle range and charging speed.
Over 100+ EV models now offer ranges exceeding 300 miles—a 500% increase in three years—with some premium models reaching up to 450 miles. This far surpasses the average daily driving distance of 37 miles, making EVs practical for most lifestyles.
Address range concerns on the VDP where shoppers will be researching vehicle details. Make sure you have information on local charging stations and links to applicable power company information on your site as well. These backlinks can also support a strong SEO strategy, which is a bonus.
Faster Charging Speeds
Many EVs can recharge from 20% to 80% in just 20-30 minutes using DC fast chargers, adding up to 180 miles of range in as little as 20 minutes. These capabilities are game changers for long-distance travel and daily use alike.
2. Enhance Filtering and Search Capabilities Surrounding EV
Searches for EV since November are on the rise, with key phrases surrounding “top” and “best” near the top:
Ensuring your site is rich with useful EV-based content is a great way to show up during a Google search. If inventory levels on EVs justify dedicated ad spending, having messaging surrounding potential savings and incentives served up to in-market shoppers can drive high-converting traffic to your site.
Showcasing compelling EV benefits both in paid advertising and organically on your website enhances your presence in relevant searches. Ensure your VDP or Model Landing Pages spell out any fast charge features of your EVs, as it can be extremely enticing for any shoppers on the fence about electric vehicles. Consider adding an FAQ page for the repeat inquiries that your team get the most. If one shopper has a question, it’s fair to assume many others do as well, and adding to your website can again increase search visibility. Focus on fuel savings, range capabilities, fast charging, and maintenance cost reductions to attract buyers and influence their decision-making.
Once shoppers arrive on your inventory pages, you must have easy-to-navigate and clear paths to view details on EV models. Consider clearly identifying gas vs EV/Hybrid on your Model Showcase page to allow customers to navigate specifically to EV model information or even better, a filtered Search Results Page.
Related to filters on the SRP, it’s important to allow EV shoppers to easily identify vehicles they are looking for, so ensure the “fuel type” filter is moved up towards the top.
3. Highlight Purchase Incentives and Savings.
Displaying purchase incentives directly tied to the specific vehicle a shopper is viewing can significantly influence decision-making. By clearly showing how incentives impact the cost of a particular car, dealerships make the financial benefits easier to understand, boosting customer confidence and encouraging purchases. Maintaining accurate incentives can be a difficult task, so partnering with vendors like Kord.io, LyteFlo, Chargeway, or Lectrium can help ensure you are displaying the most up to date and validated information for consumers.
According to the U.S. Department of Energy, EV owners can save up to $1,000 annually on fuel costs compared to traditional gas-powered vehicles. Furthermore, maintenance expenses for EVs are approximately 50% lower than those of internal combustion engine vehicles due to their simpler design, which includes fewer moving parts and eliminates the need for oil changes.
These savings make EVs an increasingly attractive option for cost-conscious consumers. By providing detailed insights into these aspects, you can demystify EVs for potential buyers, making the technology less intimidating and more appealing.
Showing total savings including all federal and local incentives plus cost of ownership, you give your shoppers a fuller picture of the impact to their wallet.
By integrating these key strategies into your website, dealers position themselves as trusted sources for EV information, fostering customer loyalty while driving sales in the evolving automotive market.
Special thanks to Kord.io who provided statistics and merchandising recommendations for this blog.
Article Sources:
- Energy and Climate Intelligence Unit (ECIU) Survey
- Range anxiety remains a key concern for 71% of potential EV buyers (Source: Verra Mobility survey)
- Over 100+ EV models now offer ranges exceeding 300 miles (Source: EV database)
- Daily driving distance of 37 miles (Source: United States Department of Transportation – Federal Highway Administration)
