CitNOW research into consumer attitudes towards EVs

The global focus on reducing emissions and limiting the impact of the automotive industry on the environment is putting pressure on manufacturers to take decisive action about the future directions of their brands and their products.

In the UK, the Government’s decision to ban the sale of internal combustion engine vehicles from 2030 is helping to accelerate this shift to e-mobility. Within the last few weeks, Jaguar Land Rover, Volvo and Ford have each signalled their commitment to a zero emissions future by announcing electric-only line-ups ahead of this significant milestone. Whether you’re a customer, workshop technician or Head of Business, these developments show that knowledge and education of the EV market is more crucial than ever – but are your sales teams ready and able to take on the challenge?

Nationwide research conducted by CitNOW shows that almost half of consumers (47%) say they don’t know enough about EVs to feel confident about buying one. That figure rises to almost two thirds of those over 50, while 57% of women agreed they wouldn’t feel confident about switching to e-mobility. This level of uncertainty should be of concern to retailers, as it highlights a massive gap in knowledge for a broad spectrum of their potential customers.

This of course presents a massive opportunity for retailers to take a lead in educating consumers, inspiring confidence and providing support to those considering an electric vehicle. However, there is another major hurdle to overcome. Our research also reveals that one in five retail staff are not confident that their teams know enough about EVs to confidently explain the benefits of EVs to customers. Ultimately, this gap in knowledge could affect sales and profitability within showrooms that have an increasing stock of electric vehicles to sell.

The key now is for retailers to ensure all their staff feel confident and can communicate effectively with consumers to address common concerns they have about buying an EV. For example, 59% of customers surveyed said that battery range was their key concern when researching electric cars, with running costs and charging advice following as further areas of discussion or education. Retail staff need to be able to clearly and concisely demonstrate what car buyers can expect from their electric vehicle ownership experience, from how to plug it in and charge it up, to understanding whole life cost benefits versus a petrol or diesel car. In February this year, the Government pledged an extra ￡20 million to local authorities to help install on-street electric chargers over the next two years, while consumer grants for electric-car purchases and home-charging installation proving the fast-changing commitment to the electric future.

So, armed with this information, how do we educate and inform consumers and provide the exact information they need, especially when sales journeys are becoming more diverse? CitNOW video usage data reveals that video watch rates have grown by 27% year-on-year, even during recent lockdowns when sales of new and used cars dipped. Data from our recent report, Accelerating the Digital Customer Experience, also shows that 84% of buyers found video to be a valuable part of their customer journey. Furthermore, the study found that adapting video output according to customer demographics is having a massive effect on lead conversions and customer loyalty. For example, 44% of participants would value a pre-recorded walkaround video, while only a quarter would be interested in a live video conversation, proving the need to tailor your content towards the individual customer.

With consumers now more comfortable using video than ever before it has become one of the most effective ways to introduce new information and present it to consumers in an effective way, before they make their purchase decision or visit the showroom.

You can find out more about the latest consumer and industry perceptions of digital communications, and how to ensure sales teams are making best use of it, by downloading your free copy of our report, Accelerating the Digital Customer Experience, today.