3 ways to counter the “I can’t afford it” objection in EV sales

Auto Dealerships | 22 September 2023

It’s all about sustainability and the environment. Almost all.

While eco-awareness remains the primary driver behind EV sales, the high upfront costs are sitting strong as the main roadblock to purchase.

Out of the 50% of buyers who considered an EV when last shopping for a car, only 5% ultimately got one. And many are looking for flexible ownership options.

So the next time you’ve got a potential buyer eyeing an EV in your showroom, blocked by concerns about putting down the investment required, here’s what you can do to help them.

Unleash the power of flexibility with a subscription deal

70% of consumers prioritise flexible ownership models over the vehicle brand itself.

So yes, we think you should add subscriptions to your EV menu, but not the traditional flavour everyone’s used to — an EV seasoned with insurance, taxes, and basic maintenance to go.

We recommend an à la carte approach with premium add-ons for which most (64%) customers would pay an extra 10% and more:

  • Possibility to pause a contract at any time
  • Option to switch cars midway through the lease

And while we’re at it, why not also provide access to a rental car outside their hometown or shared short-distance mobility options like an e-bike?

Sweeten the deal with financing and insurance offers

A good EV financing and insurance deal can go a long way. Consider:

Including maintenance is a particularly strategic move. Yes, there will be fewer in-person checks needed, but they’ll also be more complex and require a more specialised tech and workforce.

For the customer, that can easily translate into higher maintenance costs — not something to look forward to (or help the sale today). Not unless you have a good maintenance deal up your sleeve.

One final tip: it’s always worth reminding your prospective buyers of the additional financial benefits of EV ownership, such as exemption from the vehicle tax and compliance with ULEZ, Clean Air Zones, and Euro 7 standards. In other words, more access, fewer charges.

Build the ultimate EV ownership experience with all-in services

In this fast-paced world, convenience is king. People crave simplicity and ease.

So what better way to counter cost objections than by offering an end-to-end service package that cuts the expenses of EV ownership and takes care of all the technical aspects of vehicle maintenance as well as the nitty-gritty of setting up cost-effective home EV charging.

Our recommendation — create several packages that mix and match:

  • Insurance
  • Valet services
  • Tyre maintenance
  • Tyre replacement
  • Solar panel installation
  • Emergency charging assistance
  • Smart EV chargers and installation
  • Electronics and battery maintenance
  • Customer platform to control energy use and electricity bills

You’ll sell not just cost-efficiency but also more time to enjoy their EV adventures.

And there you have it. With subscriptions, end-to-end services, and, most importantly, a flexible, personalised approach to EV sales, you’ll be in a much better position to help your buyers achieve their EV dreams, improve the customer experience, and leave your competition in the dust.

Want more tips and ideas on how to answer the most common EV buyer questions and anxieties?

Download our guide:

How to answer EV buyers’ biggest questions & pain points (that are not about the vehicle)

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