Guide: How to answer EV buyers’ biggest questions & pain points

· Updated

You know the questions are coming. And they won’t be easy.

These days, discussing the make, the model and the price isn’t enough. Because selling an electric vehicle (EV) isn’t the same as selling an internal combustion engine (ICE) one. The sales strategies acquired in over 100 years of selling ICE cars won’t work on today’s eco-aware customer. Their buying journey, motivators and decision-making criteria have changed.

The EV buyer needs to feel confident in their choice and the ease of use of their new car. They want to know it won’t run out of power somewhere halfway home. Or that installing an EV chargepoint won’t turn into a long and expensive journey they didn’t sign up for. 

As with all new things, it’s about peace of mind and reassurance that this is the right decision.

What’s more, with higher EV manufacturing costs and lower margins, you can’t afford protracted buying cycles. Time is of the essence. 

That’s why this guide was born — to serve as your GPS when answering the most common EV buyer questions, anxieties and concerns. The ones that are not about the vehicle itself, but that can make or break the sale nonetheless.

Customer-focused consultative sales

The shift in the buying journey has been hard to ignore. Here are some of the most notable new signposts:

  • Budget first, research second. Unlike the traditional car owner, most EV buyers start off by setting a budget first. Before even looking into potential EV models. 
  • Subscriptions to the rescue. Given the high upfront investment and numerous unanswered questions, many EV buyers would opt for a subscription-based model or a lease over a purchase.
  • The rise of the online experience. eCommerce stores and overnight deliveries have spoiled us with easy shopping a few clicks away. Consumers are now expecting this level of comfort across the board. Hence, online dealerships are on the rise.
  • Test drives for the win. Although EV buyers are more likely to leverage digital tools, the onsite experience remains equally important. People want to feel that smooth ride, instant torque, and handling firsthand before making a decision.
  • It’s not just about the car. The ICE buyer’s decision is about the price and the vehicle — its design, fuel efficiency, and so on. The EV buyer, on the other hand, is primarily driven by environmentalism and sustainability, with EV performance coming only second to that.

And then of course there’s the Consumer Duty, which will essentially require brands to put customers first, even above profit.

But here’s the opportunity.

Meet your buyers’ needs by adopting customer-centric, consultative sales.

You’ll not only fulfil the requirements of the Consumer Duty but:

  • Improve your understanding of the EV buyer
  • Build trust and stronger customer relationships
  • Be better equipped to offer high-converting deals
  • Anticipate and address future demand
  • Gain a competitive edge over online dealerships

90% of buyers**
feel a test drive is a critical precondition for the purchase**

Source: Online sales and subscriptions will shape tomorrow’s car financing journey

23% of
customers
would prefer a multichannel buying experience
Source: Online sales and subscriptions will shape tomorrow’s car financing journey

Addressing the major EV buyer FAQs

Q: How do I afford an EV?

The high upfront cost of owning an EV can make even the most eco-conscious among us hesitate. Add the nagging worry about battery life to the mix and it’s no wonder many EV shoppers steer away towards easy subscription deals.

Your answer

Besides a walk-through of the financial benefits of owning an EV (more on that later), it’s worth offering package deals and flexible ownership options. They’ll make the financial commitment more manageable and owning an EV as convenient as possible. 

These could include: 

  • Car subscriptions
  • Finance and insurance offerings 
  • End-to-end services and all-in bundles

Car subscriptions

With growing customer interest in flexible ownership and EV subscription deals like Care by Volvo, Porsche Passport, and Audi Select already on the market, this is certainly an option to consider.

Bonus points if, on top of insurance, taxes, and maintenance, you offer add-ons such as car swaps during the lease period. Customers are willing to pay an extra 10% or more for those.

Finance and insurance offerings

Become the one-stop-shop for all things EV ownership, from purchase to insurance and maintenance, with:

  • EV financing deals to help acquire the EV of their dreams
  • Home EV charging installation to remove charging anxiety
  • Tyres-as-a-service subscriptions to facilitate maintenance tasks
  • Guaranteed asset-protection insurance to cover the difference between the EV’s value and outstanding financing in the case of a total write-off

Likelihood of customers considering a subscription instead of buying or leasing a car

12%
extremely likely

26%
somewhat likely

Source: Automotive consumer and dealer trends

70% of consumers
consider flexible ownership models more important than the car brand itself.
Source: A new breed of car financing feature bundles and embedded services

End-to-end services and all-in bundles

Turns out the all-in service is the main reason people opt for a lease. So why not make it part of the sale?

You could bundle together different financing contracts and maintenance plans. Create service packages that not only solve your EV buyers’ biggest challenges but also deliver a seamless customer experience. 

These could cover:

  • Emergency charging assistance add-on
  • Electronics and battery maintenance plans
  • Smart EV chargers from a trusted manufacturer
  • Home EV chargepoint setup by an experienced installer
  • Platform for home energy management to reduce electricity bills

Powerverse, for example, provides auto dealerships with a white-labelled platform and services that: 

  • Give your customers a useful knowledge base and smart AI solutions that cover: 
    • Tariff switching
    • EV charging time management
    • Cost savings comparison: using existing energy sources vs solar power to charge the EV
  • Enable you to deliver all-in services, from buying and installing a home EV charger to ongoing maintenance, home energy management, and even installation of solar panels.

Pro tip: Prepare a simple one-page summary of each package deal — the products and services included, charges, taxes, and key contract details. With 70% of buyers fearing hidden charges, it will increase trust and help make the sale.

Q: Battery range and charging availability?

Battery range and access to charging stations have long been the number one concern among EV buyers. But that will soon be a thing of the past.

All you need to do is prove it.

Your answer

Battery ranges are increasing

In 2012, the battery range of the Nissan Leaf was 73 miles. Today, it’s 168 and the 2024 Nissan Leaf is set to go up to 212.

The longest range EVs in the UK can manage even more:

  • Mercedes EQS — 452 miles
  • Polestar 2 — 406 miles
  • Tesla Model S — 394 miles

By comparison, the average UK driver travels 142 miles per week in their car.

Public EV chargepoints are multiplying

With only 5,000 public chargepoints available in 2017, there was no argument, charging was a challenge. Today, however, it’s rapidly becoming a non-issue. 

As of April 2023, there are 40,000 public chargepoints across the UK, with more to come. That’s on top of 400,000 private chargepoints installed. 

At this point, there are far fewer petrol stations in the country. 

40,000
The number of public EV
chargepoints in the UK

8,300
The number of petrol
stations in the UK

Flat owners can save up to 75% on chargepoint installation

Home chargepoints take away all the worry when it comes to charging an EV. And there’s no better time to install one than now. 

Those who own or rent a flat can benefit from a government grant that will save them up to 75% off the cost to buy and install an EV charger. 

This guide for building managers to government grants for EV chargepoint installation provides a detailed breakdown of the grants, eligibility criteria, and application process. You can point potential customers to the section on EV chargepoint grants if you own or rent a flat.

You can gain even more with solar

To help buyers make the most of their EV, recommend the ultimate combo: a home EV chargepoint paired with solar power. 

The cost of solar panels has come right down in recent years, payback periods are better than ever, and they won’t have to worry about fluctuating energy costs. It’s essentially free fuel for your car. 

Q: Why choose an EV over an ICEV?

Sales reps often have a tough time explaining the many reasons why owning an EV is better than sticking with a gas guzzler. And let’s face it, if not 101% convinced, most of us would rather “think it over” than sign the cheque.

Here’s how to jump that hurdle:

Your answer

Speak to their inner eco-warrior

Reinforce their motivation by emphasising the environmental benefits of an EV:

Fewer emissions and air pollutantsIn over a year, one EV can save as much CO2 as it would take to fly four return flights from London to Barcelona
The EV manufacturing process is still a challenge. Yet, after an average of 30,000 miles of driving, you’ll have saved more emissions than its manufacturing created.

Lower noise pollution
This is especially important for cities where the driving speed is low and traffic jams frequent.

No exhaust particle fumesOne of the main reasons behind ULEZ and Clean Air Zones, exhaust fumes are a major factor in long-term chronic and respiratory illnesses, including childhood asthma.

No toxic land waste
Leaks and spills from oil and fuel are yet another way ICE vehicles harm the environment. These toxic liquids can get into the ground and water sources, damaging entire ecosystems.

Environmentally-friendly maintenance
Changing filters and engine oil. Brake maintenance. Cleaning residue from fuel and combustion processes. There are a lot of harmful elements involved in maintaining an ICEV (particularly if chemicals aren’t disposed of properly). EVs don’t require any of that.

17 – 30%
Fewer GHG
emissions

An EV creates fewer GHG (greenhouse gas) emissions than an ICEV.

Source: EEA report confirms electric cars are better for climate and air quality

Highlight the financial benefits

Remind them why EV is an investment that pays off:

Lower maintenance costs. Those regular oil changes, transmission servicing, and exhaust system repairs — they’re all in the past. With Over-The-Air (OTA) services and upgrades, and fewer moving parts, EVs can be considerably easier and cheaper to maintain. 

The brakes will last longer, too. This is thanks to a regenerative braking technology that increases the efficiency of the EV’s power usage and reduces wear and tear on brake pads. 

Pro tip: To illustrate the difference even better, show the potential maintenance schedule of the buyer’s chosen EV model.

Lower running costs. EV owners can benefit from cost savings of electricity vs petrol or diesel, especially if they incorporate solar power. With a solution like Powerverse, their electricity bills can go down by as much as £1,000 every year.

Tax incentives and discounts, such as exemption from the vehicle tax. It’s also worth offering a discount through the plug-in grant.

Compliance with ULEZ and environmental regulations, such as the new Euro 7 standards, which set strict emission limits on cars, vans, trucks, and buses. With an EV, there will be no additional charges or penalties to pay.

Be prepared: other questions

Terminology

All the science and jargon can be another obstacle to sale. So, while walking the buyer through the different models and charging options, it’s worth making sure you’re on the same page when it comes to kilowatt-hours, range, EV chargers and chargepoints, and all the other electric goodness.

Below are some key terms your buyers may need to know. If you really want to dazzle them with your EV industry vocabulary, check out our glossary of EV terminology – the EV ABC, if you will.

Battery Electric Vehicle (BEV): Purely electric vehicle, powered by an electric motor and battery without an internal combustion engine.

Plug-in Hybrid Electric Vehicle (PHEV): An EV that runs on both electricity and gas. Its battery pack can be charged by plugging into an external source of electricity or by its onboard internal combustion engine-powered generator.

Range: How far an EV can travel on a single charge.

EV charger: The device that supplies electric energy for charging an EV’s battery.

EV chargepoint: Also known as EVSE or EV charging point, an EV chargepoint is the physical system that allows an electric vehicle to be charged. It encompasses an EV charger, one or more connectors, and a user interface. 

kWh: A kilowatt-hour (kWh) is a unit of measurement used to calculate energy consumption. It measures the amount of energy used, calculated in kilowatts (kW), in one hour.

Volt: A volt (V) is a unit of measurement used to describe electrical potential — voltage. It can be described as a pressure that enables the flow of electrons in a conductor or closed electric circuit.

The used EV market

Not as common as range anxiety, but a question that pops up often enough nonetheless: Will I be able to sell my used EV (easily)?

There’s good news here, too. 

The used EV market is picking up, with more and more vehicles for sale. In the first quarter of 2023, used BEV sales were up 56.5% compared to the same period in 2022, while used PHEV sales were up by 13.9%. With more stringent sustainability regulations on the rise, these numbers should continue to grow.

About Powerverse

We’re experts in EV chargepoints, solar panels, home batteries, and smart home energy systems. 

Powerverse helps auto dealerships remove barriers to selling EVs with white-label products and services that empower strong client relationships, create recurring revenue streams, and turn your dealership into a destination your customers will return to time and again. 

Get in touch to find out more!