EV drivers consistently report that the biggest barrier to switching isn’t the technology; it’s the experience around it. Vague answers on range. No clear cost-to-charge before you sign. Salespeople who know less about EVs than they as customers do.
EVA England’s most recent nationwide survey found that EV buyers were more likely to rate their handover experience as poor or very poor (12%) than petrol and diesel buyers (8%). Satisfaction is notably lower among second-hand buyers, a growing route into EV ownership. Only a quarter of used EV buyers rated their experience as good or excellent, compared to 34% of new car buyers.
Around 30% of EV drivers think that a lack of clear information about owning an EV is one of the greatest barriers stopping more people from switching. Strikingly, only 3% of non-EV drivers flagged information as a barrier.
People who haven’t bought an EV yet may not even realise the knowledge gap is real. For the EV transition to work, more customers need to be confident that going electric can work for them. That is a real challenge that needs urgent attention.
What drivers said
EV drivers point to inadequate information as a substantial part of the problem:
“They had no idea what they were selling and tried to convert me back to fossil fuels”, one respondent told us.
Another, who’d bought from an EV specialist, found that even there “the salesman was actually pretty ignorant about what he was selling, demonstrating serious misunderstanding of some EV fundamentals”.
But some drivers report excellent experiences: “The dealership went through everything and spent as long as I needed to be confident regarding charging, range and taking care of the vehicle”, said one respondent.
And another one noted that their local dealership had “upped their game” considerably over six years, going from barely knowledgeable to “fully up to speed”.
Having staff who are knowledgeable about EVs matters because dealerships and service centres are the frontline of helping turn demand for EVs into actual sales. For many drivers considering the switch, a showroom conversation is their first real contact with the sector. The driver’s stories above show how patchy and inconsistent that first experience can be, and how off-putting to a potential EV customer it is. And that is something that needs addressing.
What can we do?
This week, a new industry initiative launches that aims to make sure that that first point of sale contact is a positive experience. EV Retail Ready, developed by the BVRLA, IMDA and EVA England, offers independent dealers free, practical training to help them confidently stock and sell used electric vehicles.
The timing matters. EVs made up 25.6% of new car registrations last month, and a growing number of EVs are now entering the used market as leases end. Independent dealers, who don’t have the same manufacturer training support as franchised networks, are being asked to absorb that supply while dealing with customers’ questions they might not be equipped to answer.
The EV Retail Ready programme covers commercial viability, charging and energy, in-life costs, and the customer journey. It takes around two hours, is completed online at a dealer’s own pace, and leads to individual and dealership-wide accreditation. Dealers will also get access to ClearWatt’s EV Explorer tool, which provides vehicle-specific information on real-world range, battery health and charging, giving sales staff something concrete to show customers rather than falling back on headline lab figures.
In its latest white paper, Putting the Driver First, EVA England called for more franchised and independent dealerships and service centres to make use of such training schemes. The EV Retail Ready scheme will provide independent dealers with the knowledge and support they need to close the knowledge gap and give customers better answers.
EVs are here, and they work for many, many people. The next step is making sure the people selling them are equipped with the tools to spread that message.
Pictured Vicky Edmonds, CEO EVA England