Retailers can unlock additional electric vehicle (EV) sales by providing consumers with information on battery health in their adverts, according to new data from Autotrader.
A substantial 34% of car buyers cite concerns over battery health as a key barrier to making the switch to electric.
Marc Palmer, Autotrader’s Head of Strategy & Insight, said: “With used electric cars repeatedly taking top spot for speed of sale on Autotrader, demand is high but this data suggests there is significant untapped sales potential, if all relevant data was shared with consumers.
“Retailers who are proactive in carrying out official battery health checks and, crucially, including that clearly in their adverts understand the opportunity electrification presents and are giving themselves the best chance of success.
“By giving buyers all the information they need upfront, retailers can immediately differentiate themselves from the competition and unlock a significant stream of sales that would otherwise be lost to doubt.”
Only 56% of used car retailers always perform a battery SOH check as a standard part of their preparation process, with 10% sometimes conducting a check.
Almost a third (29%) responded that they never conduct battery health checks before selling a used EV. The most common reason for not conducting a check was focusing on newer cars that are under warranty.
Other reasons include not having enough time, relevant equipment or knowledge – one retailer responded that they were too scared to conduct a check.
Of those who do perform checks, only 28% always include the information in their vehicle advertisements with 46% never including it.
By failing to provide the information, retailers are missing an opportunity to ease consumer fears.
Even if battery SOH information is not included in adverts, 72% retailers discuss battery heath with consumers at some stage.
Almost half (45%) said discussions about battery health are instigated by consumers, with 14% saying it was an even split between retailers and car buyers. Just 17% said they never discuss battery health.
