The first quarter of the year presents a prime opportunity for dealerships to boost annual sales, but real growth will only come from increasing electric vehicle (EV) sales.
However, most marketing efforts fail to engage the largest untapped audience – the 80% of potential buyers who don’t yet see themselves as an EV owner.
Search data consistently shows that demand for internal combustion engine (ICE) vehicles remains dominant, with EV-related searches accounting for just 10-20% of the total.
This means that OEMs and dealerships are competing for an already converted, small segment of the market rather than expanding the pool of EV buyers.
With fleet, company, and salary sacrifice markets already saturated, the biggest opportunity for incremental EV sales lies in retail ICE enquiries.
Of these, a third will not consider switching, a third are open to discussion but won’t currently change, while the remaining third can be persuaded—if approached correctly.
To capitalise on this opportunity, dealership sales teams must be trained to convert ICE enquiries into EV sales.
Changing the perception of EV ownership is key to boosting the sales mix. Rather than positioning EVs as an alternative or niche option, dealerships must demonstrate how they meet the practical needs of everyday drivers.
At MotorVise, we’ve developed the Enhancing EV Mix Programme to address barriers to EV adoption by shifting how dealerships engage with potential buyers.
This includes repositioning salespeople as trusted advisors rather than product pushers. By guiding customers through a consultative process – considering daily mileage, home charging availability, long-term cost savings, and environmental benefits – buyers can make informed decisions based on real-world needs rather than misconceptions.
Sales events provide an ideal platform to embed these strategies. To maximise EV adoption, dealerships should integrate interactive cost comparisons that highlight running costs, fuel savings, and total cost of ownership. These tools make the financial benefits of EVs clear and tangible.
Additionally, the Government is reportedly in discussions with the auto finance sector about introducing low-interest or interest-free loans to make EVs more accessible. If implemented, dealerships must be ready to integrate these financing options into their sales process, ensuring customers fully understand their benefits.
Targeted communication is also essential. Addressing common EV myths, including range anxiety and charging concerns, before buyers step into the showroom helps break down barriers. Dedicated test drives and charging demonstrations allow buyers to experience EV ownership first-hand, while bundling home charging solutions into financing packages removes a significant obstacle to purchase.
For dealerships to succeed, sales teams need hands-on experience and expert knowledge. Providing home charging solutions for staff who drive EVs boosts credibility and ensures test vehicles are always fully charged. Comprehensive training must also be a priority, covering electricity tariffs, charging networks, and available incentives to ensure sales teams can confidently answer customer queries. Aligning incentives and rewards can further drive results – gamification strategies and enhanced commissions for EV transactions help build enthusiasm and encourage focus on EV sales.
Ongoing monitoring and adaptation are crucial. Dealerships should establish clear key performance indicators (KPIs), such as tracking the EV sales mix percentage and conducting mystery shopping exercises to ensure best practices are consistently applied.
The results speak for themselves. Dealerships implementing these tactics through the Enhancing EV Mix Programme have achieved EV sales mixes exceeding 20% in pure retail, demonstrating that strategic changes can deliver meaningful results.
Fraser Brown is managing director of MotorVise
