Uscale survey: Trade hesitant with electric cars and not utilizing potential

If poor sales figures for electric cars are lamented in Germany, this is not only due to a lack of affordable vehicles, but also to the manufacturers and dealers who do not properly support their customers. This is the result of the fifth EV-Retail study by the Stuttgart-based market research company Uscale. Someone buying an electric car has different needs than someone looking for an internal combustion engine vehicle. And: Anyone who wants to buy an electric car today is open to many different brands. The analysis shows that buyers are on average interested in about six different brands. Therefore, manufacturers, importers, and dealers have good chances to catch the attention of interested parties, but they need to make an effort to convince and stand out against the competition, the authors conclude.

Hesitation in sales – not just among customers

It is surprising that car dealerships in Germany are still hesitant with respect to electric mobility. Dealers still do not adequately engage their customers or sufficiently meet their information needs. As a result, electric car shoppers do not get the confidence they need during the purchasing process to be fully convinced. The first point of contact for potential buyers is usually the manufacturer's website. If they do not find what they are looking for there, a visit to a dealer becomes less likely, and buyers turn to other brands. The EV Retail study shows that, on average, only 35% of those interested feel validated in their decision to buy a car of the respective brand when visiting the manufacturer's website. By comparison, this figure is 71% for internal combustion engine cars. And: Even after visiting a dealer, only about 40% of buyers feel they are looking for an electric car with the "right brand." After a test drive, this figure rises to at least 48%.
 

Online purchases are increasing, but in-store remains important

The market researcher surveyed the "Customer Experience" at all stages of the so-called purchase funnel that buyers go through in the information, purchase, and post-purchase phases. This includes research on manufacturer and dealer websites, visits to dealers and brand events, test drives, and finally the configuration, contract signing, handover, and after-sales service. Although online car purchases are increasing, the dealer remains an important point of contact. On average, interested parties visit dealers of at least 2.3 different brands. Even among online buyers, the number is almost 2. Thus, dealers have multiple opportunities to convince customers of the electric car and their brand.