Electric vehicles aren’t a shiny new thing anymore – in fact they date back to the 1800s. But despite their long history and now growing popularity, most Canadian car buyers still know very little about them.
With so many options on the market and new acronyms to remember, we thought that maybe there was a bit of confusion?
Do customers know the difference?
We put 1,000 Canadian car buyers to the test. We asked them to match the electric vehicle type with its corresponding definition.
The result? Most buyers failed the test!
An alarming 67% of buyers don’t fully understand the difference between Battery Electric Vehicles (BEVs), Plug-in Hybrid Electric Vehicles (PHEVs), and Hybrid Electric Vehicles (HEVs). PHEVS and how they differ from HEVs caused the most confusion.
%20FRC.jpg?width=1250&height=163&name=DrivingInsights_EVS_Graphic_10.03.24_DrivingInsights_AutoTheftImpactingCarBuyers_07.17.24-09%20(1)%20FRC.jpg)
It’s likely the EV buyers that have already either purchased or previously reached out have a better understanding of their options. Their early enthusiasm for EVs tends to correlate with a greater level of research.
The next wave of EV buyers won’t be as prepared. Most Canadians told us they will consider an EV for their next vehicle, but they are unlikely to know what option is right for their lifestyle.
So, how can you help to make sure their spark of interest in EVs isn’t put out by the varied selection and confusing jargon?
Educating for a sale
There’s a clear opportunity to step in and educate your customers. Providing short and simple explanations of each vehicle type, including benefits and trade-offs, can help your customers feel more confident.
Also, there’s no harm in starting before they reach out to you about it. If most of your customers are in the dark on EVs, why not be the one who switches on the light for them with something as simple an email explainer? As mentioned in this blog about customer support, your customers want to hear from you at least every couple of months.
Getting some information from you, the experts, might be the push your customer needs to get them through your door later. Once they’re ready, and the more knowledgeable your team is on EVs, the more likely customers will feel reassured and trust you to help them make the right decision.