Change of sales tactics will reverse declining EV market share, says MotorVise

The UK’s declining market share of pure electric vehicles can be reversed if dealerships reevaluate traditional sales tactics, says MotorVise.

It has developed a unique EV Retail Sales Mix Programme which has already seen a two-site dealership group increase its EV retail sales mix from 8 to 30% between June 2023 and January this year.

The automotive consultancy’s own research reveals that more than 60 percent of UK drivers have access to off-street parking, allowing them to benefit from significant savings available from domestic overnight charging.

“That means at least 30 percent of all new car customers could be sold an EV today, if the right conversations happen in the dealership and they are encouraged to take a test drive, said Fraser Brown, managing director of MotorVise.

A total of 48,388 battery electric vehicles were registered in the UK in March, according to the SMMT, 3.8% up on the same month last year. However,  the market share of pure electric vehicles dipped from 16.2% in March 2023 to 15.2% in March this year – despite the introduction of new and more keenly priced models offering improved range.

MotorVise has revised its EV Retail Sales Mix Programme for 2024 which places dealership sales staff at the heart of a significant improvement in the sales mix.

Fraser Brown added: “Dealerships are caught in a no man’s land of transition between the internal combustion engine (ICE) and EV, and the figure remains well below the government’s zero emissions vehicle target of 22%.

“Many resort to increasing their marketing expenditures or offering discounts on registrations to drive sales, but this is proving ineffective for EVs. The key to unlocking the true potential of EV sales lies in engaging customers in meaningful conversations.

“Sales teams must be well-versed in the advantages over  internal combustion engine vehicles while tailoring their approach to each customer’s unique needs and concerns.

“If sales people have up to date knowledge, the tools and qualification processes, they can confidently discuss electric vehicles with every customer – even those who walk in not having ever considered owning one.

“Manufacturers and OEMs can align their ICE and EV retail campaigns which allows  a clear real world price comparison that allows consumers to balance the additional upfront cost of an EV with the savings available from using a low cost overnight domestic tariff.”

The programme recommends that a one day training course is held prior to a dealership hosting a sales event. It also offers a coaching programme led by industry experts who support sales teams via a monthly half day visit to drive change and embed EV culture.

The opportunity for retail sales is immense considering the untapped potential within the market. By shifting the focus towards educating sales staff and fostering a deeper understanding of EVs among potential buyers, dealerships can rapidly increase their sales mix.”