Car buyers demand more information before committing to EVs, study finds

More than half of UK car buyers say they would spend more time researching an electric vehicle (EV) compared to a petrol or diesel car, according to new research.

Additionally, most prospective buyers are more likely to purchase an EV from a retailer that provides extra reassurance about the vehicle and ownership experience.

The survey, commissioned by digital marketing firm Marketing Delivery, highlights the need for retailers to implement EV-specific contact plan to provide consumers with additional information and support before, during, and after their enquiry.

Among 1,000 UK car buyers surveyed, 51% ‘completely agree’ or ‘somewhat agree’ with the statement: “I would expect to spend more time doing online research for the potential purchase of a new or used electric vehicle than I would for a conventional petrol or diesel vehicle.”

Further, nearly two-thirds (65%) of respondents ‘completely agree’ or ‘somewhat agree’ that they would be more inclined to purchase an EV from a retailer that offers reassurance about the vehicle and ownership experience.

The study also found that drivers aged 36 to 45 are the most likely to dedicate additional research time to EVs versus petrol or diesel cars, with 69% stating they would invest more effort in EV research.

Marketing Delivery advises retailers to leverage social media to engage consumers during the ‘pre-enquiry’ research phase. By using audience targeting tools to reach those actively browsing EV-related content and deploying remarketing pixels from their website’s EV pages, dealerships can deliver informative and timely ads.

Once an enquiry is made and linked to a specific EV model of interest, retailers can then segment stock feeds to send personalised EV-specific stock alerts via email.

Charlotte Murray, managing director at Marketing Delivery, said: “The survey results highlight a significant opportunity for retailers to capitalise on the growing interest in EVs by engaging with prospects early in the extended research phase.

“Our digital solutions use AI to nurture leads and maintain engagement by delivering clear, informative, and relevant content throughout the purchase journey. This builds trust with customers while allowing sales teams to focus on the enquiries closest to conversion. Any strategy that enhances consumer confidence in EVs without adding extra pressure on retailers is a positive step toward broader EV adoption.”