Dealers 'missing out' on £27m EV charger revenue

Dealers could unlock up to £27 million of additional revenue by selling home chargers with electric vehicles (EVs).

There were 267,203 new and 71,071 used EV transactions recorded last year and an even greater number expected in 2023. Charge point firm Go Zero Charge estimates that 80% of those would be leads for a home EV charger sale.

The company is launching a trade partnership offering and claims to offer "industry-leading" commission rates. 

David Wells, CEO at Go Zero Charge, said: “Our holistic approach to supporting the automotive industry and its EV customers means that dealers and leasing companies can provide an extremely high-end home EV charger and incredible service at a highly competitive cost. We have launched the smartest EV charger available, so it makes sense that our offering to trade should be pretty smart too; and enable partners to access a means of significantly boosting their revenue.

“We want to enable the industry to boost their service by assisting more customers in the move to EVs and we are confident that our complete EV charging solution does exactly that.”

Just 17.7% of potential EV buyers would consider owning a zero-emissions car if they couldn’t charge it at home, according to a new study.

Finding from the survey, conducted by What Car?, found that the majority of people would only be comfortable to make the switch to an EV if they had a home charger – highlighting ongoing fears about the suitability of the UK’s charging infrastructure.

Dealer partners that join Go Zero Charge will be provided with POS materials, a series of videos to educate both sales teams and customers on EVs and charging, as well as the creation of dual-branded landing pages, affiliate tracking for marketing materials and an API integration directly into key platforms. Its comission model means dealers won't have to hold stock of chargers, unlike some existing wholesale models.

Go Zero Charge has already partnered with the BVRLA, Fords of Winsford and Britannia Car Leasing; with Auto Data Solutions (ADS) facilitating the delivery of the brand’s EV charging solution into dealerships and leasing firms.

Volkswagen Financial Services UK chief executive Mike Todd asserts that charge point accessibility remains the key barrier to EV adoption for many car buyers, in a column he wrote for AM last year.