Car retailers’ EV advice essential for ‘stoic’ motorists in cost-of-living crisis

Car retailers’ electric vehicle (EV) buying advice is growing in importance as motorists hit by the cost-of-living squeeze exhibit “stoicism and indecision” amid rising transport costs.

Responding to the findings of JudgeService’s forthcoming State of the Nation III annual report, the reviews and surveys specialist’s managing director Neil Addley suggested that the time has passed when dealers needed just one or two electric specialists.

“Everyone in the sales team needs to be trained to talk about all things electric,” said Addley.

JudgeService’s State of the Nation III annual report draws on the responses of over 3,000 car buyers who purchased a vehicle within the last three years.

When asked whether high fuel prices had affected their current motoring habits, 40% of respondents to JudgeService’s survey said they were driving less, while nearly a third (31%) admitted they were choosing to absorb the costs.

Buyers were similarly divided when asked whether the fuel hikes were prompting them to think about electric alternatives to purely petrol and diesel-powered vehicles.

Half said the rises had made them more likely to consider an EV, while over a quarter (27.5%) maintained the rises will not have an impact and 22.5% were undecided.

Addley said: “Despite car buyers facing the challenges of balancing household and motoring budgets, as the cost-of-living crisis deepens, we’ve identified a strong feeling of stoicism with many prepared to take the extra financial hits on the chin.

“What this demonstrates is the increasing opportunity for dealers to provide even greater online and in-store advice for car buyers to help them weigh up the alternatives.

“BEVs, PHEVs or hybrids now make more economic and practical sense than ICE cars for some car buyers. For many dealers it’s no longer sufficient to have one or two electric specialists, who can talk knowledgeably about transitioning from ICE; everyone in the sales team needs to be trained to talk about all things electric.”

In the latest digital edition of AM magazine, a survey commissioned from JudgeService revealed the impact of rising costs on car retail businesses across the UK.

Among the comments featured in the resulting News Insight feature, Livingstone Motor Group managing director and the current GM/DP of the Year, Andrew Iveson, revealed that one of his suppliers had been “petrified” by the prospect of rising energy costs this winter.