As more automotive retailers broaden their product portfolios to include electric vehicles (EVs), there is still some way to go before widespread adoption amongst consumers. While many are interested in the prospect of an EV, the high price tags and the fear of the unknown is holding some drivers back from making the transition. Making some simple, yet effective, changes to the online buying journey could enhance the customer experience, improve reputation, and increase sales conversions.

Where it all begins

With 95% of vehicle buyers starting their journey online to source information, an automotive retailer’s digital platform has become a crucial stage within the overall customer buying journey. Getting it right at the beginning of the journey will make a big difference to the outcome, and much easier for the sales team to convert the sale.

Think about what information a potential EV buyer might want to know, especially if they are transitioning from an internal combustion engine (ICE) for the first time. Start with the areas that potential EV buyers are concerned with and try to address them within the content. Speak to them in language they understand. In automotive, there are acronyms galore, particularly when purchasing an electric vehicle: BEV, PHEV, EV, and HEV.

Your objective is to give buyers all the information they need to understand the different types of vehicles available, so they can make an informed decision.

What are EV buyers concerned about?

Making the transition from ICE to electric can seem daunting for some consumers, with most experiencing the same anxieties and concerns over how the vehicle would work for them. Some of the most common concerns include:

• Range: the distance an EV can travel on a single charge is a top priority for consumers.
• Charging time: how quickly the vehicle can be charged, especially at public charging stations or home chargers.
• Price: the initial cost and available incentives or subsidies.
• Running costs: how much will it cost to run? On average, how much will it cost to charge? And how do the maintenance costs compare to the more familiar ICE car?
• Performance: acceleration, handling, and overall driving experience. Again, put this in terms they can understand from driving an ICE.
• Battery Life: expected lifespan of the EV’s battery and any warranties provided.
• Technology and features: advanced technology, safety features, and in-car entertainment options.
• Brand reputation and reviews: reliability of the brand and feedback from current EV owners. Consider hosting an area where customers can leave reviews on vehicles to help others or think about pulling in this information from a trusted review site.
  

Using these concerns, build the answers to the questions into the content on your digital platform. When displaying a vehicle, ensure all information on that vehicle is available from price and specifications to range and charging time.

The importance of data within the customer journey

Customers want to understand how an EV can work for them, in real world terms. Providing detailed, reliable data on emissions, tax, and running costs can make a difference between the type of vehicle they choose. Giving buyers the opportunity to configure and compare vehicles side by side will enable them to find the option that is right for them.

If your digital platform has done the job correctly, the customer will be well informed and clear on their choices before even setting foot into a physical showroom. Meaning, your team can convert the sale much easier and quicker.

As mentioned, range anxiety and uncertainty over battery life are typical concerns consumers have as they contemplate buying their first EV. Where previously they could easily recognise such phrases as mile per gallon or litres per 100kms, they are now faced with understanding a new vocabulary that comes with electrification. Time to charge and battery kilowatt hours are some of the new phrases used to describe features on EVs. Where calculations on fuel consumption for ICE vehicles were consistently applied, the same cannot be said of “time to charge” for an EV. That's why JATO has introduced a standardised calculated charging duration to support consumers in understanding this important feature in their purchasing decision. This is just one example of how the online purchasing journey is made easy with JATO’s comparison tools.

Choose a partner to simplify the journey

Providing reliable and accurate information to buyers will boost your reputation and build credibility with customers. They are also more likely to recommend you to friends and family. However, if you fall short on the basic information required, they will abandon their search on your site, and find a competitor that is giving them what they need.

With EV data for 70+ brands, 200+ models, and 6000+ versions, JATO works closely with online retailers and businesses globally to deliver the comprehensive vehicle data that feeds these crucial elements consumers are looking for – from specifications and model comparison to emissions and fuel consumption.

Partnering with JATO allows retailers to present an easy to compare view of their market, no matter if new or pre-owned, JATO’s integrated data solutions can support the customer buying journey as they transition from an ICE vehicle to an EV.

If you have any questions or would like to speak with an expert member of the team, get in touch. Alternatively, you can find more information here.

For 40 years, the global automotive industry has relied on JATO data and insights to understand market trends, harness competitive advantages, and help consumers through the vehicle shopping journey. Our specialist team of more than 200 expert researchers spread across more than 50 countries are dedicated to delivering accurate, standardised data and trustworthy insights.