Greater than half of UK automotive buyers say they’d spend more time researching an electrical vehicle (EV) in comparison with a petroleum or diesel automotive, in accordance with latest research.
Moreover, most prospective buyers usually tend to purchase an EV from a retailer that gives extra reassurance concerning the vehicle and ownership experience.
The survey, commissioned by digital marketing firm Marketing Delivery, highlights the necessity for retailers to implement EV-specific contact plan to offer consumers with additional information and support before, during, and after their enquiry.
Amongst 1,000 UK automotive buyers surveyed, 51% ‘completely agree’ or ‘somewhat agree’ with the statement: “I’d expect to spend more time doing online research for the potential purchase of a brand new or used electric vehicle than I’d for a standard petrol or diesel vehicle.”
Further, nearly two-thirds (65%) of respondents ‘completely agree’ or ‘somewhat agree’ that they’d be more inclined to buy an EV from a retailer that gives reassurance concerning the vehicle and ownership experience.
The study also found that drivers aged 36 to 45 are the most certainly to dedicate additional research time to EVs versus petrol or diesel cars, with 69% stating they’d invest more effort in EV research.
Marketing Delivery advises retailers to leverage social media to have interaction consumers in the course of the ‘pre-enquiry’ research phase. Through the use of audience targeting tools to succeed in 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 selected 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 major opportunity for retailers to capitalise on the growing interest in EVs by engaging with prospects early within the prolonged research phase.
“Our digital solutions use AI to nurture leads and maintain engagement by delivering clear, informative, and relevant content throughout the acquisition journey. This builds trust with customers while allowing sales teams to deal with 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.”
This Article First Appeared At www.am-online.com
