Marketing Electric Vehicles: What Car Dealerships Need to Do Differently

The shift towards EV isn't some futuristic sci-fi concept. It's already here and we're witnessing it happen, in real-time. With electric vehicle (EV) sales rising year-on-year, as well as the Government tightening emissions regulations, it is becoming increasingly clear that the future of driving is changing at a fast rate. But while cars themselves are evolving, dealership marketing strategies haven't necessarily moved with the times.

Selling EV's isn't just about showcasing a new line-up of cars and their specs, it's also about speaking to a new/different kind of buyer and adapting to this fast-paced new era. To succeed in this , dealerships need to not just adjust their stock, but also, their approach to marketing.

So whether you're struggling to keep up with marketing in the age of electric or just looking for some inspiration to nail your EV marketing, we've got the guide on how to do just that.

Understand the EV Buyer: It’s a Whole New Audience

Cars have changed a lot in recent times, and as a result, so have buyers. For prospective customers looking to buy an EV, they may be thinking differently to that of a traditional car buyer and therefore, traditional marketing methods, just won't cut it with them.

There are a few factors to look out for with EV buyers. Including:

EV Customers Tend To Be More Online

For one thing EV customers tend to be more online and more research focused. They typically spend more time learning about electric vehicles online, watching reviews and understanding the charging infrastructure of EV's. The youngest driver's in society, Gen-Z's (those aged between 13-28) are the most likely to buy an EV and it doesn't just stop with them. The most online generation are also more likely to persuade their older families and friends to consider going electric, according to a survey by Peugeot.

What does this mean for dealerships? Well, if you're making the most of social media and digital marketing strategies then you are missing out!

EV Buyers Are More Tech-Savvy

Buyers of electric cars are also more likely to be much more tech-savvy than ever before and appreciate innovation and smart tech. This is also a massive reason as to why they are considering EV. After-all, a car that can slot perfectly into their digital world, is going to be a massive tick on their criteria when searching for a car.

The message throughout your marketing therefore, needs to reflect this demand. Show how the tech of the cars can make the buyer's life all the more convinient.

Environmentally-Conscious People Buy Electric Cars

Another important thing to consider is that EV buyers will likely be more sustainability minded and eco-friendly. Many are driven by their environmental values and buying an EV is a conscious, responsible choice for them.

With All of this in mind, it is important to tailor your message to address these motivators early in their buyer journey.

Shift Your Messaging from Features to Lifestyle

It's all well and good explaining the features of the car, and you should certainly include that in your marketing, but this won't have such a strong impact on a buyer.

Your marketing message needs to start before they even step foot onto the forecourt, so instead of just relying on facts about performance stats and lease options, effective EV marketing is all about tapping into emotions and identity.

Buyers will undoubtedly have a checklist of questions they want to know before they come to you and by answering them is going to help you secure more trusted leads.

Buyers want to know:

• How does this EV fit into my daily routine?

• Will buying an electric car save me money over time?

• Am I helping protect the environment and my wallet?

The message needs to move from "fastest in its class" to "charge once, commute all week." 👉 Ditch “0–60 in 4.5s” for “Skip the petrol station, forever.” While you want to be promoting your cars, buyers will certainly appreciate a dealership that has taken the time to consider how an EV will add value to them and their busy lives.

Story-telling is the key here. So frame EV's as a smarter, greener way to move through the world and not just a purchase.

Focus on Education, Not Just Promotion

This brings us nicely on to our next point. Creating content to promote your business and the cars that you sell is great stuff, but most EV buyers are navigating new territrory and they want to and need to learn more about it first.

Your dealership therefore, should become a trusted guide, not just the seller. Building this trust through helpful and search-optimised content can really help to answer the buyer's burning questions and give them the tools they need to make the most informed decision about their purchase.

Creating content and marketing materials that answer real questions such as:

• How far can this EV go on one charge?

• What's the difference between hybrid, plug-in and full electric?

• What governemtn incentives are there for EV owners?

You could do this through a series of blog posts or downloadable guides. EV video series on your website, YouTube or TikTok can also be incredibly useful for buyers at the start of their journey. Likewise, Instagram posts and stories breaking down common EV myths can also help to build trust between your dealership and the buyer.

When buyers see you as an authoritative figure in this sector, they are much more likely to see you as their first stop when it's time to make that decision.

Rethink Test Drives & In-Store Experiences

As we mentioned, the EV experience is different to traditional car buying and your in-store experiences need to reflect that.

Some things you could offer include:

• At-home test drives (highlighting range convenience)

• Dedicated EV experts on your team

• Charging tutorials during the test drive

• Loaner chargers or guides for home installation options

Also, make your online experience EV-first:

• Add EV filters to your inventory search

• Include detailed specs, battery life info, and charging time

• Feature comparison tools to stack up EV vs petrol

Don’t Forget About Your After-Sales Marketing Strategy

One of the biggest concerns EV buyers may have is ongoing support after the initial purchase. Again, this is new territory for people and often features as part of their initial research into EVs.

Common concerns include: servicing, battery health and warranties.

While dealerships can get caught up in the before, presenting your potential buyers with the after, can also help them to make the best decision from the outset.

By including after-sales in your marketing strategy, buyers are much more likely to see you as the destination for all of their EV needs before and after purchase.

Make sure your after-sales marketing includes:

• Battery checkup programs

• Extended warranty options

• Educational reminders on charging habits or software updates

  
  

Do this and you are much more likely to build a long-term relationship with your buyer, turning one-time buyers into loyal, repeat customers.

🚗 Final Thoughts: EVolve or Hit The Road.

The Automotive landscape is changing faster that ever and as a result, dealerships that fail to adapt their marketing can expect to be left in the dust. While traditional and EV buyers share a lot of similarities to each other (they all want exceptional service, they have questions, they look to dealerships for the best deals), they are also world's apart.

EV buyers require a more human experience. They want to be educated and they want to emotionally resonate with the messages they are consuming online. Therefore, considering this approach through your marketing is going to set you and your team up as the EV experts, driving the customers in to the showrooms and allowing your dealership to move with the times.

Need Help Marketing Your EV Lineup?

At Promote 1, we've seen a lot of changes over our decades within the Motortrade and as a resuly, we're ready for all the exciting changes coming our way. Whether you're struggling to adapt or just looking for a marketing agency to help you take things to new heights, then we can help to craft EV-focused marketing strategies that drive results. From digital campaigns to content that educates and converts.

Ready to future-proof your dealership? Let's talk EV markeing. Contact us here.