The past few weeks have shown just how fragile our reliance on fossil fuels really is, writes Keyloop’s global OEM strategy director Jacqui Barker.
A global oil shock of this magnitude doesn’t just raise eyebrows in boardrooms; it hits forecourts faster than you can say price per litre.
With Brent crude now above $100 a barrel, thanks to geopolitical turmoil and supply constraints, electrification has shifted from a someday conversation to a now decision for many consumers.
But here’s the bit we can’t afford to miss: customers aren’t necessarily just looking for EVs. They’re looking for clarity and consultation. They’re looking for reassurance. And they’re looking for retailers who understand their lifestyles as much as their buying habits.
Buyer behaviour is changing fast!
We’ve seen it before; fuel price spikes make drivers rethink things. But this time, the shift is sharper. The EV market has matured, the choice is broader, and the value case is far easier for customers to grasp. And the data backs it:
- CarGurus saw a 20% spike in EV search traffic in the week following the Iran conflict, with some models seeing search volume almost double.
- Google search queries for used electric cars hit a three-month high, almost doubling since late February as fuel prices pushed above key thresholds.
- In Australia, where the price shock has been particularly acute, new battery electric vehicle sales are running at nearly double last year’s rate, with dealers reporting that fence sitters are now coming off the fence and committing to EV purchases.
These are not abstract shifts; they’re real behaviour changes from customers walking into UK showrooms today.
Autotrader UK saw EV advert views jump around 30% in a single week during the 2022 price spike and analysts say the same pattern is playing out again with oil over £100 a barrel. This time, though, the effect is even stronger because EVs have gone mainstream, with credible models under £20,00.
This isn’t just about selling cars
What strikes me when speaking to retailers across the network is this: the technical conversation around EVs has matured, but the customer conversation hasn’t kept pace.
Customers aren’t just walking in asking for an EV. They’re asking:
- Can I charge it at home – realistically?
- What will my electricity bill look like?
- How long will the battery last?
- Will this actually save me money if energy prices go up too?
- Is a hybrid safer for me than going all electric?
These are lifestyle questions, not product questions. And this is where retailers must act as educators, not simply as product experts.
We know, for example, that when petrol rises from £3.25 to £4.50 a gallon, the annual fuel cost on a typical 25 MPG petrol car jumps by roughly £750 per year, while most EV owners still sit between £500-£800 annually in electricity use.
That’s real-world budgeting, and it lands with customers far more quickly than kilowatts or charging curves ever will.
Helping customers over the line
Moments of disruption always boost EV consideration. But disruption only builds intent. Education closes the sale.
Fence still sitters exist in every market. They are rational, they’re cautious, and they need confidence. That confidence comes from you, the retailer, not the headlines.
Right now, that means:
- Explaining home charging with simple, jargon-free clarity
- Comparing lifetime running costs in pounds, not percentages
- Demonstrating charging options using real customer scenarios
- Talking openly about residual values, including volatility
- Offering test drives that mimic real commute patterns
In other words: sell the lifestyle fit, not just the vehicle itself.
They’ll switch when EV feels easy
I joined regional product specialist, Chris Rose, a colleague at Keyloop, at SMMT Electrified this month and one of his key takeaways from industry briefings like this: the market won’t shift on technology alone, it shifts when customers feel the transition fits their everyday reality.
His argument, and one the data supports, is that electrification succeeds when the experience of owning an EV feels as straightforward as owning an ICE vehicle. Not better. Not revolutionary. Simply easy.
That means retailers must become much more fluent in:
- Public charging network reliability
- Local energy tariffs and smart-charging incentives
- Charging at flats and multi dwelling units
- Workplace charging schemes
- Off-peak scheduling apps and tools
This isn’t optional anymore. It’s the core of the customer experience, if you don’t know, build an eco system that supports this transition.
How retailers can lead right now
Inspired by Keyloop’s own guidance around championing the EV experience, here are four tangible actions retailers can take immediately:
- Turn your showroom into an EV clarity hub Have dedicated EV discovery zones. Simplify charging explanations using visual aids. Offer printed local home charger installation guides.
- Train your teams to map EVs to lifestyles, not segments A city flat-dweller with no parking needs different advice than a rural two car household. Make lifestyle mapping the starting point, not trim levels.
- Build trust by addressing anxieties up front Don’t wait for customers to ask about charging infrastructure, lead the conversation with honesty. Acknowledge limitations, then show solutions.
- Create post-purchase support packages Offer charging setup concierge services, energy tariff switching support, and first month driving check-ins. Turn the handover into a lasting relationship, not just a one-an-done a transaction.
The moment is now
Electrification isn’t stalling; it’s shifting. Yes, some markets have seen temporary sales dips. Yes, incentives change the calculus. But in moments of oil price volatility, customers are more tuned in than at any other time.
Search interest is surging. Real-world sales in impacted markets are rising. Fence sitters are stepping forward. And the UK has never had a stronger or more affordable EV offering than it does today.
This is the moment for retailers to position themselves not merely as salespeople, but as guides through uncertainty.
Because when customers think about making the switch, they don’t just need information; they need someone they trust to walk them through it.
Author: Jacqui Barker, global OEM strategy director, Keyloop
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