Electric vehicle (EV) demand continues to strengthen, but a persistent confidence gap is holding back conversion at the point of sale. This Q&A-led report with Black Horse examines how dealers can turn improved awareness into committed purchases by addressing the barriers that still influence customer decision-making.
While perceptions of EVs are improving, misconceptions remain around battery health, affordability, charging and long-term ownership.
Many customers arrive with incomplete or outdated information, which can still cause hesitation. This Q&A highlights where those gaps exist and how dealers can respond with clear, evidence-based messaging that builds trust early in the conversation.
A key theme is the role of communication in shaping outcomes. Customers are increasingly value-conscious, focusing on real-world costs and predictable monthly payments rather than headline price. Dealers that bring total cost of ownership into discussions at the outset, supported by accurate and consistent explanations, are better placed to reduce uncertainty and increase confidence.
The report also explores how finance can support these conversations, not just as a funding mechanism but as a tool to provide structure, reassurance and clarity around future value.
Consistency across teams is critical. From forecourt to F&I, aligning messaging, improving product understanding and proactively addressing objections will be central to improving conversion rates as EV volumes continue to grow.
For dealer groups, independents and used car supermarkets, closing the confidence gap will be key to unlocking the next phase of EV retail performance.
To read Black Horse’s Advertisement Feature – Inside EV retail: demand, margins and the road ahead, visit AM’s new report The Business of Used EV Retailing.
For the use of motor intermediaries & other professionals only.
Black Horse Limited. Registered Office: 25 Gresham Street, London EC2V 7HN.Registered Number: 661204 England and Wales. Black Horse Limited is authorised and regulated by the Financial Conduct Authority.