Despite the gradual increase in the number of drivers choosing the plug over the pump, it’s clear that making the switch from internal combustion engine to an electric vehicle remains a daunting prospect for many, writes Ben Goodwin, sales director at Big Motoring World.
Test drives have long been crucial to tackling common EV-related misconceptions and uncertainties and ‘sealing the deal’, but are they being somewhat overlooked in a motor retail world that’s increasingly focused on the role of online research and digital interactions?
We’ve learned that providing consumers with opportunities to fully immerse themselves in the reality of EV ownership – allowing them to drive a variety of vehicles in real-world conditions – is key to helping more people, especially those who are hesitant, to finally make the leap. This has been reinforced, latterly, through our role Test Drive Experience sponsor for the Everything Electric events around the UK.
Drivers need to compare
One of the biggest mistakes that manufacturers and retailers often make is limiting prospects to a single EV experience. EV choice has expanded dramatically, with everything from compact city cars to high-performance SUVs and luxury saloons now available with an electrified powertrain, so enabling drivers to choose from a range of vehicles helps them to better understand how different EVs suit different lifestyles.
Comparison is often what converts sceptics, we have found. A driver may arrive interested in one vehicle but leave impressed by something completely different. That’s why we encourage prospective customers to sample multiple models back-to-back so they can easily assess the pros and cons of each in one visit.
Showcase what EVs do best
We also try to include a mixture of environments within every EV test route – stop-start urban driving to experience smooth acceleration and regenerative braking, open roads where drivers can appreciate refinement and instant torque, and high-speed sections to demonstrate motorway composure and driver assistance technologies.
Where practicable, we also build in opportunities for drivers to safely experience one-pedal driving, if the vehicle offers it, to help them better understand the technology and how it works. Similarly, designated stopping points are considered so drivers can explore features without feeling rushed.
Tech matters as much as the drive
The tendency is for retailers to focus the test drive on performance and handling, overlooking the technology that owners will use every day. However, for many EV customers the cabin experience is just as important as the vehicle’s dynamics. Drivers should be given the time to explore sat nav and infotainment, as well as EV-specific features such as efficient route planning, regenerative braking settings and driver assistance features.
Remove pressure, provide time
Many first-time EV buyers are stepping into the unknown, so we take time before departing on a test drive to explain the basics of the vehicle and provide drivers with regular opportunities to ask questions once out on the road.
Crucially, we encourage exploration of the vehicle while stationary, and that’s because what feels obvious to us as EV enthusiasts may be completely new to someone making their first transition from petrol or diesel. A relaxed and immersive environment creates more meaningful conversations and builds consumer confidence.
Translate real-world benefits
Information is critical, but it needs to be delivered in a relatable way, avoiding technical jargon and explaining concepts through familiar comparisons – charging versus refuelling, running costs versus fuel costs and regenerative braking versus engine braking.
And we need to think about the whole EV ownership experience, ready to answer questions about public charging infrastructure, home charging, battery longevity, real-world range, running costs and long-distance travel. Explaining terms such as kilowatts (kW), kilowatt-hours (kWh) and charging speeds in accessible language will help prevent consumers from feeling overwhelmed.
Ultimately, it’s important to provide practical guidance, explaining what running figures mean in the real world rather than simply quoting specifications, and tailor explanations to individual consumer circumstances, rather than provide generic answers they could easily find online.
Author: Ben Goodwin, sales director at Big Motoring World.
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