Published: April 2025

In recent years, there has been conflicting information about EV maintenance and its impact on retailers. Some argue that the increased weight of EVs will drive up demand for tyre replacements. Others worry that the reduced need for regular maintenance will negatively affect workshop bookings.

Currently, frequent workshop visits for EVs are driven by software updates and recalls as associated technology evolves. However, as over-the-air updates become more commonplace, many of these issues may no longer require physical visits.

And according to the latest Motor Ombudsman poll, 21% of retailers believe EVs will offer fewer opportunities for additional revenue.

Whether this prediction is accurate or not, the solution is simple…

An increase in EV adoption will mean consumers need trusted specialists to turn to when essential repairs are required. There will always be a minimum level of maintenance to keep the wheels turning, and according to a recent NFDA Consumer Attitude Survey, 34% of UK licence holders trust a franchise dealership over an independent garage (14%) for their knowledge and expertise on electric vehicles. Retailers must embrace this opportunity to maintain, and ideally increase, this level of trust for its sales and aftersales customers.

By creating a bespoke suite of messages tailored specifically to the EV customer journey, from enquiry to aftersales and renewals, retailers can position themselves as EV experts.

Early awareness strategies secure pole position

Our insight shows the average number of days from enquiry to order isn’t significantly longer for EV buyers than their ICE counterparts. However, the research phase beforehand is. If EV decision journeys are longer, introducing early awareness strategies is critical in attracting new customers during their research phase.

Typical tactics could be in the form of myth-busting videos and blog posts, informative social media ads and product-focused content highlighting key models, features, and frequently asked questions.

As it stands now, there is very little brand loyalty in the EV market, particularly with the rise of new entrants, and while it’s still too soon to tell if this is the future, it’s certainly an opportunity to attract and convert new audiences. For manufacturers, awareness marketing is one thing, and typically requires big budgets, so for retailers, leveraging this with local content strategies will go a long way to help you stand out from the competition.

Executing your EV Contact Plan

EV-specific communications are only possible if EV customers are easily identifiable within your DMS, as segmentation will be key, so we recommend evaluating your data, and associated capture processes, before anything else. Next, consider the terminology you would need to include in your marketing messages to ensure they are EV-friendly and relevant. This is another opportunity to do some myth-busting and also a space to share helpful information, such as home charging solutions.

Our marketing automation platform, VoiceBox, is already supporting several retailers in delivering bespoke Stock Alerts for EV customers, showcasing available EV models matching a customer’s initial enquiry, as well as aftersales and renewal comms. From Keyloop to Pinewood AI, we partner with some of the most respected suppliers in the automotive sector, helping to improve efficiency and drive revenue with seamless integrations and trusted solutions.

We’re confident that we can help you develop an EV-specific communications strategy to build trust and increase sales. Contact us today for a no-obligation discovery call.

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