New Research Points to Extended Purchase Cycle for New and Used EVs
Published: March 2025
According to our new nationwide research, over half of UK car buyers say they would spend more time researching the potential purchase of an electric vehicle (EV) than an equivalent petrol or diesel car. Significantly, most are more likely to buy an EV from a retailer that provides additional reassurance about the vehicle and the ownership experience.
Our survey results point to a need for retailers to create EV-specific contact plans that provide consumers with additional information and support before, during, and after an enquiry is placed.
The research, which targeted 1,000 UK car buyers, found that 51% ‘completely agree’ or ‘somewhat agree’ with the statement: “I would expect to spend more time doing online research for the potential purchase of a new or used electric vehicle than I would for a conventional petrol or diesel vehicle.” Just 7% of those surveyed disagreed with the statement.
Additionally, almost two-thirds (65%) of respondents ‘completely agree’ or ‘somewhat agree’ with the statement: “I would be more likely to purchase a new or used electric vehicle from a retailer that provided information to reassure me about the vehicle and the ownership experience.”
Drivers aged 36 to 45 are the group most likely to spend more time researching EVs versus ICE cars prior to making a purchase, with 69% saying they would spend more time on EV vs ICE research.
According to additional research from Cox Automotive, 70% of respondents wanted more detailed information especially around battery health and warranties. With EV-specific contact plans, retailers can ensure that this vital information, alongside supporting content, is shared throughout the journey.
We advise retailers to use social media to engage with consumers during the ‘pre-enquiry’ research phase, specifically using audience targeting tools to reach those actively browsing EV-related content or remarketing pixels from the EV pages of their website to deliver informative and timely ads. These remarketing ads work to keep dealerships front of mind throughout their research phase, encouraging engagement and prompting pre-warmed enquiries.
Once an initial enquiry has been made and correctly logged with an EV model of interest, retailers can segment stock feeds to power our
EV-specific Stock Alerts emails, sending potential EV buyers personalised updates when vehicles that match their requirements become available.
“The survey results showcase a clear opportunity for retailers to get ahead of the increased interest in EVs by engaging with prospects early in the extended research phase.Our digital solutions use AI to nurture leads and keep engagement high by consistently offering clear, informative and relevant content throughout the purchase cycle. It helps build trust with customers while freeing up the sales team to focus on the enquiries closest to converting. Any methods that build consumer confidence in EVs without placing an extra burden on retailers is a positive step forward for EV adoption.”
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