EV's, Automotive Retail, and a Customer Service Paradigm Shift

By Lynn Howard, Jr.

According to a Consumer Reports survey, about 36% of Americans plan to buy or lease an all-electric vehicle as their next form of transportation. Further, those choosing to make an EV their preferred choice of transportation has done so because for environmental, cost savings and convenience reasons. After all, EV's produce zero pipeline emissions and that improves air quality by eliminating harmful pollutants which contribute to smog and particle pollution.

It's not a secret that the automotive industry continues to transform with the proliferation of electric vehicles entering the retail automotive market space. In working with those who buy electric vehicles, providing more personalization in how customer service is delivered is a must.

There are other reasons electric vehicles are an excellent choice:

1. EV's save on gas since they do not require fuel, so you save money on gas. Gasoline and diesel prices are subject to market forces that can lead to significant price increases whereas EV owners will pay a stable price for the equivalent of a gallon of gasoline. 

2. EV's save on maintenance because they have fewer parts. 

3. EV's may provide eligibility for tax credits and rebates.

While all of this is great news for potential buyers, what is missing is a shift in the customer service side of things for potential buyers. William Morrison, a chemist from Iowa first introduced electric vehicles to America around 1890. Until the internal combustion engine was perfected, EV’s quickly became popular with urban dwellers, especially women because they were easy to start and cleaner to operate. So, while EV’s are not new to the world of automotive manufacturing, they are new to most of today’s consumers. That is why it is in the best interest of manufacturers to bring EV’s to market and ensure customers receive the best onboarding experience possible. It is not enough to get signed contracts and financing in place while sending the customer out the showroom door ill equipped to operate and maintain their vehicle. EV customers need and deserve customized onboarding to walk them through the subtle and not so subtle differences between their EV and a previous ICE vehicle.