The EV Academy – giving dealer sales teams knowledge that is power
One of the biggest misconceptions around the switch to electric vehicles (EVs) is that owning one and driving one is overall not that different to the combustion-engined vehicles that people have grown up with. Yes, you need to plug it in instead of filling it up at the garage or supermarket every few days, but it’s still a car, it has four wheels, so what’s the big difference?
One of the biggest misconceptions around the switch to electric vehicles (EVs) is that owning one and driving one is overall not that different to the combustion-engined vehicles that people have grown up with. Yes, you need to plug it in instead of filling it up at the garage or supermarket every few days, but it’s still a car, it has four wheels, so what’s the big difference?
In truth, owning and driving an EV is different to what’s gone before, in a host of ways. Unless a dealer’s sales team both recognises this and competently gets the message across to customers, they run the risk of said customer not feeling all the benefits from their often-expensive purchase. This, in turn, reflects badly on the dealer and, crucially, makes the next sale to that customer all the more difficult.
The still-new EV marketplace is battling to overcome a great weight of indoctrination instilled in drivers by more than a century of the internal combustion engine (ICE). Most of the buyers of today’s EVs were inducted into ICE cars at an early age. Many have established fond (and sometimes stressed) memories of family journeys in the car – going on holiday, going on an adventure, or even simply going to school.
We have all been to enough petrol stations that when it is our turn to fill up, we intrinsically know what to do, so changing that ingrained mindset is not a simple task.
As explained by PHM Group – global experts in understanding change in the automotive industry and advising those affected on how best to embrace and benefit from it – what is effectively needed is an EV Academy, teaching dealer sales teams what is the same, and, crucially, what is different and not to be ignored when discussing the benefits of EV ownership with potential customers.
“It is not simply a case of introducing people to an incredible electric car and pushing them out of the door,” says Tom Carr, Managing Director of PHM. “We have all charged our phones, so what’s the difference? Instead, salespeople must introduce customers to the EV ecosystem, help them to not just enjoy their new product but also feel comfortable with electric mobility.”
Several key areas of concern that should be addressed with potential EV customers relate to charging. Many buyers remain nervous about public charging networks and numerous misconceptions about the availability and ease of use of chargers persist.
The rollout of public chargers is gaining pace (according to ZapMap, at the end of December 2024, there were nearly 74,000 public chargers across 37,000 locations), but the means of using them is still evolving. Today we can pay by app, by card… and some new cars are even able to start charging automatically after plugging in using technology called ‘Plug and Charge’.
Whereas in the early days of EV use, one had to carry each individual charge company’s app on a smartphone, we are now moving to single apps covering lots of suppliers, such as the Octopus Electroverse app that allows access to over 600 charging networks and 900,000-plus chargers across 40 countries.
Charging at home: A simple habit that saves money and eliminates the need for frequent public charging stops.
Many potential EV buyers don’t realise, however, that if they are able to install a home charger – and many EVs are sold with deals making it easier for the buyer to have a home charge point – then they will not only save a great deal of money but also rarely, if ever, need to use the public charging network.
Home chargers work on domestic energy tariffs, which can be as low as around 7p per kWh, compared to as much as 79p on an ultra-rapid charger at a motorway service station. Though charging takes longer at home, a typical car spends hours on end doing nothing on a driveway or in a garage anyway.
The average daily mileage of the UK motorist is just 19 miles – 135 miles a week – which is well under the range of most of today’s entry-level EVs. Many potential buyers don’t realise that with average use, they will only need to plug their car in at home once or twice a week. When they have this explained to them properly, buying an EV gets a lot more attractive.
No less important is the prospective EV buyer needing to properly understand how to drive their new car. Yes, they can drive it just as they have always done their ICE cars over the years, but they won’t get the best return on their investment.
A major benefit of EVs which many buyers simply don’t understand, and therefore don’t use, is regenerative braking. Most EVs offer a system which harnesses the forces created when coasting or braking, to generate electricity which is then returned to the vehicle’s battery, thus enhancing range.
Regenerative braking: One of the key benefits of EVs that sales teams need to explain to customers.
Regenerative braking offers drivers the technique of ‘one-pedal driving’, using the motor to slow the car and rendering the brake pedal almost redundant, needed only to bring the car to a final stop or in an emergency. This has the added benefit of reducing brake pad wear, saving the driver money on servicing in the long run.
Using this technique can make a big difference to energy consumption and therefore the car’s total range. But as this technique is alien to the ICE driver, a key benefit of EVs can be easily overlooked if not properly explained by the salesperson.
The upfront cost of purchasing an EV is also still a concern for many potential EV buyers. However, the price premium for EVs is closing, with the average EV now costing just 18 per cent more than the average ICE car. 2025 sees the launch of a number of more affordable models, and several manufacturers are now offering price parity with equivalent ICE models. So up-front costs concerns should begin to diminish.
The up-front cost, however, is only part of the story with an EV – if the owner charges at home, their running costs will be significantly less – though not if they are restricted to using public chargers, which produce running costs comparable to an ICE car.
A further cost saving comes from the fact that an EV has far fewer moving parts and no need for such regular tasks as an oil change. Therefore, service and maintenance costs will be reduced.
A more affordable option for many drivers is to buy a used EV. While many potential customers express concerns over battery life and subsequent loss of range or costly repairs, the majority of manufacturers offer at least an eight-year, 100,000-mile battery warranty. Recent studies of older, high-mileage EVs are also showing that the battery will typically last more than 300,000 kilometres, or longer than the life of an average car!
In summary, potential EV buyers need a lot of gentle education to ensure they realise all the benefits of EV driving. Dealer sales teams need to be knowledgeable about the entire EV ecosystem, not just the vehicle they are selling, so they can properly impart this knowledge to their customers. Providing teams with an EV Academy is the perfect way to provide these essential skills.
“A dealer’s salespeople and service advisors are there to guide EV customers on their journey towards creating happy memories within EVs,” Tom Carr adds. “When the children of these pioneer owners grow up, they will be as familiar with plugging in and charging as we are with the petrol pump… assuming there are still plugs by then.”
PHM partners with automotive and mobility clients to develop the capabilities and engagement of their people
