The automotive industry is shifting gears, and electric vehicles (EVs) are a frontrunner in this race. With EV registrations surging by 7.5% in just the first four months of 2024, the market is heating up, but closing these sales isn’t as straightforward as with traditional cars. EV deals can take up to four times longer than those for internal combustion engine (ICE) vehicles, leaving some dealerships spinning their wheels. But where others see challenges, forward-thinking dealers see opportunity. By investing in targeted training and smart advertising, you can turn this new sales landscape into your competitive edge.
Master the EV Sales Game
Selling EVs isn’t just a new chapter—it’s a whole new playbook. The customers you’re engaging have different questions, concerns, and buying behaviors. They’re not just asking about horsepower. They’re comparing charging costs, assessing range, and figuring out how an EV fits into their daily lives. High sticker prices and questions about charging availability are often top of mind. But these concerns are exactly where your dealership can shine.
Look at Huston Automotive Group, where they’ve committed to getting their entire team certified through EV sales training. The result? Their staff is better equipped to not just sell EVs but to turn hesitant buyers into loyal advocates. When your team knows the ins and outs of EVs, every conversation becomes an opportunity to connect, educate, and close the deal.
Advertise to Educate and Excite
Knowledge is power, but it’s your advertising that pulls customers through the door. It’s not enough to just show sleek car photos—you need to tell the story of why EVs are the smarter choice. Highlight what matters most: the long-term savings, the environmental impact, and the convenience of charging at home. Your ads should be more than eye-catching. They should spark curiosity and position your dealership as the go-to expert on EVs.
This is why we at Strong Automotive are committed to being more than just a marketing partner. We keep a close eye on the latest incentives, regulations, and market trends, ensuring your dealership is always informed and prepared.
Turn Questions into Commitments
In the evolving world of EVs, knowledge isn’t just an advantage—it’s your secret weapon. Consumers need guidance through the new landscape of electric driving, and your trained team can be their trusted guide. Dealers are selling more than cars–they’re selling confidence. Show your customers how EVs fit seamlessly into their lives, debunk myths about range anxiety, and position every vehicle as a savvy, forward-thinking choice.
The dealers who commit to educating both their team and their customers will be the ones driving success. So, gear up, invest in training, and market your expertise boldly. The road to dominating the EV market starts now, and it’s all about being in the driver’s seat of knowledge and innovation.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
