Targeting the Top Trade-Ins for EVs

CarMax Data Reveals the Makes and Models to Watch

As electric vehicles (EVs) continue to gain traction, many dealerships are encountering a common challenge: moving EV inventory. If your dealership is finding it difficult to shift EVs off the lot, it’s important to understand who is trading in their vehicles for these electric models. Adjusting your marketing to target these specific audiences can be the key to unlocking EV sales success.

Know the Top Trade-Ins

According to recent data from CarMax, the most traded-in vehicles for EVs include some unexpected models. Leading the pack are the Ford F-150 and the Honda Accord. Following closely behind are the Honda Civic, Toyota Prius, and even the Tesla Model 3, which reflects a diverse mix of vehicle types and consumer needs. These insights should inform your marketing strategy—focus on appealing to the owners of these models by highlighting the benefits they will gain by switching to an EV, such as lower maintenance costs, cutting-edge technology, and environmental impact.

Understand Vehicle Types and Brands

Breaking down the data further, the most common vehicle types traded in for EVs are SUVs (39%) and sedans (31%). These segments dominate the trade-in landscape, showing that drivers across various lifestyle needs are making the switch. Additionally, when it comes to brand loyalty, Toyota, Ford, and Honda are among the top traded-in brands.

For dealerships, this data highlights the importance of tailoring marketing campaigns to resonate with SUV and sedan owners, particularly those loyal to the top-traded brands. Whether you’re using digital ads, social media content, or direct mail campaigns, emphasizing the seamless transition from a popular SUV or sedan to a new EV can strike a chord with potential buyers.

Targeting Your Marketing Efforts

Now that you know who is trading in their vehicles for EVs, how do you adjust your marketing? While each dealership’s strategy will vary, consider creating messaging that addresses the specific motivations of these consumers. For instance, if you’re targeting former Ford F-150 owners, highlight the performance capabilities and towing power of your EVs. For Honda Accord and Civic drivers, focus on the efficiency, reliability, and advanced technology that align with what they’re accustomed to.

Beyond that, integrating data-driven marketing techniques—such as retargeting ads that focus on the specific models most often traded in—can help your dealership capture attention and drive conversions.

The Takeaway

Selling EVs doesn’t have to be an uphill battle. By understanding what vehicles people are trading in for an EV, you can more effectively tailor your marketing efforts to reach these potential buyers. At Strong Automotive, we specialize in helping dealerships like yours leverage these insights to craft targeted, data-driven marketing campaigns that drive results. Stay ahead by partnering with us to ensure your strategies are on point—because the road to EV sales success starts with knowing your audience.