Are OEM’s doing enough to convince Customers to buy EV’s?

Almost every day in the professional world we see/hear news or read posts extolling the virtues of electric vehicles and the benefits they can bring both personally and to the environment.

But as consumers, what messages are we seeing?  If you look at the BBC News website, a mainstream and regular source of news and information in the UK there have been no news articles since Tesla lunched its Roadster almost three weeks ago. A Google search of news items on EV’s shows little or nothing of interest to a potential Customers on the first page, and whilst there is a massive amount of information available unless you are specifically looking the general level of marketing, and therefore awareness seems poor.

I was reading an interesting debate on fuel economy on a Forum recently and one of the posts caught my eye;

“I’m thinking of getting rid (of a diesel car) next year for a petrol.

I know what the green lot are going to say already, but I live exactly one mile from school, one mile from Tesco’s and one mile from the in-laws and one mile from work, they make up 90% of my journeys, I know I should walk or ride a bike but that’s a different argument.

I’m also seriously thinking of going electric next year but there’s the nagging doubt of the time I need to urgently go on a longer trip and the battery isn’t fully charged or the place I’m going is just out of the battery range. I couldn’t even begin to imagine how stressful the journey would be if I was constantly staring at the battery gauge, I have a panic attack if my phone goes below 20%”

How telling (and representative) is that last paragraph about how Customers are viewing EV’s and, more importantly, how OEM’s and Authorities are not getting the message across successfully?

It’s time for the Industry to up its game.


#Automotive #EV #ElectricVehicles #FutureofAutomotive

What are the future ‘Routes to Market’ in Automotive retailing?

Brand Implementation Digital

The answer of course will depend upon whether we are talking about next year, in five or ten years’ time.

What’s clear is that as customers online retailing expectations change, and vehicle ownership and usage changes, there will be a need to fulfill expectations and provide the customer journey in many different ways.

Developing a strategy to deal with these different journeys and routes to market needs to consider the following;


  • How will you build brand awareness, launch new product and maintain trust?
  • How will the role of the traditional Dealership change?
  • How will the current sales process, and the role of the sales executive have to change to meet future needs?
  • How will you deliver the tactile experience customers want?
  • What platforms will you use to deliver the online and digital experience and how will you ensure an integrated omni-channel approach?
  • Will it enhance the customer experience?

Ownership of product is changing with more customers ‘purchasing’ through PCP or leasing contracts. Future consideration needs to be given how customers are provided with subscription type mobility packages, providing them with access to multiple types of vehicles as their need changes.

There are numerous routes to market being employed by the OEM’s with variations on themes, and as we move forward there is a need for each OEM and Dealer Network to deliver these routes in an integrated way to be able to reach the wider market. Current routes include;

  • Test drive/Experience Centres
  • Dealerships
  • City/Retail Stores
  • Online/ Direct to Customer
  • Pop up/ Mobile Stores
  • Home/office visits
  • Each has its own merits, but considered in isolation could not be viewed as either cost effective or fulfilling the customer needs.

Clearly the use of digital technology will have a huge influence on the effectiveness of each route and will help in developing new routes, however we should be careful to ensure that customer journey drives the technology so that it enhances the whole customer experience. Utilising big data, having an integrated CRM system and understanding the power of social media will all help enhance the experience. With customers spending 10-12 hours online researching it is an important part of the process to get right.

The transfer from online to physical is equally as important, getting the tactile and transactional experiences right is crucial to both the sale and to building trust.

To deliver this customer experience, OEM’s and Dealers need to work closely together to be able to deliver an integrated omni-channel customer experience. The journeys will evolve over the next ten years being driven by customer demands, disruptors in the market and technology.

How will you react and deal with these demands and changes, and how will you develop your strategy?

Let’s talk.