Dealerships Should Always Approach EV Sales Differently

Today, there may be an elevated interest in electric vehicles as incentives are set to expire on Oct. 1. But the unique attributes of an electric powertrain mean dealers should maintain a unique way of selling year-round, incentives or not.

The 2025 CDK EV Ownership Survey contains valuable insights into the evolving EV landscape, including what aspects of the ownership experience EV buyers continue to face challenges with, which should help inform sales at the onset.

As the EV market has transitioned from early adopters to more mainstream customers across all age cohorts, satisfaction with certain aspects of EV ownership has declined. Home charger installation was one area where this decline was especially pronounced.

For dealers, conducting a specialized EV buyer needs assessment during the buying process presents an opportunity to improve customer satisfaction and boost dealership Net Promoter Scores.

The EV Needs Assessment: Take Friction Out of the Home-Charging Installation and User Experience

While EV range remains top of mind for many EV buyers, concern about it is fading, likely due to improvements in battery capacity. Only 10% of survey respondents owned an EV with less than 200 miles of range. Additionally, real-world EV driving data can largely ease range concerns among buyers who still have them. EV owners in our survey reported an average daily round-trip commute of 17.5 miles, with non-Tesla drivers clocking 16 miles a day.

Dealers can utilize this data to assure buyers that most EVs will far surpass their daily driving needs and potentially save them money by not having to choose the more expensive long-range trims. Salespeople can also share with buyers that while public charging infrastructure is growing, most homeowners can simply pull their car into the garage and plug it into a wall socket, albeit at lower charging speeds, mostly eliminating the need to worry about range for daily use.

However, home charging remains a source of confusion and frustration for buyers. While most know they'll likely need a Level 2 charger at home (76% of EV owners installed a home charger last year), fewer understand the full scope of installation and usage.

Many buyers had questions about charging circuit amperage requirements, finding the right kind of licensed electrician for installation, how to take advantage of lower utility rates, and what local utility rate surges were, especially in warmer months between 3 p.m. and 7 p.m.

This year, 46% of survey respondents reported that the installation process was a “hassle,” compared to only 36% last year. Dealers who help demystify these details can help close the sale and improve the overall buying experience.

An EV buyer needs assessment can help prevent surprises and save customers money.

Depending on rebates and the cost of the charger itself, installation can cost a few thousand dollars. However, that cost can increase significantly if the home doesn’t have enough electrical capacity, which is more likely in older homes. Dealers should be able to inform buyers if local municipalities require permits and flag that additional work must be done to the home and/or garage.

If a buyer doesn't need a home charger — perhaps the previous homeowner had an EV and already installed one, or they live in an apartment or condo — the salesperson doesn't have to add charging installation costs into the equation.

Educate the Sales Staff in Order To Educate Buyers

While federal incentives around purchasing the vehicle itself may be ending, state and local incentives on charger installation will likely remain. If the buyer understands that state and municipal tax credits may offset the costs of purchasing and installing a home EV charger, that’s more money that buyers could add to a down payment, thereby lowering their monthly payment.

Educating the Sales staff is crucial for ensuring that buyers receive the information they need to make informed decisions about EV ownership. Buyers are looking to the dealership as the experts. And that should cover everything about the ownership experience including charging, costs and local charging infrastructure. Does the local Costco or Target have high-speed chargers? That may be a selling point.

Dealerships that offer OEM or OEM-approved home chargers can simplify the process even further by bundling the cost of both the charger and its professional installation into the monthly vehicle payment. This approach not only removes friction for the customer but also opens up additional opportunities for dealerships to improve customer satisfaction and drive profitability.

A well-informed staff will be seen as experts by customers, which should help reduce any apprehension about going electric.