The Evolving Role of the EV Salesperson in 2025

According to CDK data, vehicle satisfaction declined as electric vehicle buyers shifted from innovators and early adopters to the early majority. While EV ownership has come a long way in the past decade, switching from a gas-only vehicle still presents a learning curve. Early adopters willingly navigated these challenges on their own, but today's mainstream EV buyers aren't.

This shift means salespeople now play a more critical role during the purchase process, as well as throughout the ownership journey. There is also added pressure as many buyers may be pulling-up their purchase due to EV incentives expiring later this year.

The role of the salesperson will need to evolve after that date passes too. Here are some of the areas that may see the most change:

Salespeople Are Educators on Options Impacting Range and Performance

Today’s vehicles are more technologically complex than ever, which creates a heavier lift for the salesperson. Many buyers are purchasing their first EV, so salespeople must act as educators to ensure they're pleased not only at the time of purchase but also months later. This means understanding their daily usage, as well as their wants and needs.

Many of the options available for EVs and hybrids can significantly affect performance and range. For example, an EV buyer who opts for an all-wheel-drive vehicle may find their range is significantly lower than expected, which could pose a problem for those with longer commutes. Since the advertised range is typically based on front-wheel-drive models, it's essential for buyers to understand how their configuration choice will impact both range and charging needs.

Similarly, plug-in hybrid buyers who don’t regularly charge their vehicles may find they’re getting worse fuel economy than even gas-only models due to the added weight of the battery. In both cases, the salesperson must help buyers understand the impact of their choices so excitement doesn't fade when they experience the reality of their vehicle's performance.

This type of guidance is already happening to some degree, as 45% of buyers noted they learned about off-peak hours charging plans from dealership personnel — a sharp uptick from the previous year’s smaller 16%.

Salespeople Facilitate EV Conversion

Sixty-one percent of EV owners said that the salesperson convinced them to go electric over gas or hybrid options. This percentage is even higher for Generation Z and millennial buyers, who are often motivated by a green transportation lifestyle but may rely on the salesperson for guidance, especially if they're unfamiliar with the car-buying process.

This highlights the salesperson’s crucial role in helping customers determine which powertrain best suits their needs. An effective salesperson may ask about daily usage, commuting distances, home charging capabilities and other driving habits. However, this also means a salesperson who has a bias against EVs may unintentionally steer buyers away from a vehicle that could actually suit them well.

Salespeople Should Guide the After-Purchase Experience

Some of the learning curves associated with EVs won’t be apparent until after the buyer has the keys and is off the lot. Charging, for instance, may not come naturally to those used to traditional fueling.

The majority of EV owners reported they would've liked dealership personnel to assist them in figuring out how to install a home charging system. This may include recommending an electrician for Level 2 charger installation or even guidance for those just opting for a Level 1 charger.

Many home chargers have a gauge that allows users to adjust the charging speed. Often, these chargers are set to the lowest rate right out of the box. New EV owners might be disappointed with how slowly their car charges at home if they are unaware of how to adjust their charger’s amperage. This might result in unnecessary post-purchase regret, but something a salesperson can easily mention in a follow-up call to ensure customers feel satisfied with their purchase.

With customers now expecting a longer engagement with salespeople, the role is no longer just on the dealership lot. In fact, CDK data shows 77% of EV owners said they want an expert at the dealership for questions about their car after their purchase. Salespeople may need to remain engaged with buyers for a few weeks post-purchase to ensure they’re happy and not facing any easy-to-resolve issues due to unfamiliarity with EVs. This extended relationship also creates business opportunities, such as offering home charging equipment upgrades, extended warranty options, tailored service plans, or software update assistance.

EV Salesperson Training and Continued Education

As the EV market continues to mature, the salesperson's role will likely evolve further. Those who embrace this expanded responsibility as educators and post-purchase guides will build stronger customer loyalty in an increasingly competitive market. By transforming salespeople from mere transaction facilitators into trusted EV advisors, dealerships can ensure satisfied customers and benefit from the positive outcomes that follow, such as dealership loyalty or higher NPS scores. 

To keep up to date on the latest on EVs, consider taking a training course like the NADA ElectrifIQ certification or read the latest insights from CDK’s own studies about EVs.