2 Min ReadSeptember 12, 2023

Talking About a Different EV Bubble

Talking About a Different EV Bubble

The elevation of electric vehicles (EVs) to the top of the automotive food chain has been taking its time. On some sides, it seems like the inevitable is already here while on others, we still seem far away. Some say that we’re in an EV bubble that may lead to a major bump in adoption.

That’s why CDK Global spends so much time researching this issue, and in our latest study EV Confusion Carries On, our team uncovered that not only are gas and hybrid car shoppers unsure about the benefits of EVs but even those specifically shopping for EVs are missing the mark.

One of the most interesting findings, in my opinion, was just how insulated each type of shopper was in their own vehicle world. While it wasn’t a surprise that 84% of EV shoppers knew a friend or family member who owned an EV, that number dropped to 54% for hybrid shoppers and was just 37% for gasoline-powered car shoppers.

Talking About a Different EV Bubble

This is possibly the key factor in EV adoption as 82% of these EV shoppers said friends and family members influenced their purchase decision.

Let that sink in for a minute and then go back to those other two groups of shoppers.

When I heard just how isolated gas vehicle shoppers are from people with different driving experiences, it reminded me of the country’s polarized political climate. Or to take it to less of a hot topic: sports fans. If you don’t know many golfers, you’re probably less likely to play golf or tennis or pickleball. This may explain the pickleball phenomenon.

Also, these siloed drivers aren’t all in the states you think. Yes, there are far fewer EVs registered in Montana (3,000) than California (903,000) but even in one of the most populated states of Pennsylvania, there are only 47,000 EVs registered. That means 0.4% of the population owns an EV versus 2.3% of Californians. And Pennsylvania is slightly ahead of Michigan where the domestic auto industry is centered and determined to bring EVs to the masses.

The dealer has always been a key fixture in whatever community they’re based whether that’s a mountain town in Montana or right outside Pittsburgh or Philadelphia. And as our new EV study shows, the dealer is where these siloed shoppers could get their first hands-on exposure. A sales rep might not replace that friend or family member in terms of influence, but they’ll have keys to an EV at hand. They’ll know the range, the benefits, the maintenance schedules and, of course, the cost.

If EV adoption is the goal, the American car dealer is going to be the one to burst that bubble.

Read More
EV Confusion Carries On
Plug-In Hybrids Remain a Solid Bridge to EVs

Share This

Barb Edson
By Barb Edson
EVP, Chief Marketing Officer

Barb Edson is executive vice president and chief marketing officer at CDK Global.

Barb and her team focus on delivering successful marketing and commercial strategies that help strengthen connections across the automotive retail ecosystem for CDK, its dealer and manufacturer customers and the consumers they serve. She has more than three decades of business strategy and marketing experience in software and technology.

Recent Insights

A I and Vehicle Research. The Disadvantages of A I Informed Car Shoppers.

AI and Vehicle Research: The Disadvantages of AI-Informed Car Shoppers

Car shoppers are increasingly turning to AI to guide their research across financing, timing and vehicle selection. Salesforce data shows that...
4 Min ReadOct 8CDK Global
Hectic EV Rush Doesn't Hurt Buying Experience

Hectic EV Rush Doesn't Hurt Buying Experience

September saw a rush of buyers trying to snap up EVs before federal incentives expired, but the frenetic pace at...
2 Min ReadOct 1David Thomas
Twenty Twenty Five C D K Dealership Workplace Study.

Where Dealership Employees Stand During Uncertain Times

The automotive industry is often defined by inventory, margins and market shifts, but the real engine driving dealership success is...
1 Min ReadSep 24CDK Global
Three Ways Community Dealers Stand Apart.

3 Ways Community Dealers Stand Apart

The automotive retail industry is as diverse as any other in the United States. There are large, publicly traded operators...
3 Min ReadSep 23CDK Global
Unlocking Efficiency. Common Questions About the C D K Fundamentals Suite.

Unlocking Efficiency: Common Questions About the CDK Fundamentals Suite

In this ArticleWhat’s the CDK Fundamentals Suite? What’s Included in the Fundamentals Suite?How’s It Different From the CDK Foundations Suite?How Does...
3 Min ReadSep 22CDK Global
Driving and Moving you Forward, Smoothly. C D K’s Approach to Continuous Innovation.

Driving Forward, Smoothly: CDK’s Approach to Continuous Innovation

For over 50 years, CDK’s proven, reliable Dealer Management System has been the trusted backbone of dealership operations across North...
3 Min ReadSep 19CDK Global
2025 F and I Shopper Study.

New Report Shows Shifts in F&I Trust

The F&I process remains a critical touchpoint in the car-buying journey. It’s one that can either enhance the customer experience...
1 Min ReadSep 17CDK Global
Four Ways Data Is Reshaping Dealership Inventory Strategy.

4 Ways Data Is Reshaping Dealership Inventory Strategy

Today’s fast-moving automotive marketplace is shaped by seasonal fluctuations, evolving electrification policies, changing tax laws, and often fickle consumer preferences....
3 Min ReadSep 16CDK Global
Dealership Customer Satisfaction Formula. What Car Shoppers Value the Most.

Dealership Customer Satisfaction Formula: What Car Shoppers Value the Most

CDK conducts several annual research studies to better understand the state of automotive dealerships from the perspectives of Sales, Service,...
3 Min ReadSep 16CDK Global
Converting Used Car Buyers to New.

Converting Used Car Buyers to New

It happens every day: A customer shows up on your lot with a saved listing for a specific pre-owned vehicle....
4 Min ReadSep 4CDK Global