Feeling the pain of stagnant electric vehicle (EV) turnover? A little information and education can go a long way in driving EV sales. According to the recent Affinitiv Consumer Survey, 39% of non-EV buyers claim a better explanation of the long-term cost savings of owning an electric vehicle would have made them more willing to purchase one. That’s why it’s crucial to focus on educating customers about these savings through your marketing efforts and your sales team. If shoppers aren’t aware the higher price tag of an EV could be offset by lower costs in fuel and maintenance in the years ahead, it’s no surprise that EVs may not be a strong consideration for them.

Understanding the Long-Term Cost Savings of EVs

The financial advantages of owning an electric car go beyond next-gen technology and environmental benefits. Long-term cost savings come primarily from two areas: fuel and maintenance.

Fuel Savings

Data from Q3 2024 research by non-profit organization Coltura reveals that, on average, U.S. EV drivers save 7.4 cents per mile compared to those driving gas-powered vehicles. For the average driver covering 1,200 miles a month, this translates to about $90 in monthly savings or nearly $1,100 annually. Over the life of the vehicle, these savings can add up significantly, helping to offset the initial purchase price.

Maintenance Savings

EVs require far less maintenance than traditional internal combustion engine (ICE) vehicles. The differences are evident both in the vehicle’s design and in the service schedule outlined in the owner’s manual:

• EVs have fewer fluids, like engine oil and transmission fluid, that require regular maintenance.

• They lack parts like spark plugs, mufflers, valves, and drive belts, which are common in ICE vehicles and often need replacing.

• The battery, motor, and associated electronics in EVs require minimal upkeep.

• While EVs still use components like air filters and coolant, these require far less frequent servicing.

• Regenerative braking in EVs extends the lifespan of brake systems, further reducing costs.

Consumer Reports’ real-world data reinforces these points, showing that EV owners spend about half as much on maintenance and repairs compared to ICE vehicle owners.

Educating Customers: A Dual-Faceted Approach

Providing clear and compelling education about these long-term savings should be central to both your marketing and sales strategies.

Marketing Strategies

Effective marketing is key to raising awareness about the cost benefits of EVs. Here are some tactics to consider:

• Communications: Send targeted emails or direct mail campaigns outlining the financial benefits of owning an EV.

• Social Media Content: Post educational videos and infographics that break down fuel and maintenance savings.

• In-Store Signage: Place posters, handouts, or interactive displays around your dealership that highlight the economic advantages of EV ownership.

Sales Team Empowerment

Your sales team plays a pivotal role in educating shoppers during their decision-making process. Equip them with the knowledge and tools to:

• Clearly explain the long-term savings associated with EV ownership.

• Address common questions and misconceptions about EVs.

• Integrate a brief, education-focused overview into every interaction, even with customers primarily interested in gas-powered vehicles.

• Use real-world examples and data points to make the cost-savings argument tangible and relatable.

By prioritizing education, your sales team can create meaningful connections with shoppers, build trust, and potentially turn skeptics into enthusiastic EV buyers.

Driving EV Sales Through Education

Informing non-EV drivers about the financial benefits of owning an electric vehicle is a powerful way to convert more shoppers and close more deals. Highlighting long-term cost savings in both your marketing and sales strategies can make EVs a more attractive option for budget-conscious buyers—or even shoppers who hadn’t considered an electric car previously.

To create an EV marketing strategy that emphasizes the long-term cost savings of EV ownership, contact the experts at Affinitiv. Our Essentials marketing platform is designed to drive engagement with professionally designed campaigns and vetted targeting strategies that help boost engagement and expand your dealership’s visibility.

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