The rise of electric vehicles has brought exciting possibilities for dealerships, but it has also required a shift in vehicle service and marketing strategies to continue reaching revenue goals. While EVs require less traditional maintenance, they can still be a valuable source of profitability—in addition to the internal combustion engine (ICE) vehicles many EV customers also own.

By acknowledging the unique needs of EVs while continuing to address maintenance for gas-powered vehicles, dealerships can leverage every valuable service opportunity and build loyal customer relationships.

The EV Transition: Maximizing Every Car Service Opportunity and Meeting Your Revenue Goals

Insights into the Multi-Vehicle Household

Did you know that many of your electric vehicle customers also own an ICE vehicle? Our most recent data reveals that 67% of EV drivers own another non-electric vehicle, having this second vehicle available for longer road trips and as a backup in case of a low battery charge in their EV.

A 5% increase from last year’s data, this insight shows us that the transition to EVs is a slow process—and there’s still plenty of service opportunities, even with many of your EV customers. Although EV maintenance schedules may be less frequent and intensive than ICE vehicles, routine care remains necessary to keep both electric- and gas-powered vehicles running optimally.

Marketing Strategies for the Family Fleet

Here are a few ways you can adjust your service marketing to target both ICE and EV owners and turn every visit into a lucrative service opportunity.

1. Create separate email lists or segments to send targeted communications and maintenance reminders based on whether your customers own an EV or a gas-powered car. Focus your service center marketing on the benefits of servicing those specific vehicles at your dealership, highlighting expertise only factory-trained technicians can provide.
   
   
2. Include road-trip-ready campaigns in your seasonal marketing plan to remind owners to prep their vehicle before they travel. Not only will this help drive business with gas-only owners, but it’ll also help bring in more EV owners who use their secondary gas vehicle for those long-distance drives.
   
   
3. Capture interest by creating blog posts, social media content, or videos that address common concerns of both types of owners. This could include topics such as myths about EV maintenance and the importance of regular service for both EVs and gas-powered vehicles.
   
   
4. Establish your dealership as a trusted, one-stop shop for all car service needs. Amenities such as a comfortable service lounge, a selection of loaner vehicles, and pickup/delivery services can add convenience that helps ensure customers choose your store over a competitor. Other ways to drive customer retention include:
   
   • Bundled service packages specific to the vehicle type to make it quick and easy for owners scheduling or approving maintenance
     
   • Loyalty programs that reward customers for servicing more than one vehicle (such as an EV and gas-powered car) at your dealership
     
   • Promotions or offers for gas- or EV-specific services—or specials for a secondary gas-powered vehicle when the customer brings in their EV for an appointment

Whether online or in your marketing, showcase your dealership expertise in servicing both EVs and gas-powered cars through customer testimonials, technician certifications, or partnerships with EV manufacturers. Optimize your website and clearly communicate your service capabilities. And train your service advisors to be knowledgeable about both EV and gas-powered vehicle maintenance to answer customer questions confidently.

Amplify Service Profits with Strategic Marketing Tactics

The key to maintaining service department traffic and meeting your revenue goals despite EVs requiring less maintenance lies in understanding your customers’ needs. If you’re wondering how to set your dealership for success during the transition to electric vehicles, we can help. With Affinitiv Essentials, you’ll receive the expert guidance, best-in-class creative, and proven communication strategies necessary to cater to both EV and ICE owners while driving steady business. Contact us today to learn more.

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