While new EVs offer cutting-edge technology and eco-friendly benefits to allure tech-savvy shoppers, many consumers are increasingly showing interest in used electric vehicles as a more affordable and practical option. According to our newest insights, 57% of EV intenders are open to buying a used electric car.
Understanding the motivations behind this customer segment and employing effective marketing strategies can help your dealership capitalize on the growing demand for pre-owned electric vehicles, so you can attract these customers and drive used EV sales.
Are You Engaging the Used EV Customer Segment?
Why Customers Choose a Used Vehicle Over a New One
Many of the motivations for customers interested in buying a used electric car are similar to those shopping for a used internal combustion engine (ICE) vehicle. These reasons include:
- Affordability: Pre-owned vehicles are generally more budget-friendly compared to their new counterparts.
- Lower Depreciation: Used cars have already depreciated significantly, so buyers can avoid the initial steep drop in value.
- Lower Insurance Costs: Insurance premiums for used vehicles are often lower than those for new cars.
- Tax Incentives: Some regions offer tax benefits or rebates for purchasing pre-owned vehicles.
- Reduced Environmental Impact: Buying a used vehicle can extend the lifespan of an existing vehicle, reducing its overall environmental footprint.
For used electric vehicle shoppers concerned with range anxiety or charging availability, opting for a pre-owned EV can allow them to experience this driving technology and determine if the vehicle fits their lifestyle needs before committing to a brand-new model.
Marketing to Used EV Shoppers
Here are some strategies to set your marketing segmentation for success and capture EV intenders who are interested in buying a used electric car.
1. Highlight the Benefits of Used EVs
Emphasize the cost savings, tax incentives, and lower maintenance expenses associated with used EVs, and showcase the environmental benefits of driving electric, such as reduced emissions and energy consumption.
2. Leverage Online and Digital Marketing
Ensure your dealership’s website is optimized for search engines and features detailed information on your used EV inventory. Use social media platforms to share informative content, engage with customers, and promote your used EV offerings.
3. Offer Incentives and Promotions
Provide attractive trade-in values for customers who are looking to upgrade to a used EV, or offer incentives to customers who refer friends or family to purchase a used EV. You can also create a sense of urgency with time-limited promotions and discounts.
4. Create a Positive Customer Experience
Train your sales team to be knowledgeable about electric vehicles and to answer customer questions clearly. Offer test-drives to allow customers to experience the benefits of electric driving firsthand, and provide competitive financing options to make purchasing a used EV more accessible.
5. Partner with Local Businesses
Collaborate with local businesses to offer charging stations on the premises, helping strengthen customer loyalty. Participate in community events to raise awareness of your dealership and electric vehicles, and partner with local businesses that cater to environmentally conscious consumers.
Boost Your Used EV Sales with Better Marketing Strategies
Knowing what motivates customers to choose a used electric vehicle over a new one is crucial for your used EV sales. Leveraging smart marketing strategies can help your store target this growing demographic to sell more EVs while building a loyal customer base.
From your social media pages to your email messaging and more, your marketing efforts need data-driven direction for the best results. Affinitiv Essentials can help, with attention-grabbing communications, AI-powered capabilities, customer-personalized content, and actionable data. To find out more, contact us today for your live demo.
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