In your automotive dealership, the customer lifecycle likely involves well-established patterns—for internal combustion engine (ICE) vehicle buyers, that is. For electric vehicle (EV) buyers, you might be wondering how to fill the gaps in maintenance needs and continue the customer relationship after the EV sale.
In our EV Study, we uncovered compelling ways to keep revenue flowing post-sale by aligning with what EV buyers actually want: convenience, innovation, and an ongoing relationship with their dealership.
How Subscriptions Keep EV Buyers Coming Back
Which Subscriptions Attract EV Intenders?
Many modern consumers appreciate the simplicity of a subscription-based service, so it’s no surprise that electric vehicle owners find several potential subscriptions appealing. The top survey responses included:
- Autonomous driving
- Annual subscription for all vehicle service needs
- Vehicle pickup and delivery services
- Access to fast charging at their local dealership
- Music streaming
- Internet browsing
- Traffic news
For dealerships, offering EV shoppers a subscription service such as an annual prepaid maintenance plan, vehicle pickup and delivery, or a fast-charging station on-site can not only set your store apart from competitors but also generate ongoing profitability.
3 Strategies to Promote Your Subscription Services
1. Educate and Empower: Sell the Lifestyle
The right EV sales team can help increase profitability with the insights needed to confidently answer customer questions about range, charging infrastructure, home charging options, government incentives, and maintenance differences compared to ICE vehicles.
Because EVs attract a different customer profile as well, be sure your salespeople understand the motivations and buying style of EV intenders, so they can tailor their approach and build trust. The more value they communicate, the more likely customers are to say yes to ongoing services.
2. Ease the Transition: Solve Real EV Problems
Range anxiety, charging logistics, and maintenance confusion are all hurdles for new EV drivers. You can ease those concerns and lock in recurring revenue with:
- Prepaid EV-specific maintenance plans
- Roadside assistance tailored to electric needs (like flatbed towing to the nearest charging station)
- Home and workplace charger installation plans
- Tiered in-vehicle connectivity options
These types of offerings position your dealership as a service hub—not just for vehicles, but for the EV lifestyle.
3. Spread the Word: Market Like a Mobility Brand
If you’re not telling your EV story, you’re missing out. EV buyers are often tech-savvy and research-driven. Utilize customer data and market insights to understand their questions, needs, and preferences. And use that information to create targeted marketing campaigns that highlight your subscription-based services and other EV options. For a well-rounded approach, go beyond email: build out blog posts, social media content, and short videos that walk through your subscriptions and how they benefit drivers.
You can also lean into partnerships. Consider collaborating with clean energy groups or EV advocacy organizations in your area to amplify your dealership’s visibility and credibility in the space.
Channel EV Revenue Streams into Your Store
To maintain profitability, the EV era requires a new kind of relationship between dealers and customers. And subscription services offer a sustainable way to engage EV buyers beyond the showroom floor. With the right strategies and tools in place, you can capture new revenue, increase loyalty, and become the go-to destination for everything EV.
We’re here to help make it happen. From insights to implementation, our EV-focused marketing and technology is designed to help you adapt, grow, and thrive in the electric market. To find out more, contact us today.
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