ABM Q4 - Flipbook - Page 44
OPI N I O N
R E TA I L
Closing the
perception gap
→ John Cassidy is managing director at Close Brothers Motor Finance
T
he EV market in the UK has
evolved from one dominated
by early adopters to a more
mature marketplace that
offers genuine options for
everyday drivers who care
about running costs and
vehicle reliability.
Our latest research shows
that demand remains robust, with
more than eight in 10 dealerships that
stock EVs reporting higher customer
interest at every stage of the buying
process: from initial enquiries (86%) and
finance applications (86%) to completed
sales (84%).
To turn this interest into actual sales,
dealers must help close the gap between
what consumers think owning an EV is
like, and the reality. Doing this requires
a clear view of current buyer trends,
common worries, and the simple tools
available to help close the deal.
Range anxiety
While demand is high, our research
shows that around a third of dealers
(34%) still report consumer worries about
public charging points and battery life.
For drivers doing long journeys every day,
these concerns make sense.
However, it can be easy for many
drivers to overestimate how far they
actually travel, while underestimating
how far modern batteries can go.
More than four in 10 UK drivers (42%)
cover 100 miles or less in a normal week.
Because modern EVs routinely travel
around 300 miles on a single charge,
most can easily complete a week of
driving without needing a public charger.
Sales teams can reassure buyers
simply by keeping the conversation
grounded in actual weekly mileage,
rather than rare long-distance trips.
Home charging is essential
Buying an EV is about more than just
picking a vehicle; how to charge it is a
44
AUTOMOTIVE BUSINESS
Q4 2026
major part of the decision. Almost nine
in 10 dealers (89%) report higher interest
in home charging solutions, making it the
most requested addition alongside an
EV sale.
Offering home charging options during
the sale takes away a lot of stress for the
customer. Strategic partnerships, such as
our agreement with Pod, allow dealers to
include home charger installation as part
of the package.
This helps retailers offer a complete,
convenient solution right from the
showroom floor.
Finance to unlock demand
With cost-of-living pressures affecting
household budgets, the upfront price
of an EV remains a key barrier for 30%
of buyers.
This is where flexible finance options
become essential for getting sales over
the line. With 86% of dealers seeing
higher demand for EV finance, buyers
are clearly looking for practical ways to
spread the cost.
Personal Contract Purchase (PCP) and
Hire Purchase (HP) are vital tools here.
They split the cost into manageable
monthly payments, while PCP also eases
worries about future resale values (cited
by 34% of dealers) by offering flexible
options at the end of the agreement.
Focusing the conversation on monthly
affordability rather than the upfront
sticker price helps buyers see that
switching to an EV fits their budget.
Curiosity to conversions
The demand for EVs on UK forecourts
is clear. The dealers best placed
for success will be those who guide
customers through the practical details
of affordability, charging, and realworld range.
By keeping conversations simple and
grounded, retailers can turn growing
consumer curiosity into steady sales.
