JudgeService urges dealers to embrace EV advisory role as buyers take cost of living hikes on the chin

Dealers have an opportunity to play a greater role in providing insight to customers choosing to take rising motoring costs on the chin, rather than consider electric alternatives. JudgeService has identified a mix of stoicism and indecision among some car buyers when it comes to taking practical steps now and in the future to mitigate the cost of living crisis.

When asked whether pump prices, which spiralled to record highs earlier this summer, affected their current motoring habits, 40% said they are now driving less, while nearly a third (31%) admitted they were choosing instead to absorb the costs.

JudgeService’s forthcoming State of the Nation III annual report analyses the views of over 3,000 car buyers who purchased within the last three years.

Buyers were similarly divided when asked whether the fuel hikes are making them more likely to consider electric alternatives to ICE. Half said the rises had made them more likely to consider an EV, while over a quarter (27.5%) maintained the rises will not have an impact and 22.5% were undecided.

“Despite car buyers facing the challenges of balancing household and motoring budgets, as the cost of living crisis deepens, we’ve identified a strong feeling of stoicism with many prepared to take the extra financial hits on the chin,” said Neil Addley, managing director of JudgeService.

“What this demonstrates is the increasing opportunity for dealers to provide even greater online and in-store insight for car buyers to help them weigh up their alternatives."

“BEVs, PHEVs or hybrids now make more economic and practical sense than ICE cars for some car buyers. For many dealers it’s no longer sufficient to have one or two electric specialists, who can talk knowledgeably about transitioning from ICE; everyone in the sales team needs to be trained to talk about all things electric,” said Addley.

Keep an eye out for our State of the Nation industry report. Due October 2022.

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