■ E-mobility Opportunities and Risks for retailers!

■ Dealerships at a crossroads. The 2024 Study by AUTOHAUS and TARGOBANK provides insights.

By Autohaus, translation AutoNews24

■ Electromobility is facing significant challenges. Critics argue that it is too expensive, complicated, and lacks adequate support from the government. The unexpected cessation of funding has hindered the early growth of this technology, leading to a disappointing lack of a breakthrough. The initial excitement has given way to a sense of disillusionment. Nonetheless, electric vehicles remain available in showrooms, as it is clear that electromobility is vital for the future.

For car dealerships, this situation requires a shift in approach. It's no longer enough to sell a vehicle; they must now offer customers a comprehensive mobility solution. This involves discussing charging infrastructure and photovoltaic systems and determining which wall box best suits the customer’s charging habits. The market is evolving, and those who adapt to these new demands will be better prepared for the future. It’s an exciting and transformative time.

■ The 2024 sales study by AUTOHAUS and TARGOBANK will examine current trends, identify problems, and explore strategies for successful change.

■ There is a gap between supporters and sceptics.

The 2024 sales study reveals a stark contrast in attitudes toward electromobility within the car trade. Many sales staff, particularly in branded companies, view electromobility as a valuable opportunity. However, there is also a notable group of sceptics. Independent dealers and those operating in rural areas tend to be more cautious about embracing this new technology.

■ Smaller car dealerships face significant investment costs, such as installing charging points and purchasing specialised tools. While larger dealerships, which sell more than 500 vehicles annually, can adapt to these changes more quickly due to their financial resources, more minor, rural dealerships are more cautious and tend to hold back. In fact, over two-thirds of respondents from large dealerships expressed a positive outlook on new technology. In contrast, scepticism about these advancements is much more pronounced among smaller companies selling fewer than 100 new cars annually.

■ A significant number of study participants believe electric cars are too expensive for many customers without government assistance. Approximately three-quarters of the surveyed dealerships attribute the stagnation in electric vehicle sales to the loss of bonuses. Additionally, uncertainties regarding the charging infrastructure further discourage potential buyers. According to the study, two-thirds of the participants reported that concerns about insufficient charging network expansion arose frequently during their consultations.

■ Knowledgeable salespeople can have a significant impact.

Despite the challenging circumstances, the study highlights some positive aspects. Markus Häring, head of TARGOBANK Autobank, explains, "Sales staff play a crucial role in the accelerated transition to mobility. The data indicates that well-informed salespeople confident in electromobility can make a significant difference." In other words, sales staff can persuade customers to embrace this new form of propulsion.

■ Salespeople who excel in this area report that demonstrating the charging process during the sales conversation is a particularly effective way to alleviate customer hesitations.

Successful salespeople also know how to emphasise the benefits of electromobility. Key selling points, such as lower operating costs, tax incentives, and significantly expanded battery warranty coverage, can be compelling arguments that persuade customers. Contrary to common misconceptions, the 2024 sales study indicates that customers are more resistant to electromobility than often believed. One in five individuals who ultimately chose an electric car initially considered a different type of vehicle.

■ Conclusion

The 2024 sales study makes it clear: The future of electromobility depends not only on technical innovations or political framework conditions but also on the commitment and persuasiveness of the sales staff. Those who manage to get their employees excited about the topic will also have the edge in the customer competition.

The 2024 sales study, now available for download at www.autohaus.de/verkaufsstudie2024, provides exciting insights.

Source: AUTOHAUS

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