Mobile Scheduling and Maintenance Subscriptions Present Opportunity to Enhance the BEV Dealership Experience
23 Julio 2024 - 9:00AM
Among new-vehicle buyers, brand loyalty and satisfaction are high,
with more than eight in ten (84%) indicating they are very likely
to purchase their next vehicle from the same brand as their current
vehicle. Dealer loyalty, on the other hand, is lagging, with only
67% of buyers saying they would be likely to transact with the same
dealer.
As increasing numbers of new-car buyers purchase
a battery electric vehicle (BEV), opportunities to reimagine the
dealer experience through maintenance subscriptions, mobile
scheduling and education could pave the way to change this dynamic
and create positive and enduring relationships between dealers and
BEV owners. That’s according to the latest findings from the 2024
EVForward® Aftersales DeepDive study by Escalent, a top data
analytics and advisory firm that provides strategic counsel to most
of the world’s leading automotive companies. Drawing insights from
the largest, most comprehensive study of the next generation of BEV
buyers, this report explores how dealerships can adapt their model
of aftercare to prepare for a future with higher levels of BEV
ownership.
“As vehicle shoppers increasingly gravitate
toward BEVs, we’ve heard concerns from dealers that their business
model, which relies heavily on servicing vehicles, will be under
threat,” said KC Boyce, a vice president in the Automotive &
Mobility and Energy practices at Escalent. “The data in this report
indicate the opposite. BEV owners want to feel that the dealer is
on their team from the point of sale onward. While the dealer-owner
relationship will evolve, dealers still have a crucial part to play
in supporting BEV owners and facilitating the care of their
vehicles throughout the ownership experience.”
Building confidence in vehicle ownership is
always important, but BEV shoppers are particularly concerned with
protecting their purchases. Among all powertrains, new-car buyers
stated that owning a BEV outside the warranty period would be the
most worrying and more than eight in ten (82%) said their vehicle’s
warranty is a vital aspect of their purchase decision. Offering
extended warranties for BEVs is one key area where dealers can
support prospective buyers while expanding an existing revenue
stream.
Dealers can also foster trust and long-term
affinity by providing counsel at the point of sale and throughout
the lifetime of BEV ownership. More than 80% of new-vehicle buyers
said that having the dealer review proper care and maintenance
would be very important in a BEV purchase. However, only 62%
reported that their dealer talked them through the proper care and
maintenance of their current vehicle. This presents an opportunity
for dealers to proactively educate consumers on their vehicle’s
service schedule, with 65% of new-car buyers saying they would be
very likely to return for service if the dealer did so.
On this front, subscription models could offer
dealers a novel avenue for customer retention and loyalty. The
majority of EV Intenders—consumers who are more than 15 times more
likely to purchase a BEV than the average new-car buyer, according
to Escalent’s research—indicated they would be interested in a
subscription plan with the dealer to cover routine BEV maintenance,
with brake replacement (82%) and tire replacement (84%) proving the
most popular options.
Scheduling service via a mobile app also emerged
as a promising way to elevate the customer experience. Thus far,
Tesla has dominated in this arena, but Escalent’s research suggests
that service scheduling via mobile could be a value-add for many
BEV shoppers. Approximately two-thirds (65%) of all new-car
buyers—and 82% of EV Intenders—said they would be interested in
scheduling vehicle service at a dealership directly from an
automaker’s mobile app. As the recent CDK Global cyberattack
showed, however, automakers and dealers need to be mindful of
security and resilience to ensure that threat actors don’t disrupt
consumers’ digital experience.
While vehicle shoppers value the convenience of
mobile scheduling and maintenance subscription services, they are
still hungry for personal touchpoints. Consumers view dealers as a
trusted point of contact for questions and concerns about their
vehicles, even after the sale is complete. More than half (56%) of
new-vehicle buyers said they would prefer to learn about new BEV
features at their dealership, cementing the dealer as a key source
of education for vehicle owners.
Dealers may even consider expanding on this role
in the future. Almost 70% of EV Intenders and 48% of EV owners
stated they would be very interested in taking a course covering
topics such as maximizing EV range and battery life.
“BEVs are reshaping consumer behavior, prompting
vehicle owners to embrace new habits for scheduling and servicing,”
said Ben Lundin, Automotive & Mobility insights director at
Escalent. “That makes it the ideal time for dealerships to
reimagine their model in a way that anticipates the needs and
desires of BEV owners. To maintain a central position within the
BEV ecosystem, dealers must provide programs and resources that
encourage buyers to return over the course of their vehicle’s
lifetime, positioning the dealership as the natural choice for
future purchases.”
About the 2024
EVForward® Aftersales
DeepDiveThis EVForward DeepDive was conducted among a US
sample of 1,221 respondents—with 104 EV Owner, 319 EV Intender, 421
EV Open and 377 EV Resistant respondents as identified by
Escalent’s algorithm—from February 5 to 15, 2024. These respondents
are a subset of the EVForward database, a global sample of more
than 50,000 new-vehicle buyers age 18 to 80, weighted by age,
gender, race and location to match the demographics of the
new-vehicle buyer population and by vehicle segment to match
current vehicle sales. The sample for this research comes from an
opt-in online panel. As such, any reported margins of error or
significance tests are estimated and rely on the same statistical
assumptions as data collected from a random probability sample.
Escalent will supply the exact wording of any survey question upon
request.
About EscalentEscalent is an
award-winning data analytics and advisory firm specializing in
industries facing disruption and business transformation. As
catalysts of progress for more than 40 years, we accelerate growth
by creating a seamless flow between primary, secondary, syndicated,
and internal business data, providing consulting and advisory
services from insights through implementation. We are 2,000 team
members strong, following the acquisition of C Space and Hall &
Partners in April 2023. Escalent is headquartered in Livonia,
Michigan, with locations across the US and in Australia, Canada,
China, India, Ireland, the Philippines, Singapore, South Africa,
UAE, and the UK. Visit escalent.co to see how we are helping shape
the brands that are reshaping the world.
CONTACT: Kim
Eberhardt248.417.2460keberhardt@identitypr.com
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