In the ever-changing landscape of electric vehicles, it’s no surprise that EV intenders are beginning to shift as well. Younger car shoppers are starting to show more interest in buying an EV, initiating a growth in current EV marketing segmentation and new opportunities for your electric vehicle sales.

If you’re wondering how your dealership can learn the language of digitally advanced generations and transform your store into the go-to spot for young EV buyers, read on to discover the changing demographics of EV buyers and next-level marketing strategies to attract, engage, and win these customers.

Target Young EV Intenders with Focused Marketing Strategies

Who Are the Newest EV Intenders?

Many of your EV buyer personas likely include the average EV owner: aged early-to-mid 40s and married with an annual household income over $100,000. According to our latest survey data, however, electric vehicle adoption over the past year is leaning toward younger drivers and those with lower household incomes. These new insights are likely due to tax credits and highly attractive OEM and dealer incentives.

If you have EV buyer personas developed to help focus your marketing segmentation efforts, be sure to revisit and update them as needed, or create new ones to target these younger electric vehicle intenders with messaging that makes an impact.

How to Upgrade Your EV Sales and Marketing Strategy

Younger car buyers often have different priorities when it comes to the vehicle purchase process compared to older generations. They typically value seamless online shopping, a store with tech-savvy staff, clear and transparent communication, personalized interactions, and an authentic brand to support. Here are a few ways you can electrify your marketing and sales strategies for the next-gen drivers.

Online EV Sales and Marketing Strategies

• Website Tools for EVs: Develop an online tool where young shoppers can customize their dream EV, explore different features and colors, and instantly see estimated costs and financing options.
• Interactive “EV Mythbusters” Quiz: Create a quiz that addresses common concerns about EVs, like range anxiety or charging times, and educate potential buyers in an engaging way.
• Live Q&A Sessions: Host live Q&A sessions on your social media platforms with EV experts or young EV owners, answering questions and fostering real-time engagement.
• User-Generated Content Contests: Encourage social media engagement by hosting contests where young EV owners or potential buyers share their experiences or creative content related to EVs using a specific hashtag.
• “Day in the Life” Stories: Partner with young EV owners to create social media stories showcasing their daily routines and how an EV seamlessly integrates into their lives.

In-Store EV Sales and Marketing Strategies

• EV Charging Station Showcase: Create a dedicated area in your dealership showcasing different charging station options and educating customers about home charging solutions.
• Sustainability Commitment: Highlight your dealership’s commitment to sustainability with eco-friendly practices like energy-efficient lighting, solar panels, or on-site charging stations.
• Virtual Reality (VR) Showroom Experience: Offer VR experiences that allow customers to explore different EV models and features in an immersive environment.
• EV Specialist Sales Staff: Train specific staff members as EV Specialists who are knowledgeable about all aspects of electric vehicles and can answer questions confidently.
• Tech-Enabled Showrooms: Equip salespeople with tablets allowing for real-time customization options, financing calculations, and access to a library of educational EV content.

Shift Your Electric Car Sales into High Gear with the Right Technology

By understanding and adapting to the varied demographics and needs of your EV sales leads, you can create a more appealing and efficient shopping experience for younger car buyers, ultimately leading to increased sales and customer satisfaction.

The right marketing solution can help bring these car shoppers into your store, with strategic lifecycle communications powered by AI and machine learning that grab attention and get results. Affinitiv Essentials allows you to reach new customers via email, social, direct mail, and more, to maintain interest and drive sales. To find out more, contact us today for your live demo.

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