24 September 2026
EV drivers consistently report that one of the biggest barriers to switching isn’t the technology; it’s the experience around it. Vague answers on range. No clear cost-to-charge before you sign. Salespeople who know less about EVs than they as customers do.
Good practice should be the norm, and is critical if we are to persuade more and more drivers to switch to electric. But across the EV sector we still don’t see enough of it.
Around 30% of EV drivers think that a lack of clear information about owning an EV is one of the greatest barriers stopping more people from switching to EVs, putting it level with purchase cost. Strikingly, only 3% of non-EV drivers flagged information as a barrier.
People who haven’t bought an EV yet don’t realise the knowledge gap is real. People who have, do. For the EV transition to work, more customers need to be confident that going electric can work for them. That is a real challenge that needs urgent attention.
In our most recent annual survey, Steer the Conversation, we found that roughly two-thirds of EV drivers rated their handover or service centre experience as good or excellent. That’s broadly comparable to petrol and diesel car drivers’ experience, and it shows good practice exists. But when we dig a little deeper, a more complicated picture emerges.
EV buyers were more likely to rate their experience as poor or very poor (12%) than petrol and diesel buyers (8%). And satisfaction is notably lower among second-hand buyers, a growing route into EV ownership: only a quarter of used EV buyers rated their experience as good or excellent, compared to 34% of new car buyers.
Used car buyers, who may be coming to EVs for the first time, are currently getting the least support. As more and more EVs enter the second-hand market, that matters.
But the satisfaction figures only tell part of the story. What the comments make clear is that for EV buyers, the quality of advice matters more, because the questions are more complex and the consequences of poor information are more tangible. Someone leaving an EV handover having been given incorrect information about charging cables, or not knowing that the heat pump will affect their range in the winter, is going to have a harder first few months, and may well put others off switching based on their experience.
The theme that comes up most consistently, across both new and used buyers, is straightforward: customers often know more about the car than the person selling it.
EV drivers point to inadequate information as a substantial part of the problem: “They had no idea what they were selling and tried to convert me back to fossil fuels”, one respondent told us. Another, who bought from an EV specialist, found that even there “the salesman was actually pretty ignorant about what he was selling, demonstrating serious misunderstanding of some EV fundamentals“. One buyer described being told to join a Facebook group when they asked for help with their screen settings.
But some drivers report excellent experiences: “The dealership went through everything and spent as long as I needed to be confident regarding charging, range and taking care of the vehicle”, said one respondent. And another one noted that their local dealership had “upped their game” considerably over six years, going from barely knowledgeable to “fully up to speed“.
That kind of improvement is possible. It just needs to happen faster, and across more of the network.
Having staff who are knowledgeable about EVs matters because dealerships and service centres are the frontline of helping turn demand for EVs into actual sales. For many drivers considering the switch, a showroom conversation is their first real contact with the sector. The driver’s stories above show how patchy and inconsistent that first experience can be, and how off-putting to a potential EV customer it is. And that is something that needs addressing.
This week, a new industry initiative launches that aims to make sure that the first point of sale contact is a positive experience.
EV Retail Ready, developed by the BVRLA, IMDA and EVA England, offers independent dealers free, practical training to help them confidently stock and sell used electric vehicles.
The timing matters. EVs made up 25.6% of new car registrations last month, and a growing number of EVs are now entering the used market as leases end. Independent dealers, who don’t have the same manufacturer training support as franchised networks, are being asked to absorb that supply while dealing with customers’ questions they might not be equipped to answer.
The EV Retail Ready programme covers commercial viability, charging and energy, in-life costs, and the customer journey. It takes around two hours, is completed online at a dealer’s own pace, and leads to individual and dealership-wide accreditation. Dealers will also get access to ClearWatt’s EV Explorer tool, which provides vehicle-specific information on real-world range, battery health and charging, giving sales staff something concrete to show customers rather than falling back on headline lab figures.
In our latest white paper, Putting the Driver First, we called for more franchised and independent dealerships and service centres to make use of such training schemes. We are delighted to be partnering with the BVRLA and IMDA on the EV Retail Ready scheme, which will provide independent dealers with the knowledge and support they need to close the knowledge gap and give customers better answers.
EVs are here, and they work for many, many people. The next step is making sure the people selling them are equipped with the tools to spread that message.
They take investment, training and a genuine commitment to helping drivers make the switch with confidence.
EVA England represents EV drivers and those considering switching, making sure that the experience of buying or leasing an electric vehicle improves across the whole market, not just at the best dealerships.
If you would like to support our work and help us raise the bar for EV drivers at the point of sale, you can get involved by becoming a member, a supporting partner or donating directly to EVA England.
Every member and contribution helps us make sure that EV drivers’ voices are heard, and that the advice and support people need to go electric is there when they need it.