1 October 2026
EVA England member Ben is the Senior EV Transition Lead at Lloyd North Tyneside BMW & MINI at the Silverlink in Wallsend.
After holding two EV-focused positions with different manufacturers, he’s been fortunate enough to carve out a niche doing something that, a few years ago, barely existed. Today, his role continues to evolve as more people make the transition to electric vehicles.
In the blog post below, he shares with us what a day in the life of an EV specialist actually looks like.
Most of my conversations are with people who are completely new to EVs. They’re rarely looking for technical information. They’re asking the questions that really matter.
“Can I charge at home?”
“What happens if I need to travel further?”
“Which electricity tariff should I choose?”
“How do I use public charging?”
“Will an EV actually work for my lifestyle?”
Those are the conversations I love.
That said, I also spend time with existing EV owners who enjoy asking much more in-depth questions. Whether it’s charging speeds, route planning, battery management or getting the most from their vehicle, I really enjoy those conversations too. Every customer arrives with a different level of experience, and I love adapting my approach to meet them where they are.
Whether I’m talking someone through their home charging options, demonstrating public charging in the real world, explaining how to take advantage of cheaper overnight electricity tariffs, helping plan a long journey, discussing EV insurance or showing customers how the MyBMW or MINI app becomes their everyday companion, my aim is always the same: keep it simple, practical and jargon-free.
Customers don’t need another digital brochure; they need someone who lives with the technology every day and can translate it into practical, honest advice that makes sense for their lives.
A large part of my role happens after a customer has ordered or collected their vehicle. I spend much of my time out on the road visiting customers in their own homes, delivering second handovers, answering questions that only arise once they’ve lived with the car for a little while and helping them get the very best from their ownership experience.
These appointments are some of the most rewarding. Confidence doesn’t always come from a showroom demonstration. It often comes from standing on a customer’s driveway, setting up charging schedules or walking them through their first public charging session for example.
I’ve always believed that people buy from people, and I think that’s even more important when it comes to new technology. Human interaction still matters. Having someone who really enjoys living with EVs and can share honest, real-world experience often gives customers the reassurance they were looking for long before any discussion turns to the vehicle itself.
Before we talk about the car, I want to understand the person sitting in front of me. Their lifestyle, daily routine, driving habits and what they want from their next vehicle will all help to shape the conversation.
If I’m introduced into a customer appointment, I’ll usually begin by understanding what they’d like to achieve and how much time they have. From there, I can tailor the conversation around their previous EV experience, annual mileage, charging plans and identify any knowledge gaps they may have. My goal is never to overwhelm people with information, but to leave them feeling more confident than when they arrived.
Perhaps the most encouraging change I’ve seen over the last few years is that fewer customers feel like they’re taking a leap into the unknown.
Increasingly, someone in their family, workplace, street or friendship group already owns an EV. Those conversations help normalise the transition and my role is to build on that growing confidence with practical support and honest advice.
Some days I’m travelling between customer appointments, sharing in the excitement of new vehicle handovers or helping someone overcome a challenge they’ve encountered. Other days I’m in the showroom supporting colleagues, facilitating test drives, answering customer questions, writing training material for our Sales teams or brainstorming educational content through my YouTube channel to help people far beyond the four walls of the Centre.
It’s busy, it’s varied, and it’s incredibly rewarding.
I don’t sell electric cars.
I help people replace uncertainty with confidence.
Because while some people assume my role is about explaining electric cars, I’d say it’s about helping people feel ready to own one.
You can follow Ben’s work beyond the showroom on his Electric Ben YouTube channel, where he shares practical EV tips and advice. You can also connect with him on LinkedIn.
They take investment, training and a genuine commitment to helping drivers make the switch with confidence.
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