As EV sales continue to grow, the biggest challenge for retailers is no longer the car itself. It’s everything that comes after the sale, particularly charging.
In a recent episode of Drivetime, the global auto tech podcast powered by Keyloop, Phil Nunn, CEO and founder of Jumptech, joined host Jacqui Barker. They explored why EV charging has become such a critical part of the customer journey, where dealers are feeling the pressure, and how the right approach can turn uncertainty into confidence.
Here are the key takeaways from their conversation.
1. EV adoption is being slowed by uncertainty, not technology
Most EV buyers don’t worry about their daily driving habits. Issues such as range anxiety, power consumption and charging costs only tend to surface around rare scenarios – the long trip taken once or twice a year, or the perceived complexity of installing a home charger.
As Phil explains: “Most people do 20–30 miles a day. It’s not the problem. They’re worried about the journey they do once a year.”
He then pointed out that these concerns often outweigh the practical reality: EVs already fit easily into most people’s lives. The problem is not infrastructure availability, but confidence and understanding.
Key takeaway:
EV conversion isn’t blocked by product capability – it’s blocked by reassurance.
2. Charging is the most fractured part of the EV journey
Buying an EV doesn’t end at handover. Customers then face a separate journey involving installers, grants, surveys, energy providers and paperwork – often with little visibility or coordination from the retailer.
Phil’s own experience of installing a charger highlighted just how painful this can be, with dozens of emails exchanged just to get a quote. For customers, this friction can quickly turn excitement into frustration.
Key takeaway:
If the charging journey feels broken, the EV purchase feels risky.
3. Dealers are expected to advise – but don’t feel equipped to do so
Today’s retailers are increasingly asked about tariffs, kilowatt hours, charger types, public charging costs and home suitability. But most sales teams don’t have the training, time or confidence to answer these questions in detail. As Phil states: “They’re being asked to explain things they were never designed to sell.”
Understandably, many choose to disengage altogether, defaulting to “Google it” or passing customers on to third parties with little follow‑up.
Key takeaway:
Avoiding the charging conversation doesn’t remove risk – it pushes customers into confusion.
4. EV charging can damage CSI, even when the sale goes well
One of the most important insights from the episode is the impact charging has on customer satisfaction. A dealership can deliver a flawless sales experience, only for a poor installation or confusing handover to affect CSI or NPS scores weeks later.
Charging introduces a new, unfamiliar stage of the ownership journey – one that happens in the customer’s home, beyond the dealer’s direct control.
Key takeaway:
Retailers may not improve CSI through charging, but they can protect it.
5. Visibility beyond the showroom is becoming essential
Phil highlights the importance of giving dealerships visibility of the charging journey after referral – from home surveys and quotes to installation status and customer feedback.
This transparency allows sales teams to answer customer queries with confidence, coordinate better with delivery timelines, and avoid the “over‑the‑fence” handoff that leaves everyone in the dark.
Key takeaway:
Confidence comes from visibility – for both customers and sales teams.
6. Education works best when it starts early
A recurring theme in the episode is timing. Charging conversations are most effective before customers arrive at the forecourt with fixed assumptions.
Early education — through branded content, FAQs, simple tools and guided conversations — helps customers move from ICE familiarity to EV curiosity without pressure. “Create curiosity when people aren’t under pressure,” Phil says.
Key takeaway:
The earlier the conversation starts, the easier the decision becomes.
7. AI can support the conversation — if it’s used carefully
AI has a clear role to play in supporting EV education, particularly when it prompts the right questions rather than overwhelming customers with data.
Used well, AI becomes a digital assistant — helping customers understand charger choice, costs and suitability, while supporting sales teams with consistent, accurate information.
Key takeaway:
AI should guide confidence, not replace human reassurance.
8. Automotive and energy are converging faster than many expected
EVs are increasingly part of a wider energy ecosystem that includes home charging, solar, batteries and, eventually, vehicle‑to‑grid technology.
Customers are already thinking holistically about cost, consumption and sustainability, even if they don’t yet understand the terminology. Dealers don’t need to be energy experts, but they do need partners who can bridge the gap.
Key takeaway:
The future ownership journey crosses industries — and no dealer should tackle it alone.
Final thoughts
EV growth is inevitable, but confidence is earned. Retailers that succeed will be those that simplify complexity, remove fear from the charging journey and focus on the entire ownership experience — not just the car.
Sell the vehicle. Protect the journey. Build confidence where it matters most.
Listen to the full Drivetime podcast with Phil Nunn by clicking here, or search ‘Drivetime’ wherever you get your podcasts.
