Today marks world EV day- the slogan for which is Share the spark: a day to convey EV positivity.
At a time when the EV market battles against a mass media barrage of misinformation that has long impacted buyer sentiment, it’s high time we busted some of the myths and put some positivity back into the narrative around electric-powered vehicles.
We all know that technology has the power to drive meaningful change, especially when it comes to sustainability. With just over 1.4 million fully electric vehicles on UK roads (around 4% of the total), it’s clear that the journey to electrification is still in its early stages. But the opportunity to accelerate adoption is right in front of us, and retailers have a vital role to play.
The EV conversation needs a reset
Despite growing awareness, the EV market hasn’t expanded as quickly as expected. Misinformation, media scepticism, and consumer uncertainty have created barriers to adoption. But with the Zero Emission Vehicle (ZEV) mandate now in effect and new players entering the market, the time is ripe for retailers to become advocates and educators—not just sellers.
It starts with the customer experience. Every interaction matters. In our recent Drivetime Podcast with Rebecca Day, we explored the emotional side of EV adoption and why it’s essential for customers to truly experience an EV before buying one.
EV advocacy needs a human touch
In case you missed it – here are five of our key takeaways from the podcast- The emotional decisions driving EV adoption, with Founder and CEO of She’s Electric, Rebecca Day.
- Emotion drives EV adoption
Switching to an electric vehicle (EV) isn’t just a logical choice, it’s a deeply emotional one. Rebecca Day emphasises that the excitement of driving and the peace of mind around reliability are powerful emotional levers that influence adoption.
- Hands-on experience is essential
We can’t underestimate the importance of letting potential buyers physically experience an EV themselves. Whether it be through test drives, immersive demos, and themed events, this in-person exposure helps people form a visceral connection with the vehicle’s feel and its features, which often marks the tipping point in converting.
- Events create connections that sell
Live events are more than marketing; they can humanise the EV experience. By crafting fun, accessible moments (like ride-and-drives or interactive showcases), manufacturers (OEMs) and retailers can spark emotional connections that make EVs feel relatable, tangible, and exciting.
- Balance emotion with logic
It’s important appeal to both emotion and logic. While the emotional draw- thrill, novelty, and trust – gets people interested, clear messaging around range, cost savings, and reliability reassures them. Tapping into both helps overcome objections or hesitation and helps to home in on deeper, more personalised customer engagement.
- Retailers and OEMs must foster connected experiences
The role of industry players isn’t just selling hardware; it’s about curating meaningful experiences. From showroom layouts to experiential marketing, retailers and OEMs should aim to create seamless, emotionally resonant journeys that guide consumers from curiosity to confident EV ownership.
Small wins, big impact
There are countless ways retailers can make the EV journey smoother, smarter, and more rewarding. In another recent episode of the Keyloop DriveTime podcast, we spoke with Charlie Cook, founder of Rightcharge, about how simple changes can help consumers make greener choices, especially during a cost-of-living crisis.
Take energy tariffs. With rising energy costs, consumers are actively comparing rates. Retailers can guide them toward off-peak charging options, which can reduce costs dramatically. Charging an EV overnight at home can cost as little as £5 to £20, depending on the tariff. That’s a compelling reason to consider electric.
During the podcast episode, Charlie also highlighted innovations that allow drivers to connect their home energy tariff to public charge points. For example, Octopus Energy’s ‘electroverse’ ecosystem is helping users locate charge points, optimise their charging habits and save money. These are the kinds of insights that can shift consumer mindsets, and retailers should be ready to share them.
Tech that puts customers back in the driver’s seat
Historically, EV drivers have had to juggle multiple apps to manage charging. But the landscape is changing. Fewer apps mean less confusion, more convenience and therefore, more confidence in EV adoption at scale.
Industry leaders like Sara Sloman, CSO at Paythru and director of the EV Café, are championing seamless payment experiences. Innovations like in-app payments are replacing outdated pay systems, making it easier to charge without stepping out into the rain, for example. Eventually, the car itself may become the wallet. These seemingly small innovations are momentous in terms of buyer sentiment, as small conveniences add up to a frictionless ownership experience.
Busting myths and building trust
Before consumers turn to AI or search engines where, as we know, misinformation can thrive, retailers must position themselves as trusted sources. That means being ready to answer questions like: How much does it cost to charge my vehicle overnight? Will I run out of charge on a long journey?
The truth is, range anxiety is declining. According to AA data, only 1.85% of EV breakdowns in 2024 were due to running out of charge, compared to around 1% of ICE vehicles running out of fuel. Plus, with over 75,000 public charge points already deployed, we’re well on track to hit 300,000 by 2030. Apps like Zapmap make it even easier than ever for EV drivers to have a contingency plan in place.
From test drives to transformation
Retailers can also rethink how they introduce EVs to customers. Extended test drives, for example, allow potential buyers to experience the full ownership journey from charging to driving, to calculating real cost savings. And with manufacturers like Ford offering free home chargers in partnership with Octopus Energy, the barriers to entry are lowering.
According to the Global Electric Vehicle Alliance, fewer than 1% of EV drivers would return to petrol or diesel. That’s a powerful endorsement, not just for the planet, but for the bottom line.
The journey ahead
Electrification isn’t just a trend; it’s an essential transformation. And while the road may have bumps, the destination is clear. Retailers have a unique opportunity to lead the charge (literally) by educating, empowering, and inspiring consumers to make use of the evolving EV ecosystem to make more sustainable choices. So let’s mark today’s EV day and embrace the new era of EV advocacy, turning every customer journey into step toward a cleaner, smarter future.
For more inspiration on building more powerful, personalised buyer journeys, and connecting every phase of the customer experience check out Keyloop’s Demand domain today.
