Earlier this year, our Keyloop Drivetime podcast host Jacqui Barker spoke with Rebecca Day, founder of She’s Electric, about the powerful role emotion plays in EV adoption, and why retailers need to go beyond logic to truly engage today’s car buyers.
According to Harvard research, 95% of purchasing decisions happen subconsciously, driven by emotion. For EVs, that means the spec sheet alone won’t win the sale. Customers want to feel confident, excited, and connected before they commit.
Rebecca shares how live events, emotional storytelling, and AI-powered video can help bridge that gap. By creating experiences that resonate, build trust, and spark curiosity. Whether it’s the thrill of a first test drive or the quiet reassurance of a reliable commute, the emotional journey matters.
We’ve pulled together key takeaways from this episode, including how retailers and OEMs can meet customers where they are, combining emotion and data to drive smarter engagement.
Experience drives adoption
The shift to electric vehicles isn’t just a product upgrade. It’s a lifestyle change. For many customers, that change feels unfamiliar or even intimidating.
Rebecca emphasised that giving people the chance to physically experience an EV changes everything. When someone gets behind the wheel and drives one for the first time, their concerns begin to fade. It stops being a concept and becomes something real.
She’s Electric events focus on that first-hand experience and building immediate confidence.
Retailers don’t need to host large-scale events to apply this thinking. AI-powered video can replicate the “try it before you buy it” experience by creating tailored, visual
journeys online. For example, videos showing exactly how a customer could charge their car at home, or comparing running costs to their current vehicle, can help eliminate uncertainty early on.
Emotional vs. logical car-buying
Buying a car is rarely a purely rational decision. People are influenced by emotion, routine, identity, and even nostalgia.
This emotional depth is often overlooked in the sales process. Rebecca notes that customers, especially women, often prioritise comfort, ease, and emotional reassurance during the sales process, just as much as performance or cost.
That’s where personalised video content can step in. By reflecting lifestyle needs, like child seat compatibility, range confidence, or parking ease, dealerships can help customers feel seen, not sold to.
Rebecca puts it simply: “One woman told us she just wants her next car to feel like a hug.” That’s not something you’ll find in a brochure, but it’s often what seals the deal.
How events bring the EV story to life
At She’s Electric lifestyle events — part car showcase, part festival — the focus isn’t just on the vehicles, but on creating an environment where people can explore electric living in a relaxed, social setting. Guests can test-drive EVs and talk directly with experts. Many of the event questions aren’t technical. They’re emotional or behavioural.
Customers ask things like:
- Will I feel safe charging my car at night?
- What happens if I forget to plug it in?
- Will it feel familiar, or totally different?
According to Rebecca, many people are still navigating a gap between what they want to believe, such as “I want to be more sustainable”, and the reality of their everyday lives. The desire is there, but so is fatigue, doubt, and decision overload.
Events like these give people space to ask questions without judgment. When OEMs and retailers participate in these events, they have a rare chance to meet customers early in the funnel. That’s before they’ve visited a forecourt or narrowed down their brand preferences.
And it works. Rebecca noted that many attendees leave not only more informed, but genuinely excited to start their EV journey.
Retailers can enhance this with follow-up AI videos that answer lingering questions, recap event highlights, or suggest next steps based on their interests. It’s an easy way to extend the emotional momentum long after the event ends.
Emotion + AI is the future of automotive retail
Retailers are already sitting on powerful data. It’s this data that will drive connected customer experiences.
Purchase history, service records, and lifestyle signals are all indicators of what a customer might need next. The challenge is turning that data into something that feels personal and timely.
Rebecca challenges the industry to start thinking more holistically. Did the customer just move house? Do they now have a child? Are they nearing the end of a finance agreement? Each of these signals opens up a new, emotionally relevant sales opportunity.
AI video allows dealers to act on those signals in a personal and scalable way.
For example:
- A short video showing how an EV fits the customer’s current lifestyle
- A message that demystifies public charging, based on their postcode
- A visual breakdown of how much they could save monthly based on their fuel usage
When a customer feels understood, they’re far more likely to act.
Rebecca also pointed to a gender imbalance in the retail environment, noting that fewer than 20% of salespeople are female. That lack of representation can affect how welcome or understood some customers feel. But this isn’t just about gender, it’s about ensuring that dealerships are staffed and trained in a way that reflects a wide range of needs, concerns, and motivations.
This blend of emotional intelligence and automation is how modern retailers will stand out in a crowded market.
Final takeaways
As Rebecca shared in this Drivetime episode, EV adoption is not just about price points and performance. It’s about helping customers feel confident, informed, and inspired.
Experience builds connection. Emotion drives decision-making. AI-powered video gives retailers a scalable way to personalise at every touchpoint.
The most successful retailers will be the ones who meet customers where they are, both emotionally and practically. Whether it’s through immersive events, tailored communications, or simply asking better questions in the showroom, the opportunity is clear.
Check out Keyloop Demand, and start building immersive, personalised, emotional car buyer journeys into your sales processes.
