Dealership Manuscript-Final-BKS-GZR-BKS.pdf (436.52 kB)
Dismissive and deceptive car dealerships create barriers to electric vehicle adoption at the point of sale
journal contribution
posted on 2023-06-09, 12:47 authored by Gerardo Zarazua du Rubens, Lance Noel, Benjamin SovacoolBenjamin SovacoolThis study investigates the role of car dealerships in the electrification of passenger transport, namely their sales advice about the purchase and use of electric vehicles (EVs). Because most consumers do not have pre-existing knowledge of EVs, and current market conditions favour petrol and diesel vehicles, car dealership experiences may strongly influence EV purchasing decisions. Here we show that car dealerships pose a significant barrier at the point of sale due to a perceived lack of business case viability in relation to petrol and diesel vehicles. In 126 shopping experiences at 82 car dealerships across Denmark, Finland, Iceland, Norway, and Sweden, we find dealers were dismissive of EVs, misinformed shoppers on vehicle specifications, omitted EVs from the sales conversation and strongly oriented customers towards petrol and diesel vehicle options. Dealer’s technological orientation, willingness to sell, and displayed knowledge of EVs were the main contributors to likely purchase intentions. These findings combined with expert interviews suggest that government and industry signalling affect sales strategies and purchasing trends. Policy and business strategies that address barriers at the point of sale are needed to accelerate EV adoption.
History
Publication status
- Published
File Version
- Accepted version
Journal
Nature EnergyISSN
1520-8524Publisher
Nature Publishing GroupExternal DOI
Volume
3Page range
501-507Department affiliated with
- SPRU - Science Policy Research Unit Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-04-10First Open Access (FOA) Date
2018-11-21First Compliant Deposit (FCD) Date
2018-04-10Usage metrics
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