Turbo-charging your relationship with EV customers

Turbo-charging your relationship with EV customers

Posted: by Stericycle on Feb 04, 2020

Electric vehicles may still only make up a small section of the vehicles in operation across Europe, but as a recent survey from Deloitte shows, times are changing rapidly. The number of Brits who say they want their next car to be electric has nearly doubled since 2019 to more than one in ten. When it comes to leasing there’s even more optimism, with 20 per cent of leased vehicles set to be electric this year.

There has been a great deal of concern around whether OEMs can adapt their manufacturing models quickly enough to meet the growing demand, or whether the infrastructure is in place to make a large-scale switch to EVs viable. However, amidst the calls for more investment in electric charging stations and new manufacturing models, one area that has gone relatively unmentioned is the impact that the rise of EVs will have on the aftercare market.  

OEMs have been losing out to independent garages for some time when it comes to providing aftercare services. Yet this trend isn’t inevitable and the increasing share of EVs in operation provide a chance to change that dynamic significantly. This is because the aftercare needs of EVs varies substantial from combustion engines.

For example, there are usually only 20 moving parts in a battery-powered EV engine, versus more than a thousand in a traditional petrol or diesel car. This, plus the lack of a traditional gearbox, means that there is far less wear and tear on parts in an EV. Similarly, the use of regenerative braking reduces the need for brake pad replacements. At the same time, there is evidence to suggest that EVs require more frequent tyre changes than their combustion engine counterparts, wearing out nearly twice as fast.

As a whole, these differences mean that effective EV aftercare is going to be a significant challenge to the business model of independent garages who have largely specialised in combustion vehicles. Therefore, there is an opening for OEMs to step in and dramatically increase their market share – provided they can build a relationship which meets the needs of EV customers.

However, building a real relationship requires more than simply sending opportunistic messages out to whoever happens to be in the database. Instead it’s about using predictive analytics to intelligently anticipate the needs of specific customers and communicating with them via a channel of their choosing. Applied correctly, this strategy enables OEMs to build better, longer-lasting relationships that translate into superior aftercare service sales.

Many OEMs are already employing this technology and seeing substantial improvements in their ROI as a result. At RPM we know that the aftersales market is constantly evolving because we do our research.  

You can read more about how consumers are influencing the automotive aftermarket in our RPM insights reports https://www.rpm-crm.com/aftermarket-insight.

You will be surprised at how simple it can be to increase your aftercare sales.