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Do we have a car for you? Encouraging the uptake of electric vehicles at point of sale

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  • Matthews, Lindsay
  • Lynes, Jennifer
  • Riemer, Manuel
  • Del Matto, Tania
  • Cloet, Nicholas

Abstract

This study investigates shopping experiences at dealerships selling electric vehicles (EVs) in Ontario, Canada. In 2014, twenty mystery shoppers were trained and sent into 24 EV-certified dealerships (with a total of 95 shopping experiences) to observe the sales approach towards EVs. Results show that a common barrier for shoppers is the unavailability of EVs at the dealership – including a lack of EV models on site to view or test-drive as well as a three- to four-month waiting period to receive the vehicle once ordered. A multiple regression model was developed to explore which factors influence the likelihood of deciding to purchase an EV. Findings suggest that, controlling for brand, the key success factors are a salesperson's positive attitude and the availability of an EV on site. It is important for future policy makers to acknowledge the influential role of market intermediaries, such as dealerships, in the adoption of EVs. The research findings demonstrate a potential for government agencies to work with dealerships and/or salespeople to improve EV uptake by encouraging the presence of floor models and vehicles for test-driving on site, and by increasing the accuracy of information being provided to customers.

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  • Matthews, Lindsay & Lynes, Jennifer & Riemer, Manuel & Del Matto, Tania & Cloet, Nicholas, 2017. "Do we have a car for you? Encouraging the uptake of electric vehicles at point of sale," Energy Policy, Elsevier, vol. 100(C), pages 79-88.
    • Handle: RePEc:eee:enepol:v:100:y:2017:i:c:p:79-88
    DOI: 10.1016/j.enpol.2016.10.001
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    13. Moon-Koo Kim & Jong-Hyun Park & Kyungsoo Kim & Byoungkyu Park, 2020. "Identifying factors influencing the slow market diffusion of electric vehicles in Korea," Transportation, Springer, vol. 47(2), pages 663-688, April.
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    18. Almansour, Mohammed, 2022. "Electric vehicles (EV) and sustainability: Consumer response to twin transition, the role of e-businesses and digital marketing," Technology in Society, Elsevier, vol. 71(C).
    19. He, Yongxiu & Zhang, Qi & Pang, Yuexia, 2017. "The development pattern design of Chinese electric vehicles based on the analysis of the critical price of the life cycle cost," Energy Policy, Elsevier, vol. 109(C), pages 382-388.
    20. Secinaro, Silvana & Calandra, Davide & Lanzalonga, Federico & Ferraris, Alberto, 2022. "Electric vehicles’ consumer behaviours: Mapping the field and providing a research agenda," Journal of Business Research, Elsevier, vol. 150(C), pages 399-416.
    21. Udit Chawla & Rajesh Mohnot & Varsha Mishra & Harsh Vikram Singh & Ayush Kumar Singh, 2023. "Factors Influencing Customer Preference and Adoption of Electric Vehicles in India: A Journey towards More Sustainable Transportation," Sustainability, MDPI, vol. 15(8), pages 1-15, April.
    22. Biresselioglu, Mehmet Efe & Demirbag Kaplan, Melike & Yilmaz, Barbara Katharina, 2018. "Electric mobility in Europe: A comprehensive review of motivators and barriers in decision making processes," Transportation Research Part A: Policy and Practice, Elsevier, vol. 109(C), pages 1-13.
    23. Goldschmidt, Rüdiger & Richter, Andreas & Pfeil, Raphael, 2019. "Active stakeholder involvement and organisational tasks as factors for an effective communication and governance strategy in the promotion of e-taxis. Results from a field research lab," Energy Policy, Elsevier, vol. 135(C).
    24. Xiaoli Sun & Zhengguo Li & Xiaolin Wang & Chengjiang Li, 2019. "Technology Development of Electric Vehicles: A Review," Energies, MDPI, vol. 13(1), pages 1-29, December.

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