2:11 pm, November 2, 2026
Car dealers are being urged to offer longer electric vehicle test drives and rethink their sales approach to help overcome consumer concerns about switching to EVs.
Warranty Solutions Group (WSG) says retailers need to do more to reassure prospective buyers about range, battery life, charging and running costs, particularly as more electric cars enter the used market.
The call comes as research from Auto Trader shows that 85% of existing EV owners would buy another, suggesting a gap between the experiences of drivers who have made the switch and the concerns of those considering it.
Industry experts believe dealers could help close that gap by offering more practical advice and allowing customers to experience electric cars over several days rather than relying on traditional short test drives.
Speaking during a recent WSG webinar, Nick King, insight director at Auto Trader, said: ‘Once people live with an EV, they realise it works for them. The challenge is getting them to take that first step.
‘A conventional one-hour test drive is not always enough. People need the opportunity to experience an EV for a couple of days and understand how it fits into their everyday lives.
‘When they consider the journeys they actually make, rather than the exceptional 300-mile trip, range often becomes much less of an issue.’
King also warned that some retailers risk overwhelming customers with technical information rather than explaining how an electric car could meet their needs.
He said: ‘Customers can also go into a retailer and get “feature dumped”: it has this, it does that and it comes with this technology.
‘Retailers need to concentrate on the benefits that matter to the individual and make the transition as simple as possible.’
The discussion also highlighted the increasing choice facing car buyers, with the number of automotive brands available in the UK rising from approximately 45 in 2019 to around 75 today.
King suggested that figure could reach 90 by 2030, making clear advice from retailers increasingly important.
WSG believes the approach could be particularly important for the used EV market, where concerns about long-term battery health and potential repair bills can discourage buyers.
The warranty specialist says dealers should also explain what aftersales support and protection is available to customers once they have purchased a vehicle.
Phil Miskelly-Wise, OEM and corporate sales director at WSG, said: ‘The fact that 85% of existing EV owners would buy another tells us something important – the ownership experience is often far more positive than prospective buyers anticipate.
‘The challenge for our industry is bridging that gap. Consumers don’t necessarily need more technical information; they need practical advice, reassurance and confidence that an EV will meet their individual requirements.’
He added: ‘Retailers have a vital role to play in making the transition easier, from providing more meaningful test-drive experiences and explaining charging options to offering reassurance around long-term ownership and potential repair costs.’