Electric Car Shoppers Not as Happy With Dealers as Gas

The automotive industry is undergoing a significant transformation as electric vehicles (EVs) gain traction in the market. While electric cars promise a more sustainable and environmentally friendly future, a recent study by J.D. Power highlights that owners of internal combustion engine (ICE) vehicles still report higher satisfaction levels with their car buying experience compared to their EV counterparts. This insight comes from the J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study, shedding light on the challenges faced by EV buyers and the evolving landscape of customer satisfaction in the automotive industry.

The Study's Key Findings

Overall Satisfaction Disparity:

The J.D. Power 2023 SSI Study reveals a substantial satisfaction gap between owners of mass-market EVs and ICE vehicles. Mass-market ICE vehicle owners score an impressive 848 in satisfaction, while their mass-market EV counterparts lag behind at 790. In the premium segment, the divide remains evident, with premium ICE vehicle owners at 866 in satisfaction compared to 831 among premium EV owners.

Dealer Engagement:

The study unveils an interesting aspect of EV ownership: more than one-third (34%) of EV buyers express dissatisfaction with the efforts of dealerships to make them comfortable with EV maintenance requirements. Furthermore, 11% of EV owners admit to feeling uncomfortable with the EV charging process and available options.

Impact of the Pandemic:

The automotive industry has been heavily affected by the pandemic, with supply chain disruptions and increased prices. However, the study reports that growing new-vehicle inventory and moderating prices have contributed to improved customer satisfaction in 2023. The overall satisfaction score for the vehicle purchase experience has increased to 793, up from 786 the previous year.

Pricing:

While inventory improvements have led to more reasonable vehicle prices, customer satisfaction with pricing remains below pre-pandemic levels. Mass-market vehicle buyers rate the fairness of the price paid at 8.04 on a 10-point scale, compared to 8.14 in 2020. Premium vehicle buyers similarly rate pricing at 8.18, down from 8.42 in 2020.

Salesperson Expertise:

Another noteworthy finding is the disparity in perceived salesperson expertise between EV and ICE buyers. Mass-market EV buyers score dealer staff expertise at 7.81, significantly lower than the 8.75 rating given by their ICE counterparts. Premium EV buyers report a similar trend, rating dealer staff expertise at 8.59 compared to 8.95 for ICE buyers.

Information Needs:

EV owners express a desire for more information and support related to their vehicles. Over 30% of EV buyers seek additional information about their vehicle's maintenance schedule, while 7% require assistance with setting up home charging. Notably, 11% of EV buyers indicate a need for further explanation on how to charge their vehicles at home or at public charging stations.

Study Rankings:

The study also provides rankings for automakers' sales satisfaction. Porsche emerges as the leader in sales satisfaction among premium brands with a score of 840, followed by Infiniti (832) and Alfa Romeo (824). Among mass-market brands, Buick secures the top spot for the second consecutive year with a score of 824, with GMC (821), Chevrolet (812), and Mitsubishi (812) closely following.

Conclusion

The J.D. Power 2023 U.S. Sales Satisfaction Index (SSI) Study highlights a notable difference in satisfaction levels between owners of internal combustion engine vehicles and electric vehicles. While the automotive industry has made strides in improving the EV buying experience, there remain challenges related to dealer engagement, salesperson expertise, and customer education.

As the automotive landscape continues to evolve, manufacturers and dealerships must prioritize addressing these concerns to bridge the satisfaction gap between EV and ICE vehicle buyers. Providing comprehensive information on EV maintenance, charging processes, and enhancing the expertise of sales staff can contribute to a more satisfactory car buying experience for all customers, ultimately driving the adoption of electric vehicles in the years to come.