The electric-vehicle buying experience has earned something of a bad reputation over the past few years, and that’s true of almost anyone looking to step into the world of electric motoring. Yet while this certainly isn’t true of the entire business, it’s fairly established at this point that many car dealers aren’t always the best—or even interested in—selling EVs.
Lots of things have been blamed for this phenomenon. Dealers are often accused of not wanting to promote EVs that will probably bring in less repair revenue than gas cars. Others say that even the most talented salespeople can’t move cars in places that lack quality charging access.
And there’s so much new in the EV world: storage issues, charging on the lot, constantly shifting incentives and deals and other factors make electric cars just trickier than selling gas-powered ones.
But rather than cast blame or judgment, we’re here to say: We get it. This stuff is new and often confounding. Keeping up with modern automotive trends is a little like trying to drink from a fire hose. It’s hard for us, and it’s our job to write about this stuff.
GMC Hummer EV at NC Dealership
And it’s a tricky topic, too, because while the shift to EVs presents buyers with the potential for cost savings and quality-of-life improvements. But it also potentially creates points of frustration and disappointment.
Yet EVs (and other electrified cars) are the future, and are already becoming more common and in-demand among a growing cohort of customers. So we’re here to help.
If you’re in sales at a dealership, it’s your job to help those customers find the car that’s right for them. Here’s everything you need to know to make sure that they drive off the lot happy and stay that way.
Photo by: Kia
Charging
Charging is far and away the most intimidating part of buying your first EV. There’s a lot to learn, so it’s important to have a solid understanding of the basics. We have comprehensive guides to covers the fundamentals of charging, but here are a few key talking points that are great conversation starters for EV-curious buyers.
Porsche Charging At ChargePoint
Photo by: Porsche
Electricity is considerably cheaper than gasoline. Buyers who charge at home typically save, on average, about $100 on their monthly fuel bills. This helps offset the extra up-front cost of an EV. But don’t take our word for it. Bring up the Department of Energy’s fuel savings calculator and do the math with your customer.
Many EV owners spend less time charging than they do refueling. If they get a charger installed at home, they’ll just need to plug the car in. That’s far more convenient than stopping at a gas station.
Chargers are expensive, but many EV manufacturers chip in. Ford, Hyundai, and others offer free or discounted chargers. Some will even cover the cost of installation. We have a handy list right here.
Beyond that, it’s important to understand the three levels of charging speeds, at least at a high level.
Photo by: Patrick George
Level 1 is a standard, three-prong wall outlet. This will typically recharge a plug-in hybrid within a few days, but an EV will take several days to get a full charge at this speed. But these are more useful than most people think, and could even suit a lot of owners’ needs better than expected.
Photo by: Christopher Smith / Motor1
A Level 2 charger is a special installation that typically requires a visit from an electrician. This can be upwards of $2,000, but again, many manufacturers will cover this cost. Most EVs will recharge overnight on a Level 2 charger. If you sell cars from the growing list of brands that throw in home charging, it’s probably good to bone up on those programs—and hopefully, the manufacturer is helping you do that.
Electrify America Flagship Indoor Charging Station In San Francisco, California
Finally, a Level 3 or DC fast charger is typically only found at remote charging locations. Different chargers have different rates and speeds. This is where it gets a little complicated, like high-performance engines and higher-octane fuels.
Public Charging
Charging at home is cheap, easy, and usually fast enough. It is far and away the best option. But, it isn’t always an option. Some buyers who rent or park in a shared garage may not be able to charge at home. And just about every EV owner will need to recharge on the road at some point.
Photo by: Rivian
Here are some key points on public charging:
- The U.S. charging network has more than doubled over the past five years.
- Modern public fast chargers can recharge most modern EVs to 80 % of their capacity within 30 minutes.
Charging to 100% takes much, much longer. You’re typically better off stopping and charging twice to 80 than once to 100. - Public charging is quite expensive compared to charging at home, usually comparable to the cost of fuel.
- Public charging in the U.S. has garnered a reputation for poor reliability and availability, and it’s important to be honest here. This bad reputation, sadly, is well-earned. But the situation is definitely improving.
It’s not a deal-breaker, though. It’s important to try and figure out just how often EV buyers will actually use public chargers. If they can charge at home or work, then most folks will rarely need to rely on public chargers, save for road trips and the like.
However, if public chargers are the primary source for recharging, then it’s worth asking some tough questions on whether an EV is the right choice. Constant use of public charging is expensive and inconvenient. Buyers may be better off with something like a hybrid or a plug-in hybrid.
If your customer is interested in an EV, it may behoove you to take them on a test drive that involves a public fast-charge to show them how it works.
Mustang Mach-E Charger Finder
Photo by: Ford
Also important: show them how to find chargers. This function is often built into the cars themselves (though some are better at this than others.) But you should also show them how to find options in Google or Apple Maps, PlugShare, A Better Route Planner, or other apps.
Range
Many new EV buyers suffer from range anxiety—simply, the fear that they won’t be able to go as far as they want. Even if your customer doesn’t ask about range, it’s important to make sure they’re aware of the limitations here.
Ford Mustang Mach-E Range
Photo by: Patrick George
Here are some key points about range and range anxiety:
- The EPA-rated maximum range on the window sticker is an estimate, just like official fuel mileage ratings.
- That range can be significantly lower if the car is driven aggressively or at high speed.
- Cold weather also significantly impacts a car’s range, reducing it by as much as 50 percent, depending on the car. This is critical to buyers who experience proper winters.
- Cars will give the most accurate range estimates when drivers use their integrated navigation systems.
Again, it’s important to understand your customers’ driving habits. If they’re mostly making short, regular trips, then an EV makes a lot of sense. If, however, they’re a traveling salesperson hawking widgets up and down the East Coast, maybe they’d be better served by a hybrid.
But don’t let a customer talk themselves out of an EV because of that one summer road trip they make each year down to Myrtle Beach or out to Palm Springs. You can absolutely do a road trip in an EV.
In fact, finding chargers near interesting things can make for fun detours, even presenting opportunities to take a break and try new restaurants along the way.
Maintenance
This part of the discussion won’t be great news to service managers, but it will be music to buyers’ ears. EVs have far fewer mechanical parts, and in general are much cheaper to maintain. No engine means no oil to change or coolant to flush. Exhaust systems won’t rot away.
You won’t be chasing weird emissions problems to pass inspection. And because of regenerative braking, the brakes generally last much longer. However, because of their heavier weight and greater power, EVs often will wear tires out more quickly than a standard car.
EVs do have a service schedule just like any other new car, and it’s important to go over that with your customers. But, typically it’s simple things like tire rotations and washer fluid refills, tasks that are inexpensive at the service center or easily done at home.
Photo by: InsideEVs
Other Perks
EV owners often fall in love with their vehicles the more they drive them. Here are some common reasons why. The instant throttle response of an EV makes them feel incredibly quick. Driving an EV is flat-out addictive.
Once you drive one, you won’t want to go back.
2025 Chevy Blazer EV SS First Drive
Photo by: Chevrolet
EVs often come with advanced connectivity that enables things like remote preconditioning. In this way, you can always have a perfectly warm or cool car before you get to it, even if it’s parked in a garage miles away. They’re also generally quiet and calm while in use. A 2018 study even showed that they are less stressful to drive.
If customers are new to this stuff, stress the performance benefits.
Final Thoughts
Perhaps the most important part of selling EVs is realizing that, at least for now, they don’t yet meet every single person’s needs 100% of the time. If your customer rolls into the dealership in a Ford Super Duty and wants to tow their Airstream up to Acadia every weekend, a fully electric truck might not be the best option. And if someone doesn’t have access to a charger at home or work and if they cover a lot of miles, owning an EV might be more hassle than it’s worth.
Then again, they could be better-equipped to go electric than they think they are. And if you can show them the apps and ins-and-outs of charging, you may be able to turn someone into an electric owner for good.
It’s all about ensuring that your customers don’t have any unpleasant surprises when the sale is made or the deal is done. With the right knowledge and by asking the right questions, you’ll create a loyal customer who will come back to you when it’s time for another upgrade.
Tim Stevens is a veteran editor, analyst, and expert in the tech and automotive industries. He helmed CNET’s automotive coverage for nine years and acted as Vice President of Content. Prior to that, Tim served as Editor-in-Chief at Engadget and even led a previous life as an Enterprise Software Architect. Follow Tim on X at @tim_stevens and catch his Substack.