Dreams of boosting your dealership’s reputation and even adding a new revenue stream can become reality with the installation of commercial EV charging stations. Electric vehicles (EVs) are ushering in a transportation transformation. The latest BloombergNEF Long-Term Electric Vehicle Outlook projects a surge in passenger EV sales, expected to surpass 30 million units by 2027 and more than double to 73 million annually by 2040.
Technological advancements and decreasing battery prices are augmenting sales as policy-driven growth starts to shift to consumer-led demand. These consumer-facing interactions begin at car dealerships, which face both challenges and opportunities to serve the needs of EV customers.
Dealerships are finding that EV charging stations are not simply a nice amenity but an essential component of business strategy, customer service and future-proof operations. Consider your options and take the time to think strategically about how you implement your EV charging solution at your dealership location.
Increase your dealership’s traffic and appeal
By investing in charging infrastructure, dealerships do more than add a new feature to their lots—they signal their commitment to innovation, customer service, and environmental stewardship. As the automotive landscape continues to evolve, EV chargers will likely become as standard as the traditional gasoline pump, marking equipped dealerships as modern establishments ready to meet the needs of the next generation of car buyers.
EV Sales Fact:
One survey of California car dealerships garnered responses indicating that customers have more questions about where and how to keep an EV charged than they do about the cars themselves.
Give prospective clients one less roadblock to EV adoption with post-sale, on-site charging capabilities.
The question for dealerships is no longer if they should install EV chargers, but when, how many and what type? Those who charge ahead in this electric revolution will find themselves not just keeping pace with change but leading the charge into a cleaner, more sustainable automotive future.
Satisfying new and existing customers
The primary function of any car dealership is to serve its customers. When it comes to EVs, this service extends beyond just selling cars. Range is one of the major barriers to greater consumer adoption of electric vehicles, in addition to uncertainty about available charging infrastructure for longer journeys.
These are some ways to boost customer service related to EVs to answer spoken and sometimes unspoken questions:
- Test drives: Potential buyers need to experience EVs firsthand. Dealerships with on-site chargers can keep demo vehicles fully charged and ready for test drives to eliminate any possibility that might discourage a potential sale.
- Customer education: Many consumers are still unfamiliar with EV charging. Dealerships with chargers can offer hands-on tutorials, helping customers understand the charging process to help promote acceptance of EV ownership.
- Convenience for EV owners: Existing customers with EVs appreciate the ability to top up their charge while visiting the dealership for other services. This added convenience can foster loyalty and repeat business.
- Emergency charging: Dealerships can become known as reliable pit stops for EV owners in need of a quick charge, potentially turning these emergency visits into sales opportunities. Also, when customers or potential customers know there is charging available at your or other dealerships, this can help alleviate range anxiety and sway their opinion closer to a purchase.
- Servicing vehicles: When an EV comes in for maintenance or repairs, a fully charged vehicle helps technicians perform diagnostics and test drives efficiently. Some maintenance tasks, such as battery conditioning or software updates, require a charged vehicle. Further, returning a vehicle fully charged to the customer is an excellent way to enhance the customer service experience.
Where to install EV chargers and which type of EV charger is best for dealerships
When installing EV chargers at a car dealership, optimal locations might include:
- Near the main entrance for high visibility
- Within the service area for vehicle maintenance
- Adjacent to the service area for customer convenience during maintenance visits
- In proximity to the EV display area to facilitate test drives
Placement near electrical infrastructure can reduce installation costs. Dealerships should ensure installments intended for public use supply accessibility for all customers, including those with disabilities. Traffic flow is another critical consideration. And finally, dealerships should plan for future expansion.
The best EV chargers for dealerships
Choosing the best EV charger for a dealership can depend on many factors – the intended use, desired level of investment, dealership size and more.
- Level 2 (L2) chargers are more cost-effective and easier to install, making them suitable for locations where vehicles are parked for extended periods. However, they are slower to charge. L2 EV chargers are ideal for topping up customer vehicles during service appointments or for charging inventory. L2 chargers also put less strain on the electrical grid and are considered universally compatible with all EV models.
- Level 3 or DC fast chargers, while more expensive to install and operate, offer rapid charging speeds that can significantly enhance the customer experience. They’re particularly beneficial for dealerships with high customer turnover or those looking to attract EV owners searching for a quick charge. DC fast charger installation may necessitate upgrades to the dealership’s electrical infrastructure. However, a DC fast charger can help future-proof dealership charging capabilities as battery technologies advance. Hint: Look for a modular EV charger that can grow as EV charging capabilities and range grows.
A dealership that intends to offer charging after hours, either to current customers or to generate outside revenue, should lean toward installing DC fast chargers on the lot. This style charger is easier to outfit with a touchscreen for brand messaging and payment options, that can accommodate credit cards or customer loyalty cards. Most dealerships consider a combination of Level 2 and Level 3 EV chargers.
Considerations for planning dealership EV chargers
While the benefits are clear, dealerships should be aware of the challenges in implementing EV charging:
- Initial investment: The upfront cost of installing charging infrastructure can be significant, requiring careful financial planning.
- Space requirements: Dealerships must allocate space for charging stations, which may require reconfiguring existing lots.
- Electrical capacity: Some dealerships may need to upgrade their electrical systems to support multiple high-power chargers.
- Maintenance and updates: Like any technology, EV chargers require ongoing maintenance and occasional updates to remain compatible with new EV models. Be sure to partner with a supplier that offers upgrades and service packages to assist in this process.
Charging ahead with purpose
The importance of EV chargers at car dealerships cannot be overstated. EV chargers are essential tools for servicing new and existing customers, maintaining vehicles efficiently, and preparing for the inevitable transition from internal combustion engines (ICE) to EVs. Dealerships that embrace this technology now will be well-positioned to thrive in the electric future of automotive retail.
Ready to get started? Contact BTC POWER, the country’s largest commercial EV manufacturer, to get started on choosing the right charger for your application, finding possible funding options, and more.