- News
Rising ZEV Targets are Increasing Pressure on the Retail Journey
As the EV transition continues to be driven by ZEV targets and facilitated by automotive brands offering more choice and visibility in showrooms, the customer journey is still evolving and this presents a challenge for retailers.
An AM Online article, 2026: the year retail reality collides with rising ZEV targets, highlighted a growing gap between supply and confidence around EV sales. As a result, the role retailers play is more important than ever in helping customers move through that gap.
Why the Retail Challenge Is Growing
EV and hybrid vehicles are becoming more prominent in showrooms, but customer readiness still varies. Some customers arrive well informed, while others need more guidance around charging, cost and how an EV fits into their day-to-day use.
That makes the quality of the interaction more important, especially when customers are trying to understand whether an EV is right for them.
What this means for you
- EV enquiries require a more structured response
- Guiding customer confidence has a strong influence on conversion
- Early-stage conversations shape whether customers progress
- Clear explanation of value and usage improves outcomes
Where Opportunities Are Being Lost
Interest in EVs is there, but it does not always translate into action. Often the first conversation sets the direction. If that initial interaction lacks clarity or confidence from the retailer, customers quickly lose momentum and move on.
What Stronger EV Handling Looks Like
Stronger performance comes from creating space for better conversations. That includes understanding how the customer plans to use the vehicle, explaining ownership clearly and helping them feel more confident about the decision they are making.
Why This Matters Now
As ZEV expectations increase, the retail experience becomes a pivotal driver of the end result. Those dealerships that build customer confidence in EV early, handle enquiries consistently and support customers through the process are far more likely to convert interest into committed decisions.
So, as EV sales continue to evolve, do your teams have the confidence, structure and clarity needed to help customers move from initial interest to a committed decision?