The third edition of the NFDA Electric Vehicle Dealer Attitude Survey (EV DAS) showed a degree of ‘dealer optimism’ in the electric vehicle sector.

The EV DAS was launched in 2018 to monitor retailers’ satisfaction levels with their manufacturers’ approach to the electric vehicle sector.

NFDA carries out the survey twice a year and asks retailers about their views on business aspects which play an important role in the electric vehicle sector. These include current and future product offering, supply availability, bonus and rebates, profit return, return on investment, finance, and incentives. The survey was conducted in July 2019 and responses were scored from 1 (extremely dissatisfied) to 10 (extremely satisfied).

Not all manufacturers have entered the EV market yet, therefore, NFDA has included in the survey only respondents from franchisees who currently have at least one new plug-in hybrid or pure electric vehicle available to the consumer. It is important to note that the manufacturers featured in this report are the market leaders in the electric vehicle sector.

Average scores

The overall average score was 6.30 out of 10. Toyota maintained the lead in all manufacturer-related areas of the survey and had the highest average score, with 9.20 points out of 10.

Kia and Volvo followed with 7.63 and 6.80 points respectively. Mitsubishi, Mini, Hyundai, Mercedes, Audi and Jaguar had scores above 6.0 indicating a degree of dealer satisfaction.

Of the manufacturer previously included in the survey, Mitsubishi and Volkswagen saw marginal improvements in score, while Mercedes had the biggest losses with the average score going down to 6.12 from 7.5.

Respondents were confident that a large number of customers currently owning an EV (plug-in hybrid or pure electric) would replace their current vehicle with another plug-in hybrid or pure electric. However, a number of retailers continued to be concerned with their return on investment in equipment and training, bonus and rebates, and manufacturer training and material supporting them to effectively sell EVs

Overall, retailers gave high scores in key areas such as product range, supply and consumer appetite. However, it is important that the issues highlighted by the survey are addressed and all retailers are enabled to meet the fast-growing consumer demand as soon as possible

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