Dismissive and deceptive car dealerships create barriers to electric vehicle adoption at the point of sale
Dismissive and deceptive car dealerships create barriers to electric vehicle adoption at the point of sale
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DOI：
10.1038/s41560-018-0152-x
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发表时间：
2018-06-01
期刊：
影响因子：
56.7
通讯作者：
Sovacool, Benjamin K.
中科院分区：
文献类型：
--
作者：
de Rubens, Gerardo Zarazua;Noel, Lance;Sovacool, Benjamin K.
由于大多数消费者没有电动汽车（EV）的预先存在的知识，目前的市场条件有利于汽油和柴油汽车，汽车经销商的经验可能会强烈影响电动汽车的购买决策。在这里，我们表明，汽车经销商在销售点构成了一个重大障碍，由于认为缺乏商业案例的可行性，有关汽油和柴油车辆。在丹麦、芬兰、冰岛、挪威和瑞典的82家汽车经销商的126次购物体验中，我们发现经销商对电动汽车不屑一顾，在车辆规格方面误导消费者，在销售对话中忽略了电动汽车，并强烈引导客户选择汽油和柴油汽车。经销商的技术导向、销售意愿和展示的电动汽车知识是可能的购买意愿的主要贡献者。这些研究结果与专家访谈相结合表明，政府和行业信号影响销售策略和购买趋势。为了加速电动汽车的采用，需要制定政策和商业战略，解决销售环节的障碍。
As most consumers do not have pre-existing knowledge of electric vehicles (EVs), and current market conditions favour petrol and diesel vehicles, car dealership experiences may strongly influence EV purchasing decisions. Here, we show that car dealerships pose a significant barrier at the point of sale due to a perceived lack of business case viability in relation to petrol and diesel vehicles. In 126 shopping experiences at 82 car dealerships across Denmark, Finland, Iceland, Norway and Sweden, we find that dealers were dismissive of EVs, misinformed shoppers on vehicle specifications, omitted EVs from the sales conversation and strongly oriented customers towards petrol and diesel vehicle options. Dealers' technological orientation, willingness to sell and displayed knowledge of EVs were the main contributors to likely purchase intentions. These findings combined with expert interviews suggest that government and industry signalling affect sales strategies and purchasing trends. Policy and business strategies that address barriers at the point of sale are needed to accelerate EV adoption.