It’s hard to ignore the fact that while EV tech has come a long way, buyer sentiment hasn’t quite kept pace with carsales research showing just 30% of Australians have considered buying an EV – down from 56% in mid-20221. But while some may see the drop off in sentiment as a warning-sign, at carsales we simply see it as consumers being open to influence. While the buying journey is complex, and options are a plenty. dealers are well positioned to guide buyers through the shift to electrified options.
Straight off the bat, it’s important to remember the electrification isn’t EV or bust. There are numerous different options in your showrooms and in your product portfolios that are well positioned to meet buyers where they are, most notably, Hybrid and PHEV options. After all, hybrids now make up 15.5% of new vehicles sold, while PHEVS enjoyed 380% year on year growth in March and continue to increase their market share2. Apply a longer lens to hybrids and by 2035, nearly as many buyers expect to be in a hybrid (22%) as a petrol vehicle (27%)3. This suggests that buyers are still open to greener choices but they’re taking a more measured step toward electric. Dealers who can confidently guide that conversation are more likely to build trust and convert.
Perceptions vs Progress
The reality is that the majority of the declining consumer sentiment is fuelled by misunderstanding. While affordability was a major factor early on, misconceptions around charging continue to loom large. Half of all respondents think there aren’t enough charging stations and worry about charging times. Yet only 15% know the details of where or how long it takes to charge4. That gap between perception and reality is something dealers are well-placed to close.
As a result, there’s a strong case for making EV education a more visible part of the sales journey, after all, buyers still want guidance from someone they trust with over two thirds of EV considerers say they’d prefer to buy through a dealer – rising to 81% among Gen Z5. Nearly half are open to either a new or used EV, showing there’s opportunity across your yard.
Of course, valid hesitations haven’t disappeared. Replacing the battery remains the biggest unknown, with 71% of potential buyers uncertain about the cost to replace6. Fire risk is also a concern, with 45% of all respondents saying they’re very or extremely worried – though this drops sharply to just 17% among those actively considering an EV7. Again, the more clarity dealers can provide, the more confident buyers are likely to feel.
A foot in the door
Looking at what moves the needle for buyers and incentives remain a powerful motivator – two thirds of EV considerers say a $3K government rebate would increase their likelihood to buy8. But more than a third of respondents aren’t even aware those incentives exist which presents a clear opportunity for dealers to step in and help buyers navigate what support might be available, especially in Victoria where awareness is particularly low. And for those who’ve already made the switch? They’re mostly sticking with it. 83% of EV owners say they’re likely to buy another EV, and 89% bought new9. What’s driving that loyalty isn’t just sustainability – it’s performance. Acceleration and torque are now the top reasons people buy electric. So, while EV uptake may not be moving as fast as we once expected, Earth Day is a good reminder that the shift is still happening. And it’s not just manufacturers or governments driving the change –it’s dealers who can help bridge the gap between curiosity and confidence.
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Source:
1 carsales EV W9 Survey, November 2024. Q: Have you ever considered purchasing an electric vehicle?
2 FCAI, VFACTS, March 2025
3 carsales EV W9 Survey, November 2024. Q: What type of vehicle are you likely to be driving in 2035?
4 carsales EV W9 Survey, November 2024. Q: What factors are preventing you from purchasing an electric vehicle?
5 carsales EV W9 Survey, November 2024. Q: How would you prefer to buy a new EV?
6 carsales EV W9 Survey, November 2024. Q: Hypothetically. if you were considering buying an electric vehicle in the future, what aspects of the cost would you be most uncertain about?
7 carsales EV W9 Survey, November 2024. Q: What is your level of concern, if any, about the risk of battery fires in electric vehicles?
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