• 43% of dealers say that retro styling creates interest in electric cars among customers
• However, 43% believe buyers want their electric car to look modern, says the new Startline Used Car Tracker

March’s Startline Used Car Tracker shows that 43% believe that reintroducing an older model creates interest in electric cars and 38% that familiarity helps buyers adapt to the idea of electrification.

However, another 43% say that while some buyers like retro, others want their electric car to look modern, reflecting the advanced technology.

Paul Burgess, CEO at Startline Motor Finance, said: “We’ve seen a series of retro-styled electric cars introduced in the last couple of years – most recently the Renault 5 but also the Fiat 500e and Volkswagen ID Buzz, with the Renault 4 to follow. There are even models like the Ford Capri that borrow the name and elements of the old look.

“Part of the intention of these is no doubt to make electric car buyers feel more comfortable by presenting the new technology in a familiar shape, and we have used our research to ask the people at the sharp of the sale – the dealer – whether this approach works.

“Our finding is that dealers are unsure of this strategy. Some believe that retro works while others think that buyers want their electric car to look modern, being part of the advanced nature of the design.

“The truth, of course, is probably that different approaches work for different buyers. Some buyers like the reassurance of a recognisable design but others want something that is more cutting edge. The good news is that the electric car market appears to offer choices that appeal to this wide range of tastes.”

Finally, 5% of the dealers questioned in the Startline Used Car Tracker said that retro styling had no real effect on an electric car sale.

Paul said: “While this is only a minority view in our research, it is worth noting. There are a whole series of issues to be considered when buying an electric car – range, battery warranty, charging speed, efficiency and more. While the styling is important in gaining a potential buyer’s attention, these practical points may be the deciding factors for many.”

The Startline Used Car Tracker is compiled monthly for Startline Motor Finance by APD Global Research, well-known in the motor industry for their business intelligence reporting and customer experience programs. This time, 302 consumers and 58 dealers were questioned.