• 53% of dealers say electric vehicles (EVs) are much easier to sell when they are priced the same as petrol cars
• A third (32%) say selling EVs has become generally easier in 2024
• However, a third (35%) also say that some customers remain very resistant to EVs, May’s new Startline Used Car Tracker shows

May’s new Startline Used Car Tracker also shows that a third (32%) think that EVs have become generally easier to sell in 2024.

Paul Burgess, CEO at Startline Motor Finance, said: “The large reductions in prices and values seen for EVs in the last year or so have received a lot of attention, and mean we are now in a situation where many comparable used EVs and petrol models are priced at around the same level.

“What dealers are telling us in the reseach is that once this kind of price equivalence is reached, EVs are much easier to sell. The message appears to be pretty straightforward – there is a strong market for used EVs when they reach parity with ICE.”

A third of dealers (32%) also say there are now more family-friendly EVs available that are easier to retail but 25% believe there is still an excess of big, expensive models in the used car market.

Paul said: “It’s been a problem that many of the EVs that were initially brought to market were pricey, luxury models for which there has been limited used demand. That’s starting to change and dealers seem to recognise that there is now more everyday stock around that will serve the needs of a wider range of buyers.”

Finally, 35% of dealers in the Startline Used Car Tracker say that some customers remain very resistant to EVs, and 10% that press coverage about supposed EV issues such as vehicle fires don’t help sales.

Paul said: “Interestingly, we’ve also carried out some research this month on whether negative, often inaccurate press stories about EVs is cutting through to consumers and the answer appears to be yes. This is probably having at least some effect on demand.”

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, 303 consumers and 60 dealers were questioned.