Dealers who want to sell more battery-electric vehicles may want to focus on usability instead of design when they talk to shoppers about apps.
J.D. Power’s 2023 U.S. OEM EV App Report shows that apps are increasingly crucial to BEV owners, as the data show 66% use them to get charging status or range information. But just because BEV drivers frequently use their apps doesn’t mean they like them.
“Even though EV app usage has increased over time, the app features EV owners say are most important to them are among those that have the lowest satisfaction,” says Jason Norton, senior manager of global automotive consulting at J.D. Power, “Manufacturers need to focus on improving the performance of the areas that matter most to EV owners in order to maximize their impact and elevate the user experience.”
For now, though, dealers have an opportunity to make the current apps in BEVs easier to understand and use. Teaching shoppers how the apps work will likely bump up dealer satisfaction scores and increase sales until those hoped-for app improvements are released.
Here are some key findings from J.D. Power and how dealers can put them to use on the sales floor:
Focus app conversations with shoppers on what’s important. Speed and ease of navigation are the two most important app usage elements for EV owners, yet these are among the lowest-scoring areas overall. Conversely, an app’s visual appeal is least important to BEV owners yet ranks near the top in satisfaction. So, dealers may want to focus less on design and more on user-friendly engagement. In other words, show shoppers how the apps work and ensure they can try them, too.
Don’t forget smartphone connectivity. Sure, manufacturers’ apps are essential, but more than half (59%) of Tesla owners say the availability of the smartphone app had at least a moderate effect on their decision to purchase, compared with 35% of non-Tesla EV owners. J.D. Power also notes 21% of Tesla owners say it had a significant effect vs. just 7% of non-Tesla EV owners. Tesla is still the BEV leader, so it’s wise to make sure that buyers of other brands understand the smartphone apps in the models they consider.
Charge ahead. More than two-thirds (68%) of BEV owners say they use their app at least every other drive to monitor the charging process and view their available range, which aligns with 2022 results. While owners predominantly charge their vehicles at home, 85% say they still desire the ability to find charging stations they may need while away from home. That’s a great opportunity for dealers to offer guidance and information that can boost sales and satisfaction scores.
Again, this is where Tesla leads the pack. More than eight in 10 (85%) EV owners say they received some assistance, and 90% of premium brand owners (excluding Tesla) say they received dealership support. So, it’s wise for salespeople to show-and-tell app functionality. J.D. Power notes 25% of BEV owners say they never use their vehicles’ apps, because they don’t know how they work.
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