Keyloop has urged car retailers to use conversational artificial intelligence tools to support electric vehicle sales as the UK government reviews the zero-emission vehicle mandate.
The automotive retail software company said electric vehicles account for a disproportionate share of the questions handled by AIME, its conversational AI tool used on dealer websites in the UK. While battery electric vehicles made up about 5.5% of all used car sales in the second quarter, they generated 23.6% of powertrain-related queries submitted through the system, according to figures cited by the business.
Keyloop argues that the gap points to a confidence problem among buyers rather than a purely financial one. Customers appear more willing to ask basic or highly specific questions about electric vehicles through an automated chat tool than in direct conversations with sales staff.
"Crucially, we think the primary barrier to greater EV uptake is confidence, not cost," said Adrian Nash, chief product officer at Keyloop.
"We've seen how AIME is tackling EV-related questions that are simply not being aired during human-to-human interactions. It's a sign that consumers are hesitant about asking 'silly' questions about EVs face-to-face, and how this can be an insurmountable barrier to progressing with an enquiry," Nash added.
The intervention adds to a wider debate over the UK's electric vehicle sales targets. Parts of the motor trade have argued that consumer demand is not rising quickly enough to match mandated sales levels. Some in the sector have pressed for looser targets or stronger incentives, including changes to the Electric Car Grant.
Keyloop takes a different view, arguing that the current framework could still deliver much of the intended shift if retailers make better use of tools that explain ownership costs, charging and vehicle suitability during the buying process.
AIME is used around the clock and draws on information linked to a dealer's available stock. Queries handled by the system include charging times, running costs, specifications, features, finance options and part-exchange valuations.
Dealer pressure
Keyloop also pointed to the workload facing dealership staff as more electric models and brands enter the market. Retail teams are now expected to answer a broader range of questions that go beyond vehicle specification and finance, especially around charging arrangements and longer-term ownership costs.
In comments cited by Keyloop from its Drivetime podcast, Peter McDonald of charging company Ohme said showroom staff cannot be expected to master every aspect of electric vehicle ownership.
"I don't think we live in a world where we want the sales executives to have intimate knowledge of that topic. It's already hard enough knowing the spec of the car and managing the finance, etc.," said McDonald.
McDonald also highlighted the role of savings comparisons in persuading buyers to switch from petrol vehicles.
"Sales executives need to be ready to explain to the consumer potential savings they could make versus a petrol car. If they can explain the potential savings, that will give the consumer a major reason to take an EV," he said.
Keyloop said its wider online retail tools include a cost-of-ownership calculator that allows customers to compare a specific vehicle with their current car before making an enquiry. The aim is to answer questions earlier in the purchase journey, when uncertainty can stop a buyer taking the next step.
Consumer questions
Keyloop's position reflects a broader issue in the electric vehicle market: many obstacles to adoption are tied as much to understanding as to price. Buyers often want practical answers on home charging, real-world costs and day-to-day use, but those topics may not always surface in showroom discussions.
For software providers serving the motor retail sector, that creates an opportunity to place AI-based customer service tools more centrally in dealership sales processes. Retailers that use such systems to support both customers and staff will be better placed as the market moves further towards electrification, Keyloop argued.
"The expectations on retailers during the purchase journey is growing rapidly with the shift to electrification, and with new brands and models cropping up all the time it's hard for dealers to keep up. EV customers require greater breadth and depth of information; related to the ownership proposition as much as the product. Retailers who can use conversational AI tools to support customers and their staff will be best placed to capture new opportunities and lead the next phase of EV adoption," Nash said.