Critical Evaluations Threaten Dealer Benefits
In the ever-evolving automotive industry, electric vehicles (EVs) are becoming increasingly popular. However, a new report by reputation management firm Widewail reveals that the sales experience for EV customers is significantly more negative compared to those of vehicles with internal-combustion engines.
According to Matt Murray, the founder and CEO of Widewail, who works with about 5,000 dealer groups, this negative sentiment is largely due to the knowledge gap among salespeople. With fewer than one out of five cars being EVs, it's no surprise that salespeople may struggle with battery-electric-vehicle knowledge. This struggle is reflected in the 76% more negativity expressed by EV customers about the salesperson's knowledge, compared to customers of vehicles with internal-combustion engines.
However, it's not all doom and gloom. EV customers showed 35% less negativity around the price of the vehicle and 15% more positivity regarding deals, with the $7,500 tax credit being considered a deal by customers. The platform developed by Widewail helps drive and answer reviews, reports on performance, and customizes responses to both good and negative reviews.
The average score of a dealer in the U.S. is about 4.6 out of 5 stars on Google. Automatically asking all customers for a review can increase positive scores. Widewail's platform connects to a dealership's DMS and sends a text to customers seeking feedback after a closed sale.
Car dealerships face operational challenges during the summer, leading to an increase in negative customer reviews. The extra work during this period can negatively impact a dealership's staff, resulting in lower customer review scores.
Negative reviews are driven by communications, staff, car maintenance, wait times, and management. On the other hand, positive reviews are driven by staff, helpfulness, friendliness, knowledge, and professionalism. The hiring strategy for dealerships would focus on the great facilitator, product genius, and employees who provide a seamless experience.
Tariffs are mentioned in some customer reviews, but they are not a common topic of discussion, with only 900 mentions out of 2.7 million Google reviews in the first half of 2025. With negative reviews, Widewail creates a potential response, which is then reviewed by the dealership.
The theory for the negative EV sales experience is that the amount of information a salesperson needs to understand about powertrains is enormous. Matt Murray supports a dealer group of about 75 stores in his company Widewail, and he believes that addressing this knowledge gap is crucial for improving the sales experience for EV customers.
As the demand for EVs continues to grow, it's essential for dealerships to invest in training and resources to ensure their salespeople are well-equipped to meet the needs of EV customers. This will not only improve the sales experience but also contribute to the overall growth and success of the dealership.
