Mr. Franchise sells 50% new vehicles and 50% used vehicles. His OEM is pushing a new lineup of BEVs in 2025, and 30% of his new inventory is now fully battery electric! However, despite the fresh stock, EV sales remain sluggish compared to ICE vehicles, reaching well over 100 days supply.

Across town, Mrs. Independent EV Dealer has carved out a niche selling only used battery electric vehicles. With no OEM support, she relies on a deep understanding of the EV market and a customer-first approach. Her small dealership is thriving, with satisfied customers driving her reputation and sales! She turns her entire lot over in 30 days or less!

Where Mr. Franchise Dealer Struggles

Audience: Mr. Franchise’s CRM is packed with historically ICE buyers. Without proper segmentation, EV prospects get lost in generic messaging. EV shoppers need tailored communication that speaks to their unique concerns, like charging, incentives, and range anxiety.

Education: EV customers are asking complex questions about charging, range, and incentives, but the sales team doesn’t have the answers. Many don’t drive EVs themselves, making it harder to build trust and excitement.

Merchandising: Traditional websites weren’t built with EVs in mind. Shoppers can’t easily find critical details like range maps or savings calculators. Mr. Franchise’s EV listings look just like ICE ones—missing key EV info buyers need.

Content: There’s no dedicated EV section on the website or tools to guide curious shoppers. An "EV Hub" or "Shop Electric" section in the header could consolidate EV-specific content and make exploration easier.

Authority: EV buyers turn to Google for answers, but Mr. Franchise’s SEO strategy hasn’t caught up. Competitors rank higher for EV-focused searches like "best EVs near me" or "EV incentives." Even ChatGPT trends point to rising EV curiosity—Mr. Franchise isn’t capitalizing on it.

Mrs. Independent EV Dealer’s Winning Playbook

Price Sensitivity: Mrs. Independent knows her customers are comparing every EV to Tesla models. She ensures her pricing is competitive and transparent, highlighting value over hype.

Merchandising: With Lectrium's tools seamlessly plugged into her Dealer. com or Dealer Inspire website, Mrs. Independent showcases EV Range Maps and Savings Badges. Her listings answer the questions buyers care about, building trust and driving conversions.

Community Engagement: Mrs. Independent hosts EV test drive events and creates blogs that break down state and utility incentives. She positions her dealership as a helpful resource, not just a seller.

EV Audience Segmentation and Keyword Knowledge: Her digital marketing speaks directly to EV buyers, with optimized keywords and targeted campaigns that rank high in search results. She’s where buyers look first.

Trained Sales Staff: Her team knows how to handle common objections about range, charging, and affordability. Armed with battery health reports and knowledge of incentives, they turn skeptics into buyers.

What Mr. Franchise Dealer Can Learn

• Pricing and Digital Retailing: Compare EV affordability to Tesla or Rivian models by highlighting total cost of ownership and available incentives.
• Merchandising: Use the Lectrium EV Range Map and Savings + C02 Badges to showcase key EV details directly on vehicle listings.
• Hyper-Focused Expertise: Dedicate a team to EV specialization with ongoing training and industry insights.
• Community Engagement: Host EV test drives and share content on state and utility incentives to build trust and interest.
• EV Audience Segmentation: Target EV shoppers in your CRM with tailored campaigns and EV-specific messaging.
• Keyword Knowledge: Optimize SEO with EV-focused keywords to improve online visibility and attract leads.
• Trained Sales Staff: Equip your team with tools to address EV objections like range anxiety, charging, and incentives.
• Local Partnerships: Collaborate with EV charger installers or electricians to provide buyers with seamless charging solutions.
• OEM Programs: Take advantage of OEM EV bonus programs to increase margins and drive sales.
• Trusted Vendors: Partner with experts like Lectrium to fill in the gaps in your EV business unit.

Business impact of working with Lectrium for Mr. Franchise Dealer in 2025

Before: Mr. Franchise Dealer’s website looked just like it did for ICE vehicles. EV listings lacked tools to showcase key features like range, charging compatibility, or cost savings. Customers frequently left the site confused, resulting in low EV inquiries and test drives.

After: With Lectrium’s EV Range Map and Savings Badge integrated into his website, Mr. Franchise's EV shoppers could instantly see how far they could drive and how much they could save. Mr. Franchise also added a “Shop Electric” header with blogs explaining state incentives and utility rebates. Customers felt informed and confident, leading to a 40% increase in test drive bookings for electric inventory.

Bottom Line Impact: By converting these informed leads into buyers, and with an improved EV lineup from his OEM, Mr. Franchise Dealer sold 50% more EVs in 2025 compared to 2024. Buyers were excited to buy EVs from this knowledgeable and hospitable dealer, leading to healthy gross margins and raving reviews.

Do you represent Mr. Franchise Dealer and want to boost EV sales and marketing this year? Book a demo with my team! https://www.lectrium.com/book-a-demo

Or, meet us at NADA Booth #8317! https://www.lectrium.com/nada