Electric vehicle startups Tesla, Lucid, Rivian and Polestar have touted desirable products and hassle-free direct selling business models at the dealership. But they may not connect with potential customers as well as traditional luxury brands, according to a recent study from consulting firm Pied Piper.
In the 25 brand ranking, Rivian comes in last place, with Polestar and Lucid right ahead. Tesla ranked 21st. The luxury brands that sell the majority of gasoline cars – Cadillac, Infiniti and Mercedes-Benz – take the top three spots.
Pied Piper Prospect Satisfaction Index Ranking in 2022
This is the first time in this annual study that analysts including Lucid, Polestar and Rivian, as well as Tesla, have all shied away from the standard franchised dealership model. While many car buyers find the dealership experience aggravating, research shows that these brands don’t offer a consistent sales process from one location to another (or, in the case of the dealership). Rivian, interacting by phone, as the company did not open any showrooms when the study was conducted).
Meanwhile, Tesla has been unable to keep up with its growing sales, analysts assert. It scored above average in previous studies, but no longer offers the full level of customer support, in person or online.
That’s bad news for Tesla, this happens more often seen as a competitor of luxury brands than mainstream brands based on price, customer demographics, and market share. Tesla price increase emphasizes only that the automaker competes mainly with premium brands.
2022 Lucid Air Grand Touring Performance
At the same time, electric car buyers have long been Turn the dealer experience around for EV — and as we have emphasized in the pastmany dealers don’t even want to sell electric cars.
That seems to be changing with long waiting lists for some EVs, pricing surcharges, and other instructions that dealers no longer lose money after any time it might take to sell them — and so this research can help show that, perhaps, they’re willing to pay some extra effort to answer inquiries. Question from electric car buyers.
Does this suggest there could be trouble as lesser-known brands with digitally-focused models run out of early adopters who already know about the vehicles?
