From Knowledge to Advocacy: Empowering Dealer Teams in the EV Transition

As the automotive industry accelerates toward electrification, manufacturers across Europe are investing heavily in electric vehicle (EV) technology. Yet a critical gap remains, not in the vehicles themselves but in the people who represent them. While many dealer teams are being trained to talk about EVs, far fewer are becoming true advocates. And that distinction matters.

Reaching across the ‘chasm’ through EV Advocacy

A recent qualitative study by PHM, a specialist automotive consultancy, questioned franchised dealers across Europe and revealed a telling insight: 100% of the dealers interviewed acknowledged a lack of EV advocacy within their teams. While most had received some form of EV training, only 31% were actively encouraging their teams to become EV advocates. This signals a disconnect between knowledge and belief—between being able to explain an EV and being passionate about its potential.

This gap becomes even more significant when viewed through the lens of the Diffusion of Innovation model, a framework that explains how new technologies are adopted over time. It identifies five groups: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. The most challenging transition, known as “the chasm,” lies between Early Adopters, who embrace innovation, and the Early Majority, who are more cautious and require reassurance and proof before committing.

Today, new customers and dealer teams largely sit in this Early Majority group. They are not swayed by technical specifications alone; they need relatable, human-led conversations and visible proof that EVs are a smart, reliable choice. This is where advocacy becomes essential. When dealer staff genuinely believe in EVs and can share personal experiences, they help bridge that chasm and accelerate broader adoption.

Yet many dealer teams lack that experience. 45% of dealers reported that “few” or “no” staff choose to drive an EV, and just 20% of dealer teams actively keep up with EV innovations. Without first hand familiarity, it’s difficult for staff to speak with conviction or address customer concerns with confidence.

Moreover, the study found that EV customer journeys are rarely differentiated from ICE sales processes. This one-size-fits-all approach risks undermining the unique value proposition of EVs and fails to address the specific anxieties customers may have from charging infrastructure to total cost of ownership.

It’s essential to recognise that advocacy must start at the top. If head offices and national sales companies are not aligned in their belief in EVs, that scepticism can trickle down, creating strategic misalignment and resistance on the ground.

So, what can manufacturers do?

PHM helps bridge the gap between EV knowledge and true advocacy

The answer lies in moving beyond training to transformation. Advocacy is built through experience, motivation, and empowerment. Programmes that allow staff to live with EVs, share their stories, and see the technology in action can shift mindsets. Creating enthusiastic and informed advocates within dealer teams can influence broader adoption – both internally and with customers.

In short, EV confidence is not the same as EV advocacy. To truly lead in the electric era, manufacturers must invest not just in vehicles, but in people – empowering dealer teams to become passionate, informed champions of change.

PHM helps bridge the gap between EV knowledge and true advocacy. Through tailored learning, change management, and experience-driven programmes, we empower dealer teams to become confident, passionate ambassadors for electrification. If you're ready to turn understanding into belief—and belief into action—PHM is ready to support your journey.