According to the Promotor managing director, the situation on the used car market and currently especially on the market for used electric vehicles requires constant monitoring and strategic adjustments. Although the sale of young BEVs with first registration in 2021, 2022 and 2023 is relatively straightforward, the situation is different for older electric vehicles with a short range and older charging technology and thus long downtimes (see Fig. 2). To ensure greater success with used BEVs, Promotor gives the industry the following recommendations for action:

• target group focus: When addressing potential buyers, it is advisable to target younger customers, such as GenZ. This target group shows a higher affinity for e-technology and is generally more open to new mobility concepts.
• training of sales staff: Used car salespeople should be specifically prepared to sell electric vehicles. However, they must always live the electric theme authentically and fully support it in order to be able to convince their customers. Working together to develop strong sales arguments and comprehensive training are also crucial to gaining the trust of customers.
• Test drives as a sales argument: With accompanied test drives, the dealer increases its clout in the BEV business, because this allows the customer to learn about the advantages of used electric cars and gain confidence in the new technology. In addition, potential customers can reduce any reservations they may have about electric cars.
• return planning: Clear planning of when vehicles will be returned from leasing contracts or financing is essential. This ensures that the stock of electric vehicles can be marketed optimally. This is a management task.
• Central Marketing Offices: If the dealer has several locations, it makes sense to offer electric vehicles together in “competence centers.” This makes it easier for customers to access a wide selection and creates trust in the provider’s expertise.
• Maintaining the value of used electric vehicles through multiple use in the car dealership: Options include short-term rental, long-term rental - also as subscription models - as well as workshop and accident replacement vehicles for secondary use for a further six to a maximum of 24 months. This generates additional revenue in the form of daily or monthly installments. The used BEVs can be offered again for third-party use for a further 12 to 36 months as part of GW subscriptions and financing programs. In addition, in the spirit of the circular model, cars can be offered for sale and/or additional vehicles can be taken in.
• Climate change as a sales argument: Climate change is an issue that is influencing more and more customers in their purchasing decisions. The issue therefore provides strong sales arguments for mobility that should be used. E-vehicles offer a future-oriented solution that not only reduces the individual carbon footprint, but is also becoming increasingly important for society.