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Retailers optimistic about future EV product range - NFDA EV Dealer Attitude Survey

NFDA 20/05/2020

  • A total of 17 manufacturers featured in the latest NFDA EV Dealer Attitude Survey
  • High dealers’ satisfaction levels with manufacturers proposed plug-in and electric vehicles product range for the next two years, with the highest average score at 7.30
  • Concerns with return on investment in equipment and training for electric and plug-in vehicles, bonus and rebates, and margin on sales of used EVs

The latest edition of the NFDA EV Dealer Attitude Survey revealed key insights into retailers’ views about electric vehicles. The survey was launched in May 2018 to monitor retailers’ satisfaction levels with manufacturers’ approach to the EV sector.

NFDA carries out the survey twice a year and asks retailers their opinions on aspects playing a vital role in the EV business environment. These include current and future product offering, supply availability, bonus and rebates, profit return, return on investment, finance, and incentives.

This was the fourth edition of the survey and saw the highest number of featured manufacturers, 17.

Highest and lowest scores

The question ‘how satisfied are you with your manufacturer’s proposed plug-in and electric vehicles product range and the segments they will cover for the next two years?’ received the highest average response score, 7.30 out of 10.

Dealers were least satisfied with ‘return on investment in equipment and training for EVs and PHEVs’ (5.38), ‘bonus and rebates’ (5.57), ‘total sales margin on used EVs and PHEVs’ (5.59) and ‘supply’ (5.62).


Average dealers’ satisfaction levels with the availability of EVs and PHEVs supply saw a number of notable movements compared to six months ago. While ratings rose for Peugeot and Nissan, the majority of manufactures previously featured in the survey experienced declines. Volvo and Renault saw the largest decreases in score. Toyota topped this question with 8.56 out of 10.

Average score

The overall average score across all questions of the survey was 6.02 out of 10. Toyota had the highest average, 8.60 out of 10. Kia and Nissan followed with 8.44 and 7.68 points respectively. Five manufacturers had average scores below 5.0: Seat, Skoda, Vauxhall, Renault and Ford.

Sue Robinson, NFDA Director, commented, “It is encouraging to see that a large proportion of retailers are optimistic about their manufacturers’ proposed EV product range. This will help retailers meet the growing consumer demand in the short and medium term.

“Although it still represents a relatively small proportion of the UK car parc, the EV segment is growing rapidly. It is important that retailers and manufacturers work closely together to address concerns that may undermine the development of the sector, particularly, around return on investment, bonuses and supply constraints. 

“NFDA will continue to cooperate with franchised dealers and industry stakeholders to drive forward the development of the electric vehicle market”.


The NFDA Dealer Attitude Survey was conducted in January 2020 and responses were scored from 1 (extremely dissatisfied) to 10 (extremely satisfied).

NFDA has included in the survey only respondents from dealer networks representing brands who currently have at least one new plug-in hybrid electric vehicle (PHEV) or battery electric vehicle (BEV) available to the consumer. As a result, the manufacturers featured in this report are the market leaders in the EV sector.

Report can be viewed here.

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About the RMI

The Retail Motor Industry represents the interests of operators in England, Wales, Northern Ireland and the Isle of Man providing sales and services to motorists and businesses. The RMI has a formal association with the independent Scottish Motor Trade Association which represents the retail motor industry in Scotland.