POWERING THE ELECTRIC
MOVEMENT THROUGH CONSUMER EDUCATION
By Nicole Schantz VP of OEM & Strategic Partnerships , Trader Interactive
In recent years , the boating industry has seen a rise in the availability of electric models . To gain insight into how consumers feel about electric boats , Boatline conducted a survey to our engaged audience of marine enthusiasts . Overwhelmingly , consumers are curious about what an electric boating future looks like . As we are seeing across automotive and recreational vehicle realms , consumers at this point in time are eager to learn more about the potential benefits that electric boats can offer .
Addressing consumer opposition to electric boats
The marine industry poses the most obvious obstacle to electric adoption : traditionally water and electricity don ’ t mix ! Feedback overwhelmingly showed that boaters need more education around how electric boats operate . Boaters surveyed mentioned they were concerned by all-electric boats due to the potential for electrical issues , which are less common on gas-powered boats .
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While electric issues aren ’ t as common on gas boats , what every boater will understand is the maintenance and costs that come with a gas powered boat . Electric boats are more cost effective to maintain and upkeep and relaying that message to consumers is crucial in selling more electric boats .
Marine consumers also expressed concern about electric boat range , the same concern seen by automotive dealers . While most electric boats have ranges that are well over an average boater ' s daily mileage ; manufacturers are providing detailed information about the performance and range capabilities of their electric boats . Ensuring that electric boat listings include ranges will help to secure consumers who are considering electric .
Growing the electric market through education
While consumers surveyed expressed hesitation on purchasing an electric boat , we have seen increased time spent reading content on the Boatline Blog that talks about electric boating . Pointing to the fact that consumers are curious ! Electric-themed content on Boatline has captured our audiences ’ attention for 12.5 % longer than the average article .
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ELECTRIC-THEMED CONTENT ON BOATLINE HAS CAPTURED OUR AUDIENCES ' ATTENTION FOR 12.5 % LONGER THAN THE AVERAGE ARTICLE .
We ’ ve also noted that consumers stay on our site for 109 % longer than the average article when viewing content speaking to the benefits of EVs .
This curiosity can be addressed in your own dealership , by making sure you and your sales team are knowledgeable around the benefits of electric vehicles . The way to gain more consumer adoption is through education relative to all of the benefits and options available . In our survey , we found that most consumers are interested in power and charging , with one user responding , “ knowing what type of back-up generator options were available would make me more open to an electric boat .”
If you are planning to sell electric units in your dealership , it ' s essential to incorporate education into your strategy . By becoming a go-to source for information on electric units , you can build trust among your customers .
If you ’ re a dealer who sells , or plans to sell , electric boats , it ’ s important to educate your consumers of the benefits and the options available . Keep the above survey results in mind when having conversations with your buyers , so your dealership can support the growing interest in electric over the next few years . For more insights and ways to engage electric boat buyers , reach out to us at Boatline to electrify your digital marketing strategies .
18 august 2023 www . boatingindustry . com