Driftrock Intelligence: EV Purchase Time Drops 49 Days
The road to EV adoption has been filled with challenges—concerns over cost, charging infrastructure, battery life, and range have kept many consumers on the fence.
However, the latest data suggests we are hitting a turning point. According to SMMT, plug-in hybrids (PHEVs) and hybrid electric vehicles (HEVs) are gaining traction, recording volume growth and increasing their market shares, now holding 9.0% and 13.2% of the market, respectively. Furthermore, battery electric vehicles (BEVs) have surged 41.6% year-on-year, capturing 21.3% of all new car sales.
But the real story isn't just about rising sales—it's about how quickly consumers are making the leap. New Driftrock Intelligence shows that the average EV purchase time from enquiry to sale has dropped dramatically, signalling a shift in buyer confidence.
At the same time, the way people buy cars is evolving. Online car buying is on the rise, and brand loyalty is being tested like never before. According to McKinsey, more than 50% of car buyers say they'd consider switching brands when moving to electric, jumping to 70% for BEV buyers.
So, what does this mean for automotive marketers? Let's dive in.
The Shrinking Purchase Window: Consumers Are Deciding Faster
For years, buying an EV was a slow, research-heavy decision. Consumers weighed up range, infrastructure, and cost before making the switch. But in 2025, that hesitation is fading fast.
Driftrock data reveals the average EV purchase time from EV enquiry to sale has dropped by a staggering 49 days in 2024. That's not just a small shift—it's a fundamental change in how quickly consumers are willing to commit.
Why the sudden acceleration? A few key factors are at play:
- More educated consumers – With more real-world EV experience, buyers are less reliant on lengthy research phases.
- Myth-busting in action – Concerns around range, charging, and cost are fading as the market matures.
- More choice, better technology – A growing lineup of BEVs with longer ranges, faster charging, and improved affordability is making the switch easier.
Driftrock data also indicates that BEV, PHEV, and hybrid leads have higher conversion rates compared to ICE vehicle leads. The conversion rates for BEV and PHEV are 28% higher than those for ICE, and hybrid leads convert 35% more than ICE.
Simply put, EVs are no longer just an alternative—they're becoming the popular choice.
And with purchase timelines shrinking, brands need to rethink how they engage consumers before they make up their minds.
Implications for Automotive Brands: Adapting to a Faster EV Market
With consumers moving from enquiry to decision faster than ever, traditional, long-winded nurturing strategies may prove to be less effective. Brands that engage potential EV buyers earlier and more precisely will capture their attention at the right moment, resulting in better outcomes.
Driftrock data shows that the average EV enquiry-to-purchase time has dropped by 49 days, meaning quicker conversions should now be the expectation, not the exception.
For automotive marketers, this presents both an opportunity and a challenge: how can you ensure your brand is part of the consumer's decision-making journey before they've already made up their mind?
Here's how automotive brands can maximise this shift:
1. Capture buyers at the Point of Intent
EV shoppers are proactive. They research, compare, and seek expert advice before making a purchase. Many turn to third-party premium publishers for unbiased reviews on key factors like range, charging speed, and performance. This is where brands must show up.
By partnering with publishers and marketplaces, automotive brands can reach, educate, and convert high-intent EV buyers. This strategy works—through partnerships with Driftrock's premium publishers, automotive brands increased EV leads by 210% year-on-year.
With Driftrock's performance-driven approach, every publisher is held accountable for results. Automotive brands gain model-level insights, allowing them to optimise affiliate investment and prioritise high-performing channels.
The takeaway? Be present where consumers are actively seeking information—or risk losing them to competitors who are.
2. Craft clear and compelling messaging
If consumers are making decisions faster, marketing needs to move at the same speed.
Campaign messaging should:
- Encourage immediate action through clear incentives, limited-time offers, or exclusive test-drive opportunities.
- Address real consumer concerns—buyers still have questions, and the brands that provide answers will earn trust. Educate consumers on points of concern such as; are there enough charging stations, how do I charge at home, can I charge in the rain, are EVs more expensive, etc. Addressing misconceptions proactively will help decrease barriers to purchase.
- Go beyond sustainability messaging—while climate impact is important, mass-market buyers care about other benefits too. To resonate with a wider audience, highlight features that impact everyday life, such as:
- Remote climate control – Pre-heat or cool the car before getting in.
- Faster acceleration & smoother rides – Instant torque means a fun, effortless drive.
- Dog-friendly features – Many EVs offer pet-friendly cabin settings and storage solutions.
- Lower cost of ownership – EVs require less maintenance and benefit from cheaper running costs.
The brands that educate rather than just sell will win consumer trust—and, ultimately, market share.
3. Use Automation to capture and convert faster
With shorter purchase cycles, speed is everything—and that includes lead response times. Marketers can't afford to let high-intent buyers slip through the cracks.
Using Driftrock's automation tools, brands can:
- Sync custom audience lists automatically for better retargeting and build high-converting lookalike audiences to find more in-market buyers.
- Deliver faster, personalised follow-ups to keep leads engaged before they move on.
- Use advanced end to end reporting to optimise campaigns and ad spend in real time.
Automation can increase campaign efficiency and ensure every valid lead is nurtured in real-time, boosting conversion rates.
4. Create a seamless customer experience
Today's EV buyers arrive at dealerships or online platforms already well-informed and ready to purchase. They expect a smooth, hassle-free experience—whether they're buying online or in person.
To keep up, automotive brands must focus on:
- Seamless online-to-offline integration – Make it easy for customers to transition from digital research to test drives and purchases.
- Transparent pricing & availability – EV buyers value clarity over complexity. Avoid hidden fees or inconsistent pricing.
- Fast, frictionless transactions – From finance applications to order tracking, a digital-first approach reduces buying friction.
A well-executed digital experience isn't just a nice-to-have—it's a competitive advantage.
5. Measure for success
As Peter Drucker famously said, "If you can't measure it, you can't manage it." Automotive marketers must understand their strategy's impact by analysing:
- Campaign Performance: Leads, conversions, and sales.
- Channel Effectiveness: Comparing channel performance to identify top and bottom performers.
- Lead Quality: Tracking leads through to test drives and purchases to identify quality issues.
- Location-Based Insights: Identifying high-performing and underperforming regions to optimize budget allocation.
- Impact on Bottom Line: Understanding how efforts translate to actual sales.
Without this data, you’re flying blind. Driftrock provides pre-built reports that offer actionable automotive insights without requiring technical expertise. Contact us to learn more.
Conclusion: The EV adoption is reaching new heights
Consumers are making EV purchase decisions faster than ever, with this trend set to continue to rise. With enquiry-to-purchase times dropping by 49 days and BEVs outselling petrol cars, it's clear: EVs are no longer just a future trend—they're the present and future reality.
For brands, this means adapting to shorter sales cycles, intent-driven marketing, and a seamless customer experience. The brands that meet buyers with the right message, at the right moment, will win.
The EV revolution isn't coming—it's here. The only question is: what is your brand doing to keep up?
