Electric Vehicles (EVs) are slowly becoming part of daily life in India. But while EV adoption is growing, the retail and service ecosystem around them still follows old patterns built for petrol and diesel vehicles.
The truth is, selling and servicing an EV isn’t the same as an ICE (Internal Combustion Engine) vehicle. There are new expectations, different cost structures, and a big shift in how dealerships must operate.
To understand these changes from someone with deep on-ground experience, we spoke with Sujan Roy, CEO of Mercedes-Benz Titanium Motors in Chennai. Having worked across major auto brands, Sujan brings clear insight into where EV retail is headed and what needs to change to support it.
Keep on reading to know his insights!
Q1. In your view, what are the biggest operational shifts EV dealerships require compared to ICE dealerships?
The biggest operational shift is the Financial Shift for EV Dealerships. EV dealerships face significant financial shifts compared to traditional Internal Combustion Engine (ICE) dealerships. The core challenge is reinventing revenue streams. Unlike ICE models, where dealerships profit heavily from preventive maintenance and general repairs, EVs require less of this service. This disrupts the century-old predictable income model.
Another major hurdle is resale value. The nascent stage of EV battery life and rapid technological advancements make accurately estimating future resale values – crucial for trade-ins and buy-backs – extremely difficult. Dealerships must adapt their financial strategies to these fundamental changes.
Q2. What part of the current DMS/CRM ecosystem feels outdated or incompatible with EV workflows?
Current DMS/CRM systems are outdated, especially in customer feedback collection. Customers resist constant surveys and calls. The future lies in passively gathering feedback from social media and online posts, particularly for EV buyers who are often more vocal.
Furthermore, EV battery identification needs an overhaul. Soon, batteries will have separate unique identifiers from the vehicle VIN. DMS/CRM systems must adapt to this change to accurately track and manage EV components.
Q3. How do EV customer expectations (especially post-sales or service) differ from traditional buyers?
Stable, glitch-free vehicle performance is the most important thing tech providers need to focus on to truly support EV dealer networks. If the vehicle itself has problems, it doesn’t matter how good the marketing is or how well the service team responds. The dealer is the
one who takes the heat from frustrated customers. That’s why getting the basics right and delivering a reliable product has to come first.
– Sujan Roy, Mercedes-Benz Titanium Motors
Q4. What’s one area where tech providers need to evolve faster to truly support EV dealer networks?
Stable, glitch-free vehicle performance is the No. 1 area that tech providers need to support EV dealer networks. If the core product itself has issues, no amount of marketing or service excellence can cover it up. Dealers end up facing the customer’s frustration firsthand, so reliability must come before everything else.
Q5. Are there any early EV retail models you’ve seen that set the right example and why?
Two EV retail models are breaking the mould and showing what the future could look like. Ather Energy stands out by building most of its technology in-house, from the software to the hardware. This gives customers a more refined and premium experience.
At the same time, JSW-MG and now Hero MotoCorp with their scooters are pushing Battery-as-a-Service. It’s a bold approach that lets buyers avoid the high upfront cost of the battery, making EVs more affordable and easier to own.
Wrapping Up
As Sujan Roy clearly lays out, EV retail is not just about switching engines; it’s about changing mindsets, systems, and financial models. From revamping dealership economics to modernising CRM tools and meeting new-age customer demands, every part of the sales and service journey needs rethinking.
Dealerships that continue operating the old way risk falling behind. But those who adapt with better tech, smarter systems, and a sharper focus on the EV buyer have a real chance to lead this new wave in Indian mobility.
This isn’t just the future. It’s already here.