Universidad
Politécnica de Madrid

22.04.2026

Are you thinking about changing your car but unsure whether to choose an electric vehicle because you still have doubts? We can assure you're not alone. A team of researchers from the Universidad Politécnica de Madrid analyzed how salesperson’s empathy and ability to build trust with the consumer influence the final purchase decision more than ever in a market still fraught with uncertainty.

There's no doubt that the electric vehicle market still raises many questions among potential buyers. The technological uncertainty surrounding these vehicles, particularly regarding battery life, the need for charging infrastructure, and vehicle range, is composed by shifts in consumer preferences, changes in traffic regulations with access restrictions for certain vehicles, and a growing environmental awareness, all contributing to the uncertainty surrounding decision-making.

In this context, Sergio Escobar, a researcher at the School of Industrial Engineering at UPM and one of the authors of the study, explains that “the socio-cognitive skills of salespeople are essential for interpreting customer needs, reducing uncertainty, and facilitating decision-making regarding the purchase.”

“Electric vehicles are increasingly recognized as an important component of the global effort to achieve the Sustainable Development Goals (SDGs) established by the United Nations,” says the UPM researcher, who adds that this recognition “transforms market dynamics and, consequently, the role of the salesperson, since many doubts still exist about them.”

Prices, range, and infrastructure are concerns for buyers.

Through a systematic literature review and bibliometric analysis, researchers at the UPM identified the main doubts and fears consumers have when considering buying an electric vehicle, as well as the cognitive and emotional skills that allow sales professionals to interpret customer intentions, manage uncertainty, and guide rational but emotionally influenced purchasing decisions.

Thus, several factors act as a deterrent or a source of uncertainty for consumers when considering a purchase. The first, according to the Universidad Politécnica de Madrid is the price of electric vehicles, which is higher than those in conventional vehicles. “This negative perception can hinder consumers' willingness to invest, posing a challenge that marketing specialists must address through educational and consultative strategies. The customer experience must be transformed through an approach that prioritizes demonstrating the long-term savings and environmental benefits offered by these cars,” points out Luis Ballesteros, another UPM researcher participating in the study.

The second major problem for consumers relates to the still limited range of these vehicles, which requires salespeople to have solid training in this area to help buyers better understand their car's features.

Finally, buyers are concerned about the charging infrastructure. “While tax incentives, such as purchase tax exemptions, play a key role in EV adoption, consumers remain highly concerned about the availability and accessibility of charging infrastructure. This highlights the need for retailers to not only focus on the act of selling, but also to offer comprehensive solutions that address consumers’ charging needs. This includes information on charging locations, associated costs, and charging times.”

Results with future impact For UPM researchers

 These results demonstrate that the electric vehicle market changed the profile of the salesperson, who now has to acquire new skills. “The results suggest that success in selling electric vehicles depends on understanding consumer beliefs about sustainability, risk, and technology, as well as the salesperson's ability to align their messaging with these cognitive frameworks.” Finally, according to UPM researchers, the ability of salespeople to acquire these new skills will also be fundamental to changing the overall market perception: “Implementing the skills development strategy for electric vehicle (EV) salespeople described in this research will have a profound and multifaceted impact on the industry. It's not just about increased sales, but also about a transformation in how this technology is perceived and adopted. By equipping sales consultants with the skills needed to analyze individual customer needs, offer customized solutions, and allay fears with accurate and transparent information, greater confidence in electric vehicles will be generated. This confidence will translate into a significant acceleration in adoption rates, driving market growth beyond current projections.”

Escobar-Miranda S, Ballesteros-Sánchez L. Social Cognitive Skills in Electric Vehicle Sales: Understanding Empathy, Trust, and Decision-Making in Sustainable Mobility Markets. Behav Sci (Basel). 2025 Dec 4;15(12):1681. doi: 10.3390/bs15121681. PMID: 41464024; PMCID: PMC12730137.