1. Automotive Reality: EV Ownership After the Hype

2026 shows a clear shift in sentiment: conversations about electric vehicles revolve less around innovation and more around everyday usability. In EV ownership, friction points are becoming clearly visible – particularly frustration with charging infrastructure outside urban areas, long repair waiting times, and unclear communication in customer service.

For CX programs in the OEM environment, this means the focus is shifting from the purchase phase to the ownership phase – service transparency, repair communication, and the charging experience are becoming the decisive loyalty factors.

In practical terms, this means for touchpoint programs: The ownership phase deserves at least as much measurement attention as the completed sale. Anyone who only surveys EV owners again during the next purchase cycle is missing exactly the phase in which loyalty is decided or broken.

A blind spot remains the charging infrastructure: The frustration over this typically does not arise at the dealership or in the workshop, but on the road at public charging stations – thus outside any touchpoint where a classic service survey would be triggered. This signal therefore becomes visible primarily where customers vent their anger unprompted: in Google reviews and on social media. For CX programs, this means systematically supplementing structured surveys with social listening and review mining, rather than relying solely on their own touchpoints.

The effect is by no means just a satisfaction issue, but directly affects buying behavior: According to an analysis by Strategic Vision, dissatisfaction with public charging drives 25% of EV owners back to internal combustion engines for their next purchase. McKinsey survey data also shows that charging speed and network availability are among the strongest levers for influencing purchase decisions in favor of an electric vehicle. Charging infrastructure feedback is therefore not just a service issue, but an early indicator of churn for the next vehicle purchase.

Source: Brandwatch – Consumer Trends Shaping the Automotive Industry in 2026

Source: IEEE Spectrum – Convincing Consumers To Buy EVs (Strategic Vision data); McKinsey – EV Charging Consumer Survey

2. Trust as Currency: Connected Services & OTA Updates

Customers show the highest willingness to pay for safety-relevant connected services such as emergency assistance, automatic accident detection, and anti-theft protection. At the same time, data from connected devices, in-cabin cameras, and location data trigger the greatest concerns – a clear signal of the need for more transparency in connected services.

On a positive note: Many customers would keep their vehicle one to three years longer if it received regular over-the-air updates with new features. Software updates are thus becoming a measurable loyalty lever – provided that trust in the handling of vehicle data is established.

For CX programs, this concretely means: Questions about data transparency and control belong in the journey survey after purchase and software updates – not just the classic satisfaction with the new feature, but also the feeling of control over one's own vehicle data.

Source: Deloitte – 2026 Global Automotive Consumer Study

As a side note: The market for feedback and CX software is currently going through one of the most active consolidation phases in years – several major providers have merged or changed ownership within a few months. For automotive customers with very specific requirements (dealership network feedback, workshop service, group brand differentiation), it is worth taking a second look in this phase at which partner brings the necessary industry depth and continuity – regardless of size.

3. The Last Mile in Retail: Digital-Physical Friction

Customers do not expect dealerships to be an e-commerce platform, but rather a competent service operation: one that answers the phone, remembers the customer, and doesn't force them to start over with every channel change. A customer who fills out a trade-in form online and has to explain everything again to the salesperson on the phone is not having a true omnichannel experience – but is dealing with two separate systems.

For dealer network CX programs, the connection of initial digital contact and physical consultation remains the decisive lever against customer churn.

Source: Flai – Automotive Customer Experience Trends for Dealers (2026)

Conclusion for your CX program

●        The ownership phase – service, repair, charging – increasingly decides loyalty, not just the purchase.

●        Transparency regarding vehicle data is a prerequisite for unlocking the loyalty potential of connected services and OTA updates.

●        Seamless transitions between digital and personal contact remain the biggest hurdle in retail.

●        In a consolidating software market, industry depth gains importance – for your choice of CX partner.