How Carmakers Can Train Dealerships To Sell More Electric Vehicles
You may have noticed that dealerships and electric vehicles have an uneasy relationship. Dealerships are traditionally anchored in a tried and true business model that forces their clientele to come back for frequent internal combustion engine maintenance. These dealerships view the electric vehicle phenomena as a hindrance to its financial bottom line. Certain carmaker are challenging dealerships with training designed to ease the introduction of electric vehicles through certifications and increase sales.
Ford Dealership Training. Ford has a very active dealership training programed aimed at enabling them to handle electric vehicle (EV), hybrids and plug-hybrids (PHEV). The results have been impressive judging Ford's impressive growth market share with hybrid vehicles last year. So far Ford has seen a rise from a modest less than 3 percent in April 2012 to nearly 16 percent by December. The huge boost shows the company is doing something right. So what can it do to grow its hybrid market share? Here is a little more from the carmaker explaining how it will continue to grow.
Ford Hybrids. Ford has made a lot of effort to offer more hybrids. With more electric vehicle coming into the market, that also means dealerships need to be trained, educated and most of all, certified to handle electric vehicle components. Ford is now certifying more than 900 dealers to sell plug-in electrified vehicles by spring.
Training To Handle Electric Cars. One obstacle EV backers didn’t fully consider back then was the lack of enthusiasm dealerships showed with EVs in general. This certainly hasn’t helped sales number when dealers prefer to push gasoline engines that require perpetual and lucrative maintenance repairs compared to an electric car’s relatively low maintenance. Simply put, electric cars have less moving parts, less to go wrong, which translates into less maintenance. This is not something dealerships have been eyeing in a negative way.
Ford has managed to show dealerships that embracing electric vehicle is crucial. The industry as a whole is heading in the general direction of electrifying cars and dealerships will have to familiarize themselves. This also opens a new financial revenue for dealerships by turning them into savvy EV information centers. Let’s face it, car dealers are not at the top of the trust pole in the eyes of consumers. Training them to handle EV, as well as answering related questions helps their tarnished image and turns them into valuable information centers.
As the automotive industry struggles to regain ground, training dealership to offer extra services and become electric vehicle information centers will help improve their tarnished image in the eyes of the consumer.