For dealers, EVs will mean new employee training, infrastructure and substantial investments to be able to service, sell and charge the vehicles.
are offering dealers different "EV-certification" levels, while most other carmakers, or OEMs, know they need to change the sales process to fit the evolving industry, but are still try to figure out how to do it.
Both automakers and franchised dealers want to maximize profits, but they're separate businesses that heavily rely on one another to succeed. Dealers rely on automakers for product to fill and move off lots, and the carmakers in turn rely on dealers to sell and service vehicles as well as serve as concierges for customers.
"The tone and tenor of this subject matter has evolved, and I think it's very, very clear this year that our legacy OEMs absolutely realize that we are essential going forward," said Alford, who runs Chevrolet and Cadillac dealerships in North Carolina.As more automakers introduce EVs, they're rethinking the sales process, including selling new vehicles largely, if not fully, online.
Automakers believe doing so will provide consumers a more streamlined and cohesive sales process, but they also consider the dealers to be their partners and to offer "strategic advantages" when it comes to other sales and maintenance issues.David Paul Morris | Bloomberg | Getty Imageshas said it plans to move more sales online, including 100% online sales for its luxury Acura brand for EVs.
Wall Street analysts have largely viewed direct-to-consumer sales as a means to optimize profit. However, there have been growing pains for Tesla when it comes to servicing its vehicles.to be competitive with Tesla's direct-to-consumer model.Ford is among the automakers receiving the most pushback from dealers for its EV push, which includes EV-certification tiers that could cost more than $1 million per store, depending on the size of the dealership.
Aside from the investments, dealers who opt into selling Ford EVs will need to abide by five standards to stay within good standing: clear and nonnegotiable pricing; charging investment; employee training; and improved vehicle purchasing and ownership experience for customer, both digitally and in person.
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