Chevrolet is launching a nationwide training program to promote the adoption of electric vehicles (EVs). The program aims to improve the knowledge and confidence of dealership sales staff in selling EVs. It is expected to attract 7,000 employees and will be held in five states throughout the summer and fall. The initiative will include educational sessions designed to dispel common myths about EVs and provide hands-on driving experiences with EVs from both General Motors and rival manufacturers.
This initiative comes as Chevrolet expands its EV lineup, including key models like the Equinox EV, Blazer EV, and Silverado EV. These models are designed to attract new customers and increase the company’s share of the growing EV market. Scott Bell, vice president of global Chevrolet, noted that these new entries are crucial for drawing buyers, with evidence showing that 52% of Blazer EV purchasers in August were new to the Chevrolet brand.
The training sessions aim to equip sales consultants at EV-certified dealerships with a deep understanding of EV technology, covering topics such as range, charging infrastructure, and long-term ownership costs. Michael MacPhee, Chevy’s director of sales operations, emphasized the program’s focus on helping employees engage effectively with customers interested in transitioning to EVs. The training has already shown promising results, with a significant increase in confidence among attendees; over 80% felt prepared to sell EV models after the initial sessions.
Dealerships are reporting a positive impact on EV sales, with Bob Johnson Auto Group in Rochester, N.Y., witnessing a dramatic increase from fewer than four EV sales per month to 41 in August alone. John Love, president of the group, highlighted the importance of fostering a comfortable environment for employees to discuss and showcase EVs, which has proven effective in driving customer engagement.
As part of a broader industry trend, other automakers, like Ford, are also investing in training programs for their sales teams to enhance their knowledge of EVs. Ford has launched a virtual platform, Ford University, to provide instructional resources and support to its dealership employees.
By prioritizing training and education for its sales staff, Chevrolet aims to boost EV sales and ensure that its dealerships are well-equipped to meet the evolving needs of consumers interested in electric vehicles.
