Previously aired October 14, 2024
In a time when many dealerships are struggling to move electric vehicles (EVs) off their lots, San Tan Ford in Arizona has managed to break national records. With 137 EVs sold in August, Tim Hovik, dealer principal at San Tan Ford, has proven that with the right approach, selling EVs can be a success story. On today’s episode of Inside Automotive, Tim shares his strategy for EV success, the changing landscape of auto sales, and what other dealers can learn from his record-breaking month.
Key Takeaways
1. San Tan Ford’s success stems from treating EVs as just another powertrain option, similar to gas or diesel vehicles. By positioning electric vehicles (EVs) as part of Ford’s “freedom of choice” approach, the dealership seamlessly integrated them into their portfolio without creating unnecessary mystique.
2. Additionally, San Tan Ford set a goal to sell over 100 EVs in August, a number no other U.S. franchise dealer had reached before. By focusing heavily on Mustang Mach-Es and F-150 Lightnings, they surpassed their target and set a new national record, proving that clear goals drive results.
3. Approximately 25-30 of the EVs sold at San Tan Ford in August were purchased by the dealership’s own employees. This practice not only doubled the number of staff driving EVs but also enhanced their ability to talk authentically about the product, increasing consumer trust and sales.
4. Moreover, Hovik noted an emerging trend where customers are opting for a mix of traditional internal combustion engine (ICE) vehicles and EVs in their garages. This hybrid approach is reflective of the cautious but growing acceptance of EVs, where consumers appreciate having both options for different driving needs.
5. Nevertheless, Hovik highlighted the importance of government tax credits and manufacturer incentives in boosting EV sales. San Tan Ford’s lease mix for EVs was 75% in August, significantly higher than their overall vehicle lease average, showing how leasing can attract more EV customers.
“We didn’t look at EVs like they were unicorns. We approached it as just another powertrain in our portfolio, and I think that mindset gave us a chance to be successful,” – Tim Hovik.
