In this episode of Inside Automotive, we’re joined by Ed Roberts, Chief Operations Officer at Bozard Ford Lincoln and author of Mile One. Ed sheds light on how dealerships can thrive amidst the evolving electric vehicle (EV) landscape. From adapting sales strategies to enhancing service departments, he provides actionable insights on navigating the challenges and opportunities presented by the EV revolution.
Key Takeaways
1. Ed Roberts emphasizes the importance of firsthand experience with EVs for sales staff. He highlights a dealer’s strategy of having salespeople drive EVs to build genuine enthusiasm and confidence, which helps sell these vehicles effectively.
2. Addressing consumer skepticism about EVs, Roberts points out that educating and engaging with customers directly can counteract misconceptions. He believes salespeople must be well-versed in EVs to address customer concerns and drive sales confidently.
3. Bozard Ford Lincoln has proactively prepared for the EV shift by incorporating EV-specific facilities and chargers in its service department. Roberts shares how the dealership’s investment in infrastructure ensures it is well-equipped to handle the servicing needs of EVs.
4. Moreover, Roberts forecasts that EV sales will continue to grow, potentially reaching double digits shortly. He discusses the role of manufacturer incentives and market adjustments in driving this growth and predicts a steady rise in EV adoption.
5. Despite broader economic uncertainties, Roberts emphasizes the importance of having a clear plan and focusing on controllable factors. He underscores that dealerships must stay adaptable and resilient, leveraging strategic planning to overcome market challenges.
"If you don’t put butts in seats, you’re not going to sell an EV. It’s about creating excitement and confidence in our sales staff so they can genuinely convey that to our customers. Only then can we help them buy their car, not just sell them a vehicle." — Ed Roberts
