Boosting Electric Vehicle Sales: The New J.D. Power EV Expert Certification Program

Ramping Up Electric Vehicle Sales: The Need for Knowledge

As electric vehicles (EVs) continuously gain traction in the automotive market, the challenges facing dealerships in selling these innovations cannot be overlooked. A significant 27% of car shoppers currently reject EVs due to a lack of crucial information, highlighting the essential need for well-informed sales and service staff. J.D. Power and RockED have recognized this gap and are taking tangible steps to bridge it by launching the J.D. Power EV Expert Certification program as part of their partnership.

Building Expertise Through Certification

The J.D. Power EV Expert Certification program aims to empower dealership personnel with the knowledge they need to meet customer expectations in this emerging market. By leveraging RockED’s mobile microlearning platform, the program breaks down complex EV topics into bite-sized modules, ensuring that dealership staff can thoroughly understand and articulate the nuances of electric vehicles.

Completing the structured curriculum and passing an assessment will provide dealership staff with an annual certification, adding a layer of credibility and expertise that is often lacking in the industry. This initiative not only boosts employee confidence but also enhances the overall customer experience, addressing the dissatisfaction reported by EV buyers regarding dealership staff knowledge.

The Current Landscape: Challenges in EV Sales and Service

Research by J.D. Power underscores the pressing issues within the market: EV owners express a strikingly lower level of trust in service departments compared to owners of gas-powered vehicles—39% versus 50% respectively. Additionally, satisfaction ratings for service advisors are alarmingly lower for EV owners, which could deter potential customers. The introduction of the J.D. Power EV Expert Certification is a direct response to these challenges, aiming to elevate the comfort and satisfaction of EV shoppers by ensuring their interaction with knowledgeable personnel.

Enhancing Learning and Adaptation in a Fast-Paced Industry

It is vital for automotive professionals to adapt quickly in a market that evolves as rapidly as electric vehicle technology. The collaboration between J.D. Power and RockED not only provides a compelling curriculum but also presents a framework for ongoing education and support, crucial for dealerships to keep pace with changing market demands.

This program is positioned to complement existing training focusing on original equipment manufacturers (OEM) and dealership group training, creating a more well-rounded foundation for dealership staff. The goal is to cultivate a culture of ongoing learning, enabling dealership employees to gain insights from industry data and apply them effectively during customer interactions.

Transforming the Future of Automotive Sales

As the landscape of the automotive industry transforms with an influx of electric vehicles, initiatives like the J.D. Power EV Expert Certification program are vital for dealership success. By investing in employee education and cultivating expertise, dealerships can enhance customer trust and satisfaction, leading to increased EV sales.

In conclusion, the automotive industry stands at a pivotal moment where the knowledge of dealership staff can significantly influence consumer perceptions and buying decisions. The introduction of this certification program marks a proactive step towards building a knowledgeable workforce equipped to handle the demands of an evolving market.