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The Growing Need for EV Expertise in Dealerships
The electric vehicle (EV) market is burgeoning, and with it, the demand for knowledgeable sales and service personnel is more critical than ever. A recent collaboration between J.D. Power and RockED aims to bridge this knowledge gap with the launch of the J.D. Power EV Expert Certification program. This initiative is designed to equip dealership staff with the essential information and skills needed to effectively sell and service electric vehicles, addressing a significant barrier to consumer adoption.
What the Certification Program Offers
The J.D. Power EV Expert Certification program leverages RockED's mobile microlearning platform to provide dealership employees with easy access to training materials. These include bite-sized video lessons and a structured curriculum that covers vital topics in the EV landscape. Upon completing the course and passing a skills assessment, participants earn certification as an EV expert for the calendar year, enabling them to enhance customer interactions and elevate the overall shopping experience.
Consumer Insights Driving the Initiative
According to J.D. Power's 2024 research, a significant portion of car shoppers, approximately 27%, hesitate to consider EVs due to a lack of information. This gap extends into the sales process, with EV buyers reporting lower satisfaction with dealership personnel compared to traditional gas vehicle owners. The partnership aims to change this by targeting the informational needs of both current and potential EV owners, thus fostering better service and support in dealerships.
Comparative Satisfaction Levels: Why EV Owners Feel Left Out
The numbers are telling — EV owners' trust levels in service departments sit at just 39%, significantly lower than the 50% trust reported by gas vehicle owners. Furthermore, satisfaction with service advisors trails by 48 points on a 1,000-point scale, indicating a pressing need for focused training that can translate into higher trust and better service overall. The J.D. Power initiative seeks to empower dealership staff to change this narrative.
Future Trends: Adapting to an Evolving Market
As electric vehicles become increasingly mainstream, ensuring that dealership personnel are adequately trained becomes paramount. J.D. Power's initiative not only supplements existing training offered by manufacturers but also brings valuable market insights to the front lines of auto sales. With EV sales projected to climb, investing in staff education can yield long-term benefits, both for customers and dealerships alike.
Conclusion: A Step Toward Empowering Dealerships
The collaboration between J.D. Power and RockED signifies a vital development in the automotive industry. By focusing on education and expertise, dealerships can better meet customer expectations and navigate the complexities of the evolving EV market. With greater training, the automotive landscape will become more accommodating for future EV buyers, potentially resolving issues of trust and satisfaction in the process.
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