Ford Dealer Asking For EV Input

[Graybeard]

Hey All!

My name is Eric and I am a manager at a dealership in Southern California. If any of you have cross-shopped the Bronco, you may know me from the Bronco6G forums.
https://www.bronco6g.com/forum/thre...or-socal-buyers-kearny-mesa-ford.3115/page-95

I believe the experience we're currently offering EV buyers is so-so at best, likely below customer expectations if I'm being critical. We're above average when compared to other dealerships but I still see so much room to improve. So my hope is that I can get some input from you all, the MachE buyers and enthusiasts, as to how dealers should better serve today's EV buyers.

My 2-point question is this: Other than being competitively priced and having the right inventory, is there an experience that a dealer could provide which would make you travel beyond your closest dealer to purchase / service an EV? And part two to that is, how could that dealership communicate to you that they offer that experience?

I'm in the process of ground-up building a dedicated EV team, and I'd greatly value any input you could share! Whether it's about your experience when you bought your MachE, what you're experiencing as a current shopper, or even just your hypothetical ideal dealership interaction. I'm here to listen! I'm also glad to share the steps we're taking internally already for anybody who is curious.

Thanks for your time!

Eric Bunch

Eric, one thing I think besides all of the other great points, is walking a new to the EV world customer, how to charge the Mach E - plug and pay; the steps to DC charging, etc.

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[4sallypat]

SALES x2:
My recent purchase of a '23 Mach E and last year's purchase of the '22 Lightning were from Ford dealers much further away but had to in order to avoid markups on 2 orders.

I live in San Bernardino County and all the dealers close by were all marking up customer originated orders.

Lightning was in Orange County (30 miles) while the Mach E was in Los Angeles county (45 miles).

Both dealers were transparent, MSRP honored, no games, and did not try to push the silly accessories, nitrogen air, alarm systems, fabric protection BS....

SERVICE:
While I have never had service for either EV, I would return to the same dealer as I purchased from in order to ensure I receive loyal customer treatment.

So for me, it would have to be a dealer that advertises no ADM, knowledgeable EV team (sales & service), and access to L3 (DCFC) at the dealership even if I have to pay.

 

[Papaplays]

Eric -

I echo much of the comments written and appreciate your responses. My dealer has been very helpful and responsive during the order and delivery process. (Ordered Escape Hyprid Plug-in and Premium Mach E. Both delivered in 1st Qtr 2022). The minor issues for warranty and service have been handled by a service advisor who acknowledged he is not up to speed about about Mach E, but trusts his techs to give him correct information.

I would go farther to a dealer such as yourself who was investing in EV, but you are south well beyond Camp Pendleton from me.

Good luck with your efforts.

 

[Goodsam]

The sales person needs to know first hand what life with an EV is like...

• you charge at home, and why you need a level 2 charger for this... it is not gas station thinking.

I think an EV dealership should have a short list of top notch electrical contractors who can install Level 2 equipment (from minimal receptacle installs to full blown Main panel transfer switch additions) at homes (and businesses) quickly and at fair prices. Explain why a level 2 charger (AC 240V) is better for battery life.

Also, EV dealers should know every $ rebate, tax credit program available for their customers! So nice to $7500 Fed tax credit (should be rebate at time of sale), $2K CA Clean vehicle rebate, and 3CEnergy (power generation company) "Electrify Your Ride" $2K EV rebate, $400 EVSE rebate, & $2K electrical install rebate.

And know everything about SCE (Edison power delivery) Time-of-Use programs for slightly discounted power ($0.25/kWh 9pm-4pm, $0.65/kWh 4pm-9pm, Ouch!) compared to other rate tiers.

Also, to repeat others, EV dealers must quickly install 7day/24hr "pull-through" (especially for trucks) DC Fast Chargers. I would hope that they would pay for themselves via the charging cost and by the Goodwill gained by the dealer.

 

[JTMFLY]

I can't see dealers having EV exclusive techs anytime soon. It is unlikely that there is enough work to keep them consistently busy.

There is absolutely no way I should have to wait 45 days to get the car in under for warranty issue and it being the 4th time for the same issue.

 

[Bob W]

Hey All!

My name is Eric and I am a manager at a dealership in Southern California. If any of you have cross-shopped the Bronco, you may know me from the Bronco6G forums.
https://www.bronco6g.com/forum/thre...or-socal-buyers-kearny-mesa-ford.3115/page-95

I believe the experience we're currently offering EV buyers is so-so at best, likely below customer expectations if I'm being critical. We're above average when compared to other dealerships but I still see so much room to improve. So my hope is that I can get some input from you all, the MachE buyers and enthusiasts, as to how dealers should better serve today's EV buyers.

My 2-point question is this: Other than being competitively priced and having the right inventory, is there an experience that a dealer could provide which would make you travel beyond your closest dealer to purchase / service an EV? And part two to that is, how could that dealership communicate to you that they offer that experience?

I'm in the process of ground-up building a dedicated EV team, and I'd greatly value any input you could share! Whether it's about your experience when you bought your MachE, what you're experiencing as a current shopper, or even just your hypothetical ideal dealership interaction. I'm here to listen! I'm also glad to share the steps we're taking internally already for anybody who is curious.

Thanks for your time!

Eric Bunch

Eric, glad to see you asking for input and striving for excellence. You've already heard plenty from folks regarding charging stations and knowledgeable techs. Some things I've thought about:
1) Consider having a service desk dedicated to EVs. This would demonstrate a commitment to meeting the unique needs of EV owners.
2) Consider installing solar power prominently at your dealership. Don't shy away from the eco message.
3) Host learning sessions for first time EV owners to discuss best practices for charging, battery maintenance, software updates, long trips, etc.
4) Have a knowledgeable presence at Cars & Coffee and other enthusiast events.
5) Offer installation of trailer hitches suited to bike racks; consider selling hitches and racks on site. Roof racks too. This could be an income source.
6) Don't sell customer names to extended warrantee companies.
7) Don't tell EV owners its time for an oil change : )

 

[BMT1071]

There is absolutely no way I should have to wait 45 days to get the car in under for warranty issue and it being the 4th time for the same issue.

That's insane.

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