Ford Dealer Asking For EV Input

[HuntingPudel]

I purchased my Mach E in late June. I just received a congratulatory post card from the dealership to invite me to my first Oil Change. Wonder how that is going to go when I take it in and tell them to check the brakes, rotate the tires and "Change the oil". LOL

Cue the Benny Hill music while I film them changing the oil in my Mach E.

LOL just before my car and I hit our 1 year anniversary I got an oil change reminder card from a dealer who isn’t the one I bought from (it was one of the two closest dealers to me from whom I wouldn’t consider purchasing). ??

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[dtbaker61]

One thing that I think could set you apart is being the most knowledgeable, or at least trying to be as helpful and knowledgeable about EVs as possible. I think you're already taking the first step here by reaching out to current owners.

Regularly monitoring forums like this one, listening to the random problems and questions that pop up, researching them and understanding how to fix or answer those problems and questions.

Being knowledgeable about over the air updates, what the latest releases are, and being willing to get vehicles updated upon request could be an advantage. It seems most dealerships aren't interested in helping current owners out with this type of thing.

Being knowledgeable and honest about these types of things and more makes it more likely that current owners would want to use your service department or purchase their next vehicle through you. It will also help you sell to those that have not made the switch between ICE and EV. If they're interested but apprehensive, your dealership's knowledge and honesty about the benefits, anxieties and potential pitfalls will be reassuring to prospective buyers.

exactly.... If you participate in forums and KNOW what is bugging people, find an answer, and make good responses to demonstrate you have the capacity and trained techs to handle problems in a timely manner I would guess you'll have people driving up to 100 miles to resolve problems.

 

[iam-s-Hon]

A dedicated EV staff is a HUGE step in the right direction. when I purchased the Smurfmobile I knew way more about it than anyone in the dealership.

Having EV certified service techs, and possibly even dedicated service advisors is the thing that will make ev customers want to bring you their vehicles for service. On that note, the one thing that could pull me away from my dealership now would be the ability to get a “like for like” loaner when I’m in for warranty work. ie have an EV loaner or two if possible.

I had scheduled a maintenance visit- essentially tire rotation- for a Saturday. When I showed up was told "we don't service EVs on Saturdays". My service appt clearly indicated the MME if anyone had bothered to check. Also, there were no fobs in stock- was due one under the CSP for Job1s. Also noted in the appt ticket. I had to defer my appt a few weeks. An annoyance that would have been more bothersome had the dealer not been very conveniently located.

A case for knowledgeable and pro-active service advisors.

And loaners could be differentiator, too. At same dealer, when I scheduled recall service was told there was a loaner program but the waitlist was weeks long. So, really that was 'no loaners' in my mind. Again, it wasn't a huge issue b/c I had an easy work-around. One was never offered when I had collision service over multiple weeks at a different dealer... who never informed me of additional parts orders and delays except when I called them- poor customers service.

 

[evfinder]

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

Plug-in America offers training for dealerships through their plugstar program.

https://pluginamerica.org/plugstar/#dealers

Plug-in America was founded by a group of people who were advocates in the early days of the California ZEV mandate. Many were drivers of cars like the GM EV1 and first generation Toyota RAV4-EV and most later moved on to become drivers of the Tesla Roadster and model S. The plugstar program developed from the work of one of their founders, Paul Scott, who worked with a Nissan dealership in the early days of the Nissan Leaf and helped them become one of the top Leaf dealerships.

 

[Mike Curtis]

I just had to drop off my Mach E for a HIgh Voltage Battery Warning. This happened last September on the first day I had the car, and again this past weekend. The service manager said, once I got there, they're not staffed well to service EV cars, and it would be a number of days before they could even look at it. This after I scheduled service online and defined the problem there. Later I realized I'd missed a call from the department saying this would "fall under a line that is quite backed up at the moment". He also said they can't provide a loaner, and when I said they did last time, said IF it were a warranty fix they "almost always" will refund a rental.

HERE'S WHAT YOU COULD DO:
-for starters, have plenty of staff trained up on EV service
-if there's a backup, have a system to let folks bring in their cars once the dealership is ready for them to do so (Service guy said he couldn't do that)
-have plenty of parts and know-how ready to go
-provide loaners, every time, for warranty repairs

 

[moparguy]

Hi Eric, I am familiar with you on the Bronco forums since I am here in San Diego, you guys do a good job but I can see an improvement since I personally had an experience with KMF.

I'll start by saying knowledge is the biggest thing, back when I reserved my Bronco, I called 5 San Diego dealers including yours to ask questions and see whose doing MSRP, 3 dealers had no clue what the Bronco was!!!, and people from your dealership called me back two days later to answer my MSRP question by that time it was too late and I believe you guys were forcing that security alarm thing as well that I didn't like, the competitor at Encinitas was a different story the minute I said Bronco the alarms went off and they transferred me to the GM assistant, within 3 minutes all my questions were answered, 10 minutes later I had a reservation with them, fast forward 3 years, I bought a Bronco, 2x Mach Es and a Maverick from them, referred 10+ buyers who actually bought cars from them, all because of that one call back in 2020, I live 45 minutes away from them but still like my experience, each car that I bought, it took me less than 30 mins with the finance guy, I tell them once how I will pay and what I want and that's it, no one keeps haggling me for 3 hours to sell me packages and warranty, KMF was the 2nd dealer I call due to proximity, EF were the last because they were the farthest, had any of the first 4 dealers gave me that simple answer first they would've secured 14 sales all due to that one call.

 

[RSH]

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?

Two primary things from my perspective: knowledgeable sales staff who can have a conversation about EV's in general and the Mach-e specifically, and knowledgeable technicians who can work on the Mach-e and ask the right questions of Ford when they are not sure.

I have experienced a lack of knowledgeable sales staff and technicians with the Mach-e. I selected a dealership primarily based on proximity to my home. I had already owned a Tesla for a year when I started looking into the Mach-e in 2020; therefore, I had a little knowledge of EV's already. I was very disappointed when I realized I was much more knowledgeable than the salespeople there. Since I no longer felt comfortable with the knowledge base at that dealership, I visited one that was about 30 minutes away. They didn't know much about the Mach-e BUT I was able to work with a dealer who actually owned a Tesla. So even though I knew more about the Mach-e due to my research, I at least could have a good conversation about EV's in general with that salesperson so I used that dealership as my delivery point for my Job 1 2021 Mach-e.

Unfortunately, I found that this dealership was not up to par when it came to service. I was having trouble getting BlueCruise and they were not willing to take the necessary steps to get BlueCruise working. They actually told me I would have to find a different dealership to handle it, so I did. Ironically, it ended up being the original dealership that was slow getting up to speed. They have invested in their technicians and it shows.

Nice to haves: (1) ability to get an EV when I need a loner!!! (2) cleaning the car if you've had it a few days (3) putting the car on a charger when service is complete (that would be plush service!).

 

[josephyancey]

I'm your exact target audience as I did purchase from a dealership that is farther away from me. I also (mostly) use them for service.

I'm in Central Arkansas. My large in town Ford dealer brands themselves as knowing all about EVs but generally they aren't competent. The sales people refer to a 3 year old car as "that new techy stuff" and just don't know much about it. They only have 1 EV tech and I got asked if I needed an oil change. I called them last week to ask about the cost of updating the BCM and GFM modules and they quoted me 5 hours for a bit over a grand. I was told "Updating these new fancy cars is a giant pain."

The dealership I purchased at is a smaller one in the next town over but has embraced EVs. Their sales people know what they are selling and they have 4 very knowledgeable EV certified techs. They worked directly with Ford corporate to diagnose my charging issue. When I asked them about updating the BCM and GFM I was told it was a pretty easy process and they would only charge an hour of labor total.

Even good dealerships have room for growth though. If I schedule an appointment for a recall fix weeks out, please have the part waiting on me when I get there. You shouldn't wait to order parts until the last minute adding days with my car sitting in your shop. That inconveniences me and ties up a loaner for you.

In short make sure your sales people know what they are talking about. The real opportunity is in the service department though. Make sure those people are incredibly comfortable with EVs.

 

[deadduck]

Drive up to Walnut Creek Ford and hang out there.

I drove 100 miles to buy from them, bypassing a lot of Ford dealers on the way.

 

[MotownMachdoc]

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

Recent experience at Serra Ford, Farmington Hills, MI:
Made an appointment for 20,000 mile service. Service advisor was familiar with what was needed (no oil change LOL). Invoice was consistent with warranty specs. No over charging. Dealer offered valet to my home (7 miles away) - no charge. Called me when service was done in a timely mannner. Offered to valet car to me (no additional charge). They are an EV certified dealer. This may seem to be routine, but the small things done made it a pleasant experience and now have created a relationship the for future visits, ie created a customer experience. Communication was excellent and the center of the experience.

 

[jgcom]

, 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?

Some industry pundits say that dealer profits are adversely affected the the move to EV products. Yet smart and curious techs, with support and rewards from their management, are necessary, and that somebody has to pay them. A solution is fewer dealers that each earn more profit, using some of it to keep the service first rate. You should be one of those!

I would drive 50-100+ miles if there was a genuinely well-run dealer available. I would pay a higher service rate and drive that distance if:

• The service advisors added value to the transaction, keeping themselves up to date on the latest issues we describe on this forum, pressing Ford proactively to learn more, and improved rather than delayed and confused communication between the tech staff and the customers.
• There is a focus on advance preparation and close communication with customers so that multi-day stays in the dealer with nothing happening day after day are rare.
• Recalls get researched and organized before the first batch of customers show up asking for them.
• The person who moves a customer's car from the drop-off area ought to know how to operate a 2-year-old Mach-E that was bought from that very dealer, unlike in my recent experience. Snark aside, this means that dealer staff are comfortable with its products.

Regarding communication to advertise that a dealer is excellent: This is a good question. I've asked in this site for suggestions near me and the nearest recommendation I got was two states away.

I also realize that it is impossible to please everyone.

 

[goodguy]

posted this elsewhere.... but since you are asking as a dealer...
The fact that anyone has to wait on an order is crazy. FORD is all over the place with MME Cost, MSRP and delivering actual orders of people that want the car and will advocate for the Car. Makes no F'ing sense!!!

 

[Bikespace]

Like I said earlier, 90% of dealer selection is done online, before I even visit. I have no problem driving 3 hours (each way) to buy the car I want at the price I want, sight unseen. I'd even fly out to drive one home.

If the dealer doesn't reply quickly with an honest out-the-door price quote and window sticker, I move on.

I can't imagine the buyer situation isn't 1000% better today with dozens of MMEs sitting on lots than it was when I did this last year. Why would anyone wait for an ordered car?

 

[The Electric Duo]

I just barely skimmed what others have said, but wanted to add my two cents:

1) Ford dealers (and other legacy dealers) will be competing with Tesla for business. Some people will still want the hands on experience of browsing cars at a dealer, but many purchasers will want to do what Tesla offers - order a car online and pick it up at the dealer. For that type of customer, you need to stop with any BS. The price is the price. No hassle about protection packages or nitrogen in the tires, etc. They also want to get in and get out with no negotiating. They want the price listed online and that's it.

2) Your salespeople have to be familiar with EVs. I know it is hard to get people trained because training costs money and takes people away from selling. If you have a Mach-E or Lightning mannequin, your salespeople should take turns driving it so they can get familiar with it. They should all try fast charging. I know Ford is doing some dealer training on charging so make sure you take advantage of that.

3) Have a zero tolerance policy for any "BS" negative EV gripes. I've personally heard dealership employees bad mouth EVs as being bad for the environment or won't last. Many customers will take the dealership as the experts and if your employees bad mouth an EV, that has a lasting impact. You wouldn't allow an employee to say the Silverado is a lot better than an F-150.

4) Consider hosting some EV gatherings. Current EV owners can be the best advocates for EVs and they can help sales people understand them better. Back in Colorado, I was at an EV event and a Ford salesman was there. He heard me talking about road trips and is now using my method of explaining range. I'll explain. Most people ask, "How far does this go?" When I told them 270 miles (back when I had my First Edition), the near universal reaction was, "That's it?" Then I learned to have a different answer. I would explain that I took a road trip and that I left Denver fully charged and I didn't have to stop until Glenwood Springs. That's only about 180 miles from Denver. But when I used that example, the replies were vastly different. Nearly everyone replied, "Wow! That far? And how long does it take to charge?" (And charging is the same thing... if you say how many minutes, people react negatively. If you say, I plug in, go to the bathroom, get a bite to eat, and come out with enough charge to keep going, people like that.)

BTW, we're hosting a meetup in Carlsbad on August 13th. If you'd like to come check out a bunch of Mach-E owners and talk to them about it, this is a great opportunity.
https://fb.me/e/31VrNZXWa

 

[Fremont Kid]

After spending decades in software development I came to the conclusion that there is no better approach to quality engineering than what's called "eating your own dog food."
What it would mean for Ford and dealerships is to require the upper level management to drive their own cars. So I would start with buying Mach-E for personal and family use.

Systems shop I was in most of my career also used the phrase "eat your own dog food." Sensory descriptive.

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