Ford Dealer Asking For EV Input

[BMT1071]

I’ll just offer you an anecdotal example. Twenty years ago, I bought a corvette while living in the Detroit metro area. I used to drive by several dealerships to service my car at the top Corvette store in the area (and one of top three nationally): Les Stanford Chevy in Dearborn, MI (yes, in Ford’s backyard):

1. While a typical Chevy store had 2-5 Corvettes in stock, Less Stanford had over 100!
2. Employees from the GM to the janitor were Vette enthusiasts (pics on their desks, memorabilia, shirts, etc, etc)
3. Employees drove from far away places to work for the store…
4. …and so did customers (to buy or service)
5. Most importantly, service was top notch. Techs were Corvette whisperers. They diagnosed and fixed issues like no one else did and took care of your vehicle (they knew how special it is for the customer and treated it like their own).
6. They created so much excitement around the product and made you feel special for being part of an exclusive group (Corvettes are a dime a dozen in Detroit where most people used to get heavy discounts).
7. You’d be surprised how much are customers willing to pay to be treated well.

Doing a quick search online, it looks like they lost their luster since then. But it was such a special place to do business with.

The loss of luster is due to the huge change over the last two decades regarding point #7. These days most consumers are highly price motivated and will shop online for the cheapest provider. Read some of the posts in this thread for evidence of that.

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[Mach1E]

The loss of luster is due to the huge change over the last two decades regarding point #7. These days most consumers are highly price motivated and will shop online for the cheapest provider. Read some of the posts in this thread for evidence of that.

That’s for certain. Price seems to be the biggest motivator for most. Especially when dealing with a commodity product.

Everyone wants the lowest price.

Once they find the lowest price, they want everything else as well.

If a dealer started offering “white glove service,” and charged $2,000 for it. How many takers?

It could include no haggle, car is brought to you. Custom driving lesson including all car functions and testing (let’s say it takes 2 hours). And fill in the blank whatever you think would equal a first class buying experience.

I doubt many would check that box.

But if a dealer did this at no charge AND price matched…… they could make up for it in volume.

Except for the unfortunately low profit margins on Mach Es…….

 

[SignMD]

I have a 2022 GTPE and my wife wants a white one. So I inquired with a dealer about 20 miles from me that had one. I emailed them and asked for their selling price and what they would give me on trade for my current mach-e. His response, you have to bring it in...so we can inspect it. I told him I won't do that, I don't have time. His response was "that's on you". I have been buying and trading cars over text and emails from 2005. I am not going to come in and have my car inspected. Give me the numbers. How do they communicate this....lead by example. If you work this way that will be the best communication there is. Make it simple. But this is the first American car I have bought in 30 years, the German dealers are much better at making it simple.

 

[curtisfinney]

Eric, I did go to a dealer that wasn’t one of the two closest because the closest one is the dealership group Who Shall Not Be Named (truly evil) and the next closest is just kind of slimy. I went with a dealer who has a presence on this forum and promised no games. That’s what I got in a time when a lot of dealers were dropping ADM onto ordered cars and insane ADM onto stock. ??

Aside from that, as many have said, a knowledgeable EV staff. People who are passionate about the EVs. Beyond the sales department, we need a more than bare-bones service staff. And if I am being honest, the manufacturers need to step up as well. If they want to sell these cars, they need to pony up and provide pre-sales support to the dealer network. ??

What is ADM? - I only know it as the Archer Daniel Midland company

 

[goodguy]

(additional dealer markup) dealer fee over MSRP.

 

[BMT1071]

What is ADM? - I only know it as the Archer Daniel Midland company

Additional Dealer Markup. Money added to the price because the dealer feels they can get it based on market conditions.

 

[JTMFLY]

The service department needs to have EV only Techs. Their appoinments should not conflict with ICE vehicles. I just had to wait 45 days for service because the EV Tech was also scheduled for ICE vehicles.

EV loaners is big with me! I bought an EV for a few reasons and one of them is not to pay for gas anymore. I do all of my charging at home. I have 38 solar panels, so I virtually charge the car from solar instead of the grid.

At the dealership that I bought my car from I have had salesmen ask me for help, because they are not knowledgeable about the Mach E. I have had the service manager call me and ask for advice. The Mach E's have been a learning experience for all of us. I do see that most people that buy them (EVs) do their due diligence and are usually very knowledgeable about the vehicles that they are looking to buy.

Ford Motor Company needs to do a better job with providing dealership sales departments with online and hands on training about EVs.

Chargers should be available 24 hours, 365 days!!!

Personally, I always suggest apps to people looking at purchasing a Mach E or other EVs. My number one app is PlugShare. This app not only has level 4 chargers on the app, but people with their personal level 2 home chargers can input their locations into the app. If there is ever a chance that a level 4 charger is either not available or not working, you can also do a search for close level 2 chargers.

 

[BMT1071]

The service department needs to have EV only Techs. Their appoinments should not conflict with ICE vehicles. I just had to wait 45 days for service because the EV Tech was also scheduled for ICE vehicles.

EV loaners is big with me! I bought an EV for a few reasons and one of them is not to pay for gas anymore. I do all of my charging at home. I have 38 solar panels, so I virtually charge the car from solar instead of the grid.

At the dealership that I bought my car from I have had salesmen ask me for help, because they are not knowledgeable about the Mach E. I have had the service manager call me and ask for advice. The Mach E's have been a learning experience for all of us. I do see that most people that buy them (EVs) do their due diligence and are usually very knowledgeable about the vehicles that they are looking to buy.

Ford Motor Company needs to do a better job with providing dealership sales departments with online and hands on training about EVs.

Chargers should be available 24 hours, 365 days!!!

Personally, I always suggest apps to people looking at purchasing a Mach E or other EVs. My number one app is PlugShare. This app not only has level 4 chargers on the app, but people with their personal level 2 home chargers can input their locations into the app. If there is ever a chance that a level 4 charger is either not available or not working, you can also do a search for close level 2 chargers.

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

 

[curtisfinney]

Ford needs to be part of this solution.
I want a unified customer experience. Benchmark Apple’s approach to customer service. There is no one better at this.

For example, I am going to contact Ford about software glitches first. Any dealer should have access to the information I share with Ford - especially when Ford tells me to take it to a dealer. I shouldn’t have to explain the issue a second time at the dealer. The dealer should see the entire history if my car from both Ford and other dealers. (I had an instance where Ford told me to take my car to the dealer to fix a problem I scheduled an appointment with a loaner car - really was a rental car through the dealer - agree on other comments about loaner cars, I got to the dealer and they told me they couldn’t fix it. What a waste of time.)

Don’t put a service next sticker on my car. I don’t want it. Send me a calendar invite or text me a reminder. Better yet, Ford should build this into the OS. My car should remind me and not a stupid window sticker on when to get my tires rotated and filters checked.

 

[Larry Paul]

That’s what I got in a time when a lot of dealers were dropping ADM onto ordered cars and insane ADM onto stock. ??

I guess I should have said that too (was not thinking about this being an EV thing)...I have always walked away from each and EVERY dealership that charges ADM on any vehicle I have purchased new. I have had to pay sticker price a couple of times...but usually I get some discount from list.

0.0% chance I will pay a penny over sticker to any dealership for an ADM.

 

[BMT1071]

Ford needs to be part of this solution.
I want a unified customer experience. Benchmark Apple’s approach to customer service. There is no one better at this.

For example, I am going to contact Ford about software glitches first. Any dealer should have access to the information I share with Ford - especially when Ford tells me to take it to a dealer. I shouldn’t have to explain the issue a second time at the dealer. The dealer should see the entire history if my car from both Ford and other dealers. (I had an instance where Ford told me to take my car to the dealer to fix a problem I scheduled an appointment with a loaner car - really was a rental car through the dealer - agree on other comments about loaner cars, I got to the dealer and they told me they couldn’t fix it. What a waste of time.)

Don’t put a service next sticker on my car. I don’t want it. Send me a calendar invite or text me a reminder. Better yet, Ford should build this into the OS. My car should remind me and not a stupid window sticker on when to get my tires rotated and filters checked.

The Apple service model is impressive. They rely on company owned stores to make it work. It is very hard to impossible to implement with independently owned dealers.

 

[curtisfinney]

The Apple service model is impressive. They rely on company owned stores to make it work. It is very hard to impossible to implement with independently owned dealers.

Agree, but that doesn’t mean you don’t try

 

[SpaceEVDriver]

This isn't EV-specific, but I hate it when salespeople waste my time.

• Make it easier for customers to choose to do all the pre-purchase work online so that when we come in to pick up the car the time investment is no more than 30 minutes. This should include making sure all financing is approved and final. This should also mean the vehicle is prepped, fully charged, and ready to go before the customer arrives for the final paperwork;
• Don't try to up-sell add-ons once I'm in the building;
• Don't force me to "negotiate" if it's clear I'm not interested. Not all of us are interested in the facade of negotiating "deals." I value my time much more than playing the game. Please make sure your salespeople respect that.
• I want to know what price I'm going to pay (including TTL, monthly payment if I'm financing, amortized payment plan, etc) before I step foot on your property.
• I will travel a couple of states away if I know I can buy a vehicle without having to put up with shady dealer behaviors.

EV-specific:

• Know your competition so that the pros and cons of the options can be honestly discussed;
• Build a reputable network of local, well-trained EVSE installers so you can recommend options to your customers;
• Install a bank of both DCFC and L2 chargers with easy and reserved access. Don't put them where they'll be ICED, but don't hide them away either;
• If you have the space, install one of each of the more popular EVSEs and have your techs and salespeople learn about them (and make these available to customers to use when they're at your lot);
• Have your techs and salespeople learn how to use the popular apps (PlugShare, ABRP, FordPass, etc); Build a list of "recommended apps" for your customers;
• Make sure your service reminder emails don't include an oil change;
• Participate in public events, science festivals, etc., where you show off the vehicles;
• Encourage your salespeople and techs to take the show cars for long weekends and road trips.
• Be proud of being an EV seller, and show it.

 

[curtisfinney]

I support what others have said. A few items that I did not see mentioned:

• Find on this forum where Ford has requested "...private message me your contact information and name of your dealer..." Most of these situations are systemic not dealer or a single MME specific. These are the situations that have affected owners the most and that your staff can use to differentiate themselves.
• As a dealer get Ford to share with you software design specifics, i.e. how the charge settings are architected. If you can help owners understand charge setting problems, you'll earn a lot of business.
• Learn the acronyms. As you can read, acronyms proliferate. Your staff does not need to use these with new customers, rather your staff should know them when customers use them. HVBJB is one example.
• Accept that no dealership is fully knowledgeable about all features of such a rapidly expanding set of technologies. Have your staff say things like "ooh, another feature I can learn."
• Use the road trips that have been posted to help owners/potential owners see that long distance travel has been successful by many people. Maybe even reproduce route maps that show charging locations, Ford dealership locations along the route, and ways to plan trips.
• Related to the previous point, be sure your staff can show owners how to use the route planner and how it can show charging stations, etc.

Acronym use of terms like HVHBD or whatever the spelling is are ridiculous and they don’t bring people like me over to empathize when I have to continue to look up what you are saying.

I suggest the opposite- do not use acronyms that most people won’t understand. Whenever I see that acronym, Charlie Brown’s mom comes to mind - complete gibberish

 

[Fremont Kid]

Acronym use of terms like HVHBD or whatever the spelling is are ridiculous and they don’t bring people like me over to empathize when I have to continue to look up what you are saying.

I suggest the opposite- do not use acronyms that most people won’t understand. Whenever I see that acronym, Charlie Brown’s mom comes to mind - complete gibberish

I understand your aversion totally! I worked for a company that had way too many acronyms - even acronyms for some acronyms. However, some acronyms w/in the electric vehicle space will persist. I just happen to think dealers will appeal more to customers knowing acronyms that the customers themselves use.
Another Peanuts quote I like to use is from Charlie Brown's sister Alice: "Who's stupid idea was that." I love how Charles Schulz was able to put adult sentiments into children's statements that humorously criticized the world adults created.

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