The transition towards electric cars is not only a challenge from a manufacturing perspective but also all the way down to dealership interactions. Legacy automakers not only have their hands full with overhauling their production lines but also overhauling the knowledgebase that is their dealer network. With customers deciding to transition towards a new power source, sales staff will be bombarded with never before asked question. They’ll need to know more than enough to help customers diving into the brand new world of electric cars. With the Mustang Mach-E nearing, Ford has decided to provide their dealers with a pocket guide on the car to better acquaint themselves.
Electric car knowledge is still at a low, not only from consumers but also from dealership sales staff. The same people who are actually expected to be the source of answers to skepticism are equally misinformed. This lack of knowledge has been put on display twice now with our calls to multiple Ford dealerships. We proved that staff wasn’t ready for even the most basic questions related to their upcoming electric car. While the second round went better, there was still a lack of information and a lack of confidence in answers given about a car that was only a few months away.
To help alleviate some of the confusion that dealerships might have about the Mustang Mach-E and allow them to be more useful to prospective EV buyers, Ford is providing extra training support. Most recently a document was shared with us specifying itself as a “pocket guide for dealer staff.” The quick roundup looks to answer some questions and point out key features in the car. Below you will find the contents of the aid.
The pocket guide primarily goes over the features of the Mustang Mach-E app available to Ford owners. It also features the very important section regarding charging so that dealers can answer that all-important “where can I charge?” question that will undoubtedly be asked.
Of course, a project like this will be limited to the enthusiasm of dealerships selling the Mustang Mach-E. We have already discussed how the dealership system might be the weakest link in Ford’s (or any other automakers) plan to transition to electric cars. Ford can do all they can to help make the transition towards electric cars, but at the end of the day, the dealership will be where the customer interactions happens, and for the time being, Ford does not have full control of the interaction, though they’re certainly trying with a dedicated online buying process. Still, we hope that a competent dealer will look to sell any and every car they have and will make good use of Ford’s pocket guide and other EV training material.