Op-Ed: Is the US Dealership Sales Force Prepared To Sell EVs?

JUN 20 2013 BY MARK HOVIS 20

Well that is the question that Elon Musk is wagering. Almost everyone in the EV community would argue that Musk is right. Auto dealers will argue that the customer needs protection. The premise of this article is to ask if there are equal possibilities for that protection on both sides, in other words is Elon Musk correct? There are many tales of not what can go wrong but what did go wrong in the sales process.

Tesla's Dealership In Massachusetts Which Opened In September Amidst Dealer Association Protests, Remains Open Today

Tesla’s Dealership In Massachusetts Which Opened In September Amidst Dealer Association Protests, Remains Open Today

Truth sometimes stranger than fiction

I will kick this off with my personal experience of why Mr. Musk and Tesla Motors might be correct in their assessment of selling EVs direct in NC. I reside in NC and could not wait to join the EV revolution.

I decided to purchase a Chevy Volt as soon as it was available and followed the delivery schedules closely. I kept in regular contact with my local dealership on their delivery. Upon receiving their first Volt allocation I called to place my order at MSRP. The salesman said that he could not sale the car to me. I insisted on speaking to the manager and was given the same story.

When I asked how much over MSRP it was going to cost me he told me that he could not say. To that I replied “Let me get this straight, not only will you not sell me a Volt at MSRP, you actually refuse to sell me the car at all?”  The manager replied that since they had only received one Volt he just wanted to hold on awhile to find out what the market would bear. Wow!   

Not all dealerships are dirty

I immediately called one of the larger GM dealers in the state and asked if they would sell me a Volt at MSRP to which they replied “of course,” and I made my purchase. I would like to add that in my 18 months of ownership of my Volt my service experience on a scale of 1 to 10  has been a perfect 10.  I personally feel that Tesla will have a difficult time matching the quality of service available today through dealerships, but as a North Carolinian I feel Tesla has the American right to prove it! I must add that I knew more about the Volt than the salesman which puts the EV at an unfair advantage as Tesla suggests. This is my own personal experience with purchasing my first EV.


Just the fact mam

Just the facts mam

So are there tales to be told of both good and bad EV sales experiences? How many salespersons were up to speed on EVs? Did you know more than the salesperson? Did they show you things you were not aware of? Could they explain true cost of ownership?  Did they try and talk you into an ICE? Was their EV prominently displayed? Is Tesla Motors warranted in their argument? No name calling please and just the facts. 

Categories: General, Tesla


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20 Comments on "Op-Ed: Is the US Dealership Sales Force Prepared To Sell EVs?"

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Error in title: should be “sell EVs”, not “sale EVs”… unless of course you are referring to whether they are ready to put them on sale at a price below MSRP 🙂

Fortunately, I am omnipresent on the site and never require sleep…so I can fix that straight away, lol.

/thanks John

It sounds right if you have a strong southern drawl… 🙂

“The salesman said that he could not sale the car to me.”

same problem

My volt experience was not unique either. I went to a Chevy dealership in Woonsocket, RI and was greeted by the owner. He said quite matter of factly that I would never ever get the $7000 rebate. “No one does” is what he said or something close to that.

He showed no interest in showing, demonstrating or selling a volt. I’m not surprised if that is the prevailing attitude, that sales are doing as poorly as they are.

I do believe there is a price premium for the Volt but hey, whatever happened to at least try to get in step with the customer. I gave ever indication I really wanted to buy a volt and left thinking I would never buy ANY car from that place.

I haven’t purchased an EV yet, but I can say that the prices seem best near the big cities. For example, near Chicago, high-end Volts are advertised on AutoTrader about $7.5K below MSRP. A hundred miles farther from Chicago, the best you’ll see is about $4.5K below MSRP.

I’d be happy to drive an extra hundred miles to save $3K.

I drove nearly 400 miles to get my Volt. True they were not being sold in AR in mid 2011, but I paid less than invoice for my Volt. In Arkansas, it was not until March 2012 that Volts were found under MSRP.

I asked for a Volt, I was shown a Volt and I bought a Volt. No effort was made to sell me something else. A Volt was on display in the showroom, although I didn’t see it until I went in to fill out the paperwork. I did have to pay MSRP, though.

(You could use some proof reading. In the headline it should say “prepare to sell EVs”. Also, it is “market would bear”, not “bare”. Wagering is not something you usually do with a question, either.)

Back in 2000 when I stubbornly wanted my first Prius, the Toyota dealer told me “you know it is only a 1500 cc”, proving he didn’t get the interest of the whole system, but I got it as I wanted.

Mine was great,
However what I see elsewhere – It depends on the particular sales guy.

A worrying trend is sales people selling bananas one week, next week fridges and appliances and then new ev cars.
This wouldn’t be a problem if they at least took some interest in the product they are selling and took the time to learn about the best fit for a customer needs.

I’m afraid in Non EV only dealerships, sales people gravitate to the easier sell – which is usually not the EV. & That’s sad!

That’s why Tesla way of selling is a more positive and productive approach vs the get them in to see a Volt and then slip them over into a Cruze = naughty lazy sales people.

At the time I liked the go to market strategy of this dealer:


Was it a marketing puff piece and the sales were really the result of a natural competitive advantage of the location, or instead did they have a specific strategy that has sustained excellent sales to this day?

Here’s the answers. My purchase was thru Chapman Tempe, AZ:

“How many salespersons were up to speed on EVs?”

–I dealt thru the internet sales manager and her assistant. I never just walk in the front door. The 2 I dealt with were pretty decent….and somewhat knowlegable

“Did you know more than the salesperson?”

“Did they show you things you were not aware of?”

—-yes. she had a class on the Volt and knew where the buttons were and I didn’t

“Could they explain true cost of ownership?”

—-the subject was never brought up, so I don’t know,

“Did they try and talk you into an ICE? ”


“Was their EV prominently displayed?”

–no, the first time they brought one out it was unwashed and uncharged.

” Is Tesla Motors warranted in their argument?”


Good article Mark.

I don’t know what the earlier posters are talking about relative to grammar and spelling.

Maybe there’s some “behind the scenes guy” that stays up all night fixing small errors.


When I picked up my i-MiEV, the salesperson started right off with all the disadvantages of EVs. While this is the right way to go — to let people know the limitations — it could also turn off people from EVs.

Once he knew that I understood the limitations and that my lifestyle and driving distance was perfect for an EV, he had no problem selling me one. The salesperson was very forthcoming and knowledgeable, making my trust in him and his ability to sell EVs strong.

Of note, only one salesperson was “certified” to sell the i-MiEV. I think that might be what Elon’s getting at. By having one person be the point of contact, versus another 5-10 other salespeople who aren’t trained, the EV has no chance of selling at the same rates that ICE vehicles do.

Chalk me up to two horrible experiences and two mediocre ones. We looked for an orphaned Leaf pretty soon after they were out. The first dealer wanted $10K over invoice, which was nuts, and that car sat on the lot for months. The next experience was okay, and Nissan does, or did, at least, have a Leaf specialist. Did the specialist know as much about the car or EV’s in general, no, but I think most of us early adopters were pretty educated. So Leaf purchase was typical dealer BS, but went as well as you could expect a car deal going. Next, I was going to lease a Volt. Looked around, got a quote from every dealer in Phoenix through email before I ever stepped foot on a lot. I had test driven one at an event, so all I wanted was paperwork drawn up and walk out the door. Of course, the numbers were all wrong when I got there, my payments $50/mo higher than they were supposed to be, and I spent four hours at the dealer getting it all fixed. Plus, they knew less than nothing about the Volt, and it was painfully obvious that they… Read more »

If I were GM, I would not tolerate the lack of competence from many of the dealers that don’t try to sell the Volts on their lots or outright refuse to even be a Volt authorized dealer.