Tesla, BMW & Nissan Stores Top Ranked As Most Helpful To EV Buyers

MAR 4 2019 BY MARK KANE 14

Some brands care much more about customers interested in plug-ins

According to the latest 2019 Pied Piper “PSI® for EVs” U.S. Auto Industry Benchmarking Study, Tesla‘s dealerships (in the case of Tesla there are no dealers but stores/galleries) were ranked highest in terms of being most helpful to customers interested in plug-in electric cars.

Tesla scored 118 points (18 over industry average), which is interesting especially because the brand was last in the general 2018 Pied Piper Prospect Satisfaction Index. Moreover, Tesla intends to close many of its stores, focusing on on-line sales.

“Over the next few months, we will be winding down many of our stores, with a small number of stores in high-traffic locations remaining as galleries, showcases and Tesla information centers.”

The two next brands are BMW (111) and Nissan (107), followed by Volvo (105), Mitsubishi (104) and MINI (102). The brands with lower results are more likely to encounter problems with utilizing the full potential of plug-in models.

The high position of BMW suggests that many plug-in versions of conventional models (even those low range PHEVs) bring some benefits for the future. To some degree, it’s also the case for Volvo.

2019 Pied Piper “PSI for EVs” Industry Benchmarking Study Brand Rankings

“Success selling EVs depends upon many of the same salesperson behaviors that customers find helpful when shopping for traditional automobiles. However, because EVs rely on technology new to many customers, the salesperson must also be able to introduce and explain the operation of EVs and the features and benefits of EV technology.

Compared to the salespeople for other brands, Tesla salespeople were more likely on average to help customers understand garage charging options, or to describe how to use national charging networks. BMW salespeople were more likely to explain EV incentives and rebates, or to mention how vehicle range changes based upon driving conditions. Nissan salespeople were more likely to ask how the vehicle would be used to determine whether the battery range would be adequate, or to describe one-pedal driving convenience.

Included in the study were brands selling Battery Electric Vehicles (BEVs) (Tesla, BMW, Nissan, Jaguar, Chevrolet, Honda, Audi, Hyundai and Kia) or Plug-In Hybrid Electric Vehicles (PHEVs) (Volvo, Mitsubishi, Mini, Chrysler, Toyota, Cadillac, Ford, Mercedes-Benz, Porsche and Subaru). Models were chosen from vehicles promoted on manufacturer websites. Two brands, Audi and Subaru, showed EV models on-line which were not yet present at their dealerships, so dealerships selling those vehicles were only able to accept orders.”

Fran O’Hagan, President and CEO of Pied Piper Management Company LLC said:

“Imagine what it would have been like to sell a gas-powered automobile in the early 1900s. Customers back then were buying their first car, and salespeople would have had to explain the basics, such as how to operate the vehicle or where to find fuel while travelling.” Similarly, industry research today finds that two-thirds of EV customers are first-time EV buyers. “EV sales are growing rapidly, and salespeople today play a critical role helping these new customers understand how EV technology will benefit them,”

Categories: BMW, Mini, Mitsubishi, Nissan, Tesla, Volvo

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14 Comments on "Tesla, BMW & Nissan Stores Top Ranked As Most Helpful To EV Buyers"

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Many thanks to all our dedicated sales associates who achieved this #1 ranking. BTW, we’ve eliminated your bonuses and, in a few weeks, your job.

I watch how a company treats their employees as it is often a good indicator of how it’s employees are going to treat me (the customer). Do you see Google and Apple taking out large swaths of their staff whenever they are looking for a profitable quarter? To be frank, I don’t really know what we are witnessing right now from a TSLA stock viability standpoint, maybe it’s good for the bottom line… but the company is shredding human capital and that turns me off for buying their product, even if it looks cool and goes fast.

Apple just laid off 200 people working on its car project.

BTW, comparing Tesla to Apple & Google isn’t fair at all…those two companies have HUGE MASSIVE PROFITS whereas Tesla has been losing money for a decade and is just now starting to be profitable. The two situations are just so vastly different and if you can’t see that then I don’t know what to tell you.

Apple just move that group to another project.

I don’t think Tesla sales people deserve special thanks for selling EVs as that was pretty much their job. Those jobs are gone now but that’s only a temporary setback until Tesla realizes that the online sales only approach doesn’t really work for cars. Unless it does of course, in which case those sales people were an unnecessary expense.

It is a bit of an experiment. I hope it works because the lowered prices will certainly greatly boost EV adoption.

Yes, this really sucks for those employees. But if this was necessary to push EVs into the mainstream by helping make a 220 mile range great EV for $35K possible….so be it.

So why is Tesla closing most of their stores again?

Didn’t they say it would save them 6% on costs?

I would love to see the internal economic analysis of this move, especially the portion of the spreadsheet that guesstimates how many sales will be lost due to a lack of stores. I’m guessing there’s one heck of an optimistic assumption buried in there.

This move to eliminate store sales worries me simply because we’re talking about cars, not shirts or computer monitors or whatever. Even if your local dealer is a third-rate clown school, at least there’s a physical presence full of people who have a clear incentive not to screw up too badly. That matters a lot to many consumers who are laying out a very large amount of money for a good they hope to live with for years.

As for Nissan — my experience with local Nissan stores was very mixed. The one I got my two Leafs from was at best a C grade; others were laughably dreadful.

Nissan stores helpful with EV’s ⁉️

Hilarious ‼️

Important to note that this only denotes “better than the industry average” which is a pretty low bar….

All I know is besides to typical Chevrolet dealers, Nissan is absolutely horrible. And once Carlos Ghosn was sacked, the inventory in North America went eventually to zero.

78% of sales are already online and I read that employees at some stores actually were recommending ICE vehicles instead of the Tesla’s there suppose to be selling. So at least stores at received negative feedback from customers should let those employees go.

Cool story bro.

That’s just hearsay.

Nothing to take seriously.