Pub. 16 2017-2018 Issue 3

N E W J E R S E Y C O A L I T I O N O F A U T O M O T I V E R E T A I L E R S 23 new jersey auto retailer W W W . N J C A R . O R G The platform consists of three key components: Commitment by dealers, support resources, and promotion. Dealers commit to meeting industry wide standards of best practice. In return, the Program provides training, tools and expertise to certified e-Star dealers. Ride and drive events, sponsored by e-Star partner orga- nizations, as well as an online shopping assistant, built around the distinct needs of electric car customers, funnel brand-targeted leads to e-Star dealers. The tool provides a kind of “permanent EV car show,” guiding car shoppers through the many decisions they will need to make along their journey to owning an EV. It then delivers informed customers to competent dealers equipped to facilitate the sale, thereby shortening the sales cycle. Sales staff designated by e-Star dealers attend a 4-hour EV training session conducted by trained EV sales experts at a central off-site facility. The training supplements factory training, extending beyond model-specific topics to cover information relevant to EVs as a vehicle category. It also delves into areas often overlooked or only touched on elsewhere. Amix of lecture and group discussion covers a range of topics, including: • Government EV Incentives • At-Home Charging • Utility Rates and Programs • Charging Networks • Selling the Value of Electric Driving • EV Sales Best Practices • Using the EV Dealer Information Portal Participants learn how various incentives and benefits come together to cumulatively create compelling value and the most effective messages for closing a sale. Attendees further share their own experiences and learn from the collective wisdom in the room. They leave the session furnished with a training binder to take back to the dealership for reference as needed. They also get highly-informed and discerning set of customers. These early adopters seek competent counsel to navigate a more complicated purchase decision. Dealers face new questions covering entirely new topics, from proper charging equipment, government incen- tives and electricity rates to home installation costs. As automakers introduce more EVs to their line-ups, dealers have an opportunity to add value for customers and reap rewards in the process. Yet finding quality and effective programs to prepare their stores for EV sales can be challenging. Automaker programs are often model-specific, omit or skim over potentially influential government, utility and regional incentives or overlook many of the core challenges dealers face. Other third-party programs rely on outsiders with little or no retail automotive or EV experience. Yet others focus narrowly on a single incentive program or focus exclusively on dealer training. All of these approaches fall short of the bigger challenge facing dealers when selling EVs. e-Star: Facilitating EV sales To address these challenges, NJ CAR has partnered with ChargEVC and Plug In America to bring the “e-Star” EV Cer- tification Program to New Jersey dealers. Plug In America is a consumer-driven national nonprofit that advocates for widespread adoption of electric vehicles. ChargEVC is a nonprofit coalition supporting the adoption of EVs in New Jersey. Both organizations see increasing vehicle electrification as central to ensuring Ameri- ca’s energy security and prosperity while improving public health and stemming the worst effects of climate-changing pollution. The e-Star Dealer Certification Program builds on the success of San Diego and Boston area pilots, providing dealers with access to EV-intensive training, online tools and promotional support. The goal is to build competency in EV sales, lower the burdens that electrics can create for dealers and improve the customer experience while rewarding dealers for their extra efforts. A program for consumers and dealers The e-Star EV Certification Program is unique in that it was de- signed by dealers for dealers through the active contributions of Plug In America's Dealer Advisory Committee, itself comprised of some of the nation's top EV sales experts. The e-Star Program provides a brand-neutral platform through which stakeholders can combine efforts to speed EV adoption in their communities. CAR MANDATES  continued on page 24