Chevrolet is stepping up its commitment to electric vehicles (EVs) with a new initiative called “The Chevrolet Experience.” The new hands-on training program aims to equip employees at more than 7,000 GM dealerships across five major U.S. cities with the knowledge and confidence to better understand and sell EVs. The new initiative is part of General Motors’ broader strategy to electrify its entire light-duty vehicle lineup by 2035.
The program covers key topics such as battery range, vehicle value, and charging infrastructure, while addressing common misconceptions about EVs. Dealership employees are also given real-world driving opportunities with both a fleet of Chevy EVs and competitor models.
Early feedback from participating dealers indicates significant improvements, with GM reporting an average 48-percentage-point increase in salesperson confidence when discussing EVs after completing the program. Some dealerships have already seen a boost in EV sales, attributing the increase to enhanced employee understanding and engagement.
Earlier this year, GM President Mark Reuss emphasized the importance of dealers in the transition to EVs, calling dealers “the best entrepreneurs I’ve ever met in any business.” Reuss also highlighted the potential for dealers to profit, not only through EV sales, but also in EV servicing. While EVs are mechanically simpler than equivalent internal combustion engine (ICE) vehicles, Reuss stated that EVs still require regular maintenance and repairs, creating ongoing revenue opportunities in the process.
Despite this, dealers must make substantial upfront investments in order to support the shift to EVs. These investments include the installation of EV chargers, the acquisition of specialized tools, and other EV-related upgrades. Reports indicate that these investments can cost between $120,000 and $200,000, leading some dealers to question the longterm viability of GM’s electrification strategy. Some dealers have even opted for a buyout deal, rather than transitioning to sell EVs.
Indeed, the ongoing EV transition isn’t without its headwinds, as automakers must navigate changes in consumer demand, as well as changes in the regulatory landscape.
Comments
I want some of what Mary and Mark are smoking. They are completely out of touch with reality.
Great idea, but too little, way too late. As I keep saying, GM has a major and troubling EV obsession that will kill them.
GM would be better off doing an online video training series. Salespeople need to be able to review the information as needed. Instead of cramming way too much information into a 6 or 7 hour training session. Dealers don’t want to pay for hotel rooms. So, salespeople leave home at 3 or 4 am to get to a training event in another city. Our brains are fried by lunchtime. The afternoon sessions are spent trying to stay awake. 24 hours later, salespeople don’t remember anything.
I would love to see leaked video during one of these sessions about GM’s idea of “common misconceptions” about EVs. Basically, what they’re doing is better equipping their dealers to make EVs sound better, and trying to pitch it as an investment in their employees’ success. And they still haven’t figured out the solution is to stop trying to make EVs something new, but to make them something old, but with a different power source. Count me out. There is a long way to go.
What the consumer wants now is HEVs and PHEVs… and GM is missing the boat with their EV obsession.
This was a badly needed, but six months ago. I was shopping for an EV last summer, just as Chevy announced its crossover EV; went to two dlrs; no inventory or one vehicle just delivered; slsmn knew nothing; if ordered, delivery was 2-3 mos away; unsure of pricing.
I leased a VW ID.4 (wonderful vehicle) in a pleasant and prompt experience. GM is on track to get its dlr sales force up to speed just as $7,500 EV incentive is eliminated by Trump & Musk.
Wow, I cannot believe that after 8 years since gm had released the Bolt for sale that gm is finally getting around to giving their dealers the Kool-aide needed to sell these vehicles.
Having recently purchased my 4th gm EV, a 2024 Equinox EV I could confirm that not one time during any of my purchase transactions that any of the sales personnel were familiar with gm’s EV offerings. Don’t get me wrong they were all good, friendly people but they really weren’t enthusiastic about selling EV’s.
Matter-of-fact, I first learned everything I needed to make my decision to purchase my first EV, a 2019 Bolt, from a gentleman’s YouTube blog named “News Coulomb”. He lives in California and discusses the states EV charging network. Naturally he also talked about his 2017 Bolt, which by the way now has just over 184,000 miles on the odometer.