GM’s New Call Center is a Bid to Grab EV Market Share
- GM has set up a call centre to answer questions from consumers about battery-powered cars.
- GM is eager to eliminate the lack of EV education as a barrier for owning plug-in vehicles.
- GM says “EV Live” can be used to complement dealers and not replace them.
General Motors and its competitors are rolling out dozens upon dozens of new EVs. Mainstream buyers need to be won over.
To win them over, GM is helping new EV owners and potential buyers understand the quirks and nuances of the tech-heavy vehicles — by directing them to a call center.
GM has a team that is trained to assist electric vehicle owners and shoppers in a bright white room at an old Target in suburban Detroit. They are available for video calls up to 15 hours a days. They are available to help anyone who calls, whether they are familiar with the EV experience or just curious about it.
Specialists move from display to display at “EV Live,” which opened in August. GM has mocked charging stations and parked some EVs including the Chevrolet Bolt, GMC, and GMC. Hummer EV, Brightdrop delivery van.
GM’s specialists do more than help GM buyers. Hoss Hazani, the automaker’s VP of EV ecosystems, stated that the idea is not to be there only to gain future loyalty. According to Hassani, EV Live actually saw a surge of calls from non-GM owners over the Thanksgiving holiday weekend.
“In their moment, in their anxiety, who gave the answer to their questions?” Hassani stated. “Who solved that anxiety?” General Motors.
According to a J.D. Power study on EV considerationAround 30% of those who reject EVs cite a lack information. That leaves consumers on their own — or relying on dealers — for education.
Martin French, Berylls managing director, said, “I believe that the dealer plays as important role in community, in education the customer and representing the brand,”
But swamped dealersThey are already racing to keep up with product and navigate supply shortages and inventory constraints. make the huge investmentsTo handle EVs and keep sales personnel current on the latest charging developments.
EV Live has provided training for dealers ever since its opening.
Hassani stated that the idea is to help dealers, not replace them. He stated that one GM dealer has even planned to install a large display in the showroom for salespeople to beam into the EVLive center for assistance.
GM claims the center is not a sales-focused endeavor, but for now it doesn’t appear that other automakers have this type of thing cooking. GM has now predicted EV profitability by 2025. This may help them get there.
Hassani stated that many people calling in today “are driving someone else’s car right now.” “But three or four years down the line – or even today, when they’re talking to their friends and family about buying an EV – we think we stand a pretty good chance of courting people.”
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