Automotive News Canada - November 2019 - 17

* N O V E M B E R 2 019

EV adoption: N.S. dealership looks to lead
Even without provincial
rebates for electrics,
Dartmouth-based store
is positioning itself by
starting the conversation
with customers

NOVEMBER BEST PRACTICES
SPOTLIGHT

By STEPHANIE WALLCRAFT
TORONTO CORRESPONDENT

NO ELECTRIC-VEHICLE SUBSIDIES
exist in Nova Scotia, and even with federal rebates of up to $5,000, investing in
infrastructure and educating staff and
consumers can seem a low-value proposition for dealers.
Steele Chevrolet-Buick-GMCCadillac in Dartmouth, N.S., sells two
to three EVs a month, but it is finding
opportunities to be viewed as a regional leader in the space and is beginning
to reap benefits from building relationships with customers.
"We realize that it's still early in the
game for broad adoption of EVs, but
collectively we have made the decision
to lean in and be a leader in Atlantic
Canada," Peter Porteous, vice-president
of business development for Steele Auto
Group, told Automotive News Canada.
"Education is critical at this early
stage of EV adoption. Consumers are
craving information as they research
the technology, the charging infrastructure and the growing brand and model
options."
"Most customers, even most of the
public that we talk to, are scared to
death or very misinformed on what
an electric vehicle is," said Colin
Jamieson, the dealership's general man-

Public education is "critical" at the
early stage of EV adoption, says
Peter Porteous, vice-president of
business development for Steele
Auto Group. The goal is to become
top of mind for customers as EV
adoption ramps up.
PHOTO: STEELE AUTO GROUP

ager. "They either feel that it's chintzy,
it's too expensive, it has a short range,
it's going to drive funny or something
weird is going to happen."
When those doubts come up, invested sales staff are able to step in and play
a key role in educating customers. Steve
Murphy, a sales representative at the
store, has earned a reputation as an EV
advocate within the dealership group
thanks to his personal passion for electrified vehicles.
"I talk about it all the time, even for
people that come in [looking] at a Cruze.
'Let me show you this Bolt!'" Murphy
said. "Even if I only spent five minutes
talking about it and they left the dealership with the car that they wanted to get
when they came in, at least they were a
little bit more informed on what electric
vehicles are."

Staff rewards with meaning
CONTINUED FROM PA GE 16

"In (one employee's) case
... he really likes mushroom
soup," said Hargrave while
explaining the thought process
behind giving a well-performing technician a case of soup
as a reward for hitting targets.
"We have a firm belief that
rewards should be tangible.
"A gift is always better if it
has some significance or meaning."

RECOGNIZING AN EMPLOYEE
OF THE MONTH
Susan Gubasta, CEO of
Mississauga Toyota, said that
when she surveyed her staff
about what they wanted most
from management, they said
that they wanted to be acknowledged. That led the dealership
to establish an employee of the
month program.
"Every month, at 11 a.m. on
a certain day, we call all the
staff to the showroom," she
said. "What are the costs? A
couple hundred dollars. We do
up gift certificates for them, we
do up certificates that they can
put in their office. They love it
because they're acknowledged
in front of their peers."

ESTABLISH REFERRAL PROGRAM
Steve Chipman, president
and CEO of Birchwood Auto
Group in Winnipeg, said paying
bonuses to employees for refer-

them participate in public events has
been an important factor in the growth
of the electric vehicle movement,"
Bernardin said.
To certify a dealership for electric-vehicle sales, General Motors
requires technician training programs
and the installation of Level 2 (240-volt
Murphy took the extra step of
AC) charging stations. Steele has gone
becoming a member of the Electric
further by installing more Level 2 staVehicle Association of Atlantic Canada, tions than required and the store got
attending monthly meetings and worka Level 3 (480-volt DC) charger, which
ing with its members on organizing
cost about $25,000 to purchase and
local consumer education
install.
and hands-on driving events.
"It's a fairly expensive
"We started doing a couinvestment, but because
ple of afternoon events
we've been doing this for
where we would supply a
a while now, we're getting
vehicle," Murphy said. "We
a lot of customers that are
did a home show event in
coming [for it]," Jamieson
the spring, and we took out a
said.
Bolt and put it into a display
"When we do service
with Nova Scotia Power. I
work [on EVs], we actually
was out there for two days. I
get to give [customers] a free
wasn't trying to sell a car; I
tank of electricity. And other
was just answering people's
people coming in are seeWith
greater
questions.
ing these charging stations,
consumer
"As it turned out, I got
and it's allowing them to ask
education, says
a couple of sales from just
questions, [such as] can I see
Steele
GM
sales
talking to people."
an EV, can I drive one?"
rep Steve Murphy,
While EV adoption in
While seeing return on
electric vehicles
the Maritime provinces is
these initiatives is a long
almost sell
in its infancy relative to
game, Jamieson said that
themselves.
hotbed markets that have
this work is already putting
PHOTO: STEELE
hefty provincial rebates,
AUTO GROUP
Steele GM front of mind for
such as Quebec and British
consumers as the market
Columbia, Jeremie Bernardin, presiprepares for wider adoption of EVs.
dent of the Electric Vehicle Association
"It's going to happen very fast,"
of Atlantic Canada, says that Steele GM Jamieson said. "This is really coming
has made inroads among his members
at us like a freight train. It's almost like
in Nova Scotia by taking extra steps to
we're aging in dog years.
be viewed as a leader in the space.
"It's either get in front of the wave
"Coming out to our meetings, offeror get crushed by it when it eventually
ing up their boardroom, and seeing
comes rolling down on us." - ANC

AUTOMOTIVE NEWS CANADA

rals has been his best source for
hires.
"We've got folks who know
other top performers and they
want to work
with them,"
Chipman
said.
"Technicians
in particular have
been very
good that
way. There's
a bonus after initial employment, six months, and then
a year.

HAVING FUN
Opportunities to socialize with colleagues can make
all the difference. Chipman's
group organizes an annual auction event called the Birchwood
Bucks Auction. Employees
who go above and beyond earn
Birchwood Bucks that they use
to bid on prizes during a party
at the end of each November.
"We bring in the auction
guys, and we have three auctions going at the same time,"
Chipman said.
"We're getting all these
people in a room ... walking
around and talking to each
other, different techs from
different stores or salespeople, just mingling. We've got
a band going, and there's pop
and some pizza and wings. It's
just a fun night." - ANC

http://www.quorumdms.com

Automotive News Canada - November 2019

Table of Contents for the Digital Edition of Automotive News Canada - November 2019