Consumers Care About Sustainability
It’s easy to think your dealership is “green” when you have a decent inventory of EV models on your lot, and you’ve just installed a couple of Level 2 chargers behind your service area. After all, your OEM is the one spending millions of advertising dollars to promote their EVs and tout their, and by association, your participation in the electric revolution. There’s nothing more for you to do. Your green bona fides are obvious for all to see.
The reality is that your dealership is no more “green” than any other dealership on Main Street. Every OEM is producing EVs, and pretty much every dealership can perform a pre-sale charge to their EV inventory.
Dealerships seeking to gain a competitive edge over the other Main Street dealers will have to convince prospective buyers they are committed to environmental sustainability.
Consumers, especially Millennials and Gen Zers, are becoming purpose-driven consumers – people who choose retailers based on how well they align with their values. According to a recent report published by the IBM Institute for Business Value, in association with the National Retail Federation (NRF), this segment of the buying public represents 44% of consumers across all major product categories. The bottom line is consumers care about sustainability.
One potent way for dealers to establish their commitment to sustainability – and connect with purpose-driven consumers – is to adopt a managed microgrid approach to energy generation (solar), battery storage, and use management at their dealership. And, then promote that commitment in your advertising. Purpose driven consumers will respond regardless of the type of vehicle they are in the market for.
Employees Care Too
Establishing your commitment to sustainability is not all about attracting buyers. Employees want their employer to be in the game, too. It may be easier for your dealership to attract and retain high-quality employees if they know you are not just riding the coattails of your OEM but are “all in” on actively practicing environmental sustainability.
Sprocket Power
Sprocket Power engineers and delivers facility upgrades to commercial businesses that integrate solar, energy storage, EV charging management, facility controls, and complete energy management. To learn how Sprocket Power can help you implement environmental sustainability at your facility, contact Maria Fields at (914) 646-4016, mfields@sprocketpower.com, or Thomas Higgins at (518) 339-2193, thiggins@sprocketpower.com.
