The fact is: E-mobility is the future. With it, the market for used electric vehicles is also growing. Therefore, getting ready for this as a car dealer is a top priority. Training, consulting, and data specialist Promotor is providing more clout in the marketing of used electric cars. In its strategy paper "Marketing Used Electric Vehicles Convincingly," it provides the used car trade with, among other things, seven recommendations for increasing sales of used electric cars. More information on this topic can be found in the Promoter Whitepaper.
The German automotive market, already strained and facing major transformations, has recently been further confronted with the erratic US customs policy. In the used car segment, the trade is particularly struggling with the marketing of used electric vehicles – they often become shelf warmers, sitting in dealerships' yards longer than necessary. "With the right strategy, used electric vehicles can be marketed profitably – if you know how. As recognized professionals in the field of training and consulting, we support the used car trade with accurate tools to put their used electric car business on a solid foundation and generate a profitable area in the dealership. After all, there is no way around new and used BEVs," says Andreas Serra, Managing Director of Promotor, explaining the approach to the challenging situation.
From experts for trade
Against the backdrop of the current used car market, Promotor strategists have now produced a comprehensive white paper specifically for players in the second-hand market. The strategy paper focuses on trends, influencing factors, and opportunities in the used car market, describes the key challenges and to-dos, and provides key recommendations for action: How is the market for battery-electric vehicles (BEVs) developing? What downtimes can be expected? What earnings potential is possible? The Promotor experts also analyze the special position of BEVs in the used car market – especially older electric vehicles with, from today's perspective, less mature battery technology and thus less range – as well as customer skepticism towards electric cars, which is reflected in the increasing number of days they are parked at dealerships. Promotor urges constant monitoring and strategic adjustments on the part of market players as urgently needed.
Seven recommendations for more success with used electric vehicles
To ensure greater success with used electric vehicles in the practical implementation of local car dealerships, Promotor has developed seven recommendations for action and strategies across all processes within the dealership. The recommended solutions are as follows:
1. Target group focus
2. Training of sales staff
3. Test drives as a selling point
4. Return planning
5. Central marketing points
6. Retaining the value of used electric vehicles through multiple use in the car dealership and
7. Using sales arguments around climate change
Get on the road to success
Anyone who wants to get down to business and make their used car business a success factor should approach optimization with the help of Promotor. Depending on individual requirements, Promotor tools such as NetworkInsights used car dealer network analysis, "Used Car Consulting in Retail" and "QuickCheck Used Car Analysis 2.0," a used car sales training for dealership employees, or even the "Training for Junior Managers in Dealerships" training course are available. For each individual dealership, the solutions and products proposed by Promotor for optimizing the used car business are always flexibly tailored to the specific circumstances of each segment, vehicle, mileage, dealership, region, and dealer brand(s). The measures are implemented by Promotor experts with decades of experience in used car management and the sale of used BEVs.
The Promotor white paper also convincingly documents how strategically intelligent, efficient management of used electric vehicles specifically impacts the business success of a manufacturer dealership, using customer examples from owners of medium-sized car dealerships. "Primarily due to the good planning and scalability of used BEVs, our support measures offer the industry a wide range of opportunities and chances for additional profits in economically challenging times – but only if this business is run with the necessary expertise. Seize this opportunity! Promotor supports the industry with in-depth, data-based expertise," summarizes Andreas Serra, Managing Director of Promotor.