Tesla dealerships were ranked highest in the newly released 2019 Pied Piper PSI for EVs U.S. auto industry benchmarking study, which measured treatment of electric vehicle (EV) shoppers. BMW and Nissan dealerships were ranked second and third, respectively. For 13 years, Pied Piper has used the Prospect Satisfaction Index (PSI) process, which ties mystery shopping measurement and scoring to industry sales success to measure how effectively dealerships help shoppers become buyers. For 2019, Pied Piper applied the same approach to create PSI for EVs to measure how effectively each EV brand’s retailers help customers who visit a dealership.
Successfully selling EVs depends upon many of the same salesperson behaviors that customers find helpful when shopping for traditional automobiles. However, because EVs rely on technology new to many customers, the salesperson must also be able to introduce and explain the operation of EVs and the features and benefits of EV technology.