Volkswagen is making significant strides in the electric vehicle (EV) market, and a crucial part of this journey is ensuring its dealerships are fully equipped for this transition. Through strategic programs, Volkswagen is investing heavily in its dealership network, preparing them to become centers of excellence for EV sales, service, and customer experience. This commitment is underscored by the growing popularity of models like the Volkswagen ID.4, signaling a strong consumer appetite for Volkswagen electric cars.
Volkswagen’s Network Readiness Co-Op Program: Building a Robust EV Infrastructure
Recognizing the pivotal role of dealerships in the EV revolution, Volkswagen of America launched the Network Readiness Co-Op Program, a substantial $20 million investment. This program is designed to empower Volkswagen’s extensive network of over 600 dealerships across the nation, transforming them into regional hubs for all things EV. The primary focus is on building a strong foundation to support the increasing demand for electric vehicles, such as the ID.4 SUV, and future Volkswagen electric models.
This comprehensive program targets several key areas within dealerships:
- Upgraded Service Centers: EVs require specialized service facilities and expertise. The program supports dealerships in upgrading their service centers to handle the unique maintenance and repair needs of electric vehicles. This includes investing in specialized tools and equipment necessary for EV servicing.
- High-Capacity Charging Infrastructure: A fundamental aspect of EV adoption is accessible charging. Volkswagen’s program assists dealerships in installing high-capacity chargers on-site. This not only supports dealership operations but also provides a valuable charging resource for customers and the local community, enhancing the overall EV ecosystem.
- Digital Tools and Resources: The EV customer journey is often digitally driven. The program encourages the adoption of digital tools and platforms within dealerships to streamline sales processes, enhance customer engagement, and provide seamless online and offline experiences for EV buyers.
- Technician Training: Servicing EVs requires a specialized skillset. A core component of the Network Readiness Co-Op Program is extensive technician training. Volkswagen is committed to ensuring that dealership technicians are proficient in EV diagnostics, maintenance, and repair, providing customers with expert service and support.
The initial results of this program are already impressive. Volkswagen dealerships have collectively added a significant 23,490 kW of charging capacity, demonstrating a tangible increase in EV infrastructure across the country. Furthermore, over 1,260 service technicians have undergone specialized EV training, significantly boosting the expertise within the Volkswagen service network. To further enhance the customer experience, dealerships have also implemented dedicated EV Specialists, ensuring knowledgeable staff are available to guide customers through the EV purchasing and ownership journey.
Investing in Expertise: The EV Technician Retention Program
Complementing the infrastructure investments, Volkswagen has also launched a dedicated EV Technician Retention Program. This initiative directly addresses the critical need for skilled technicians in the rapidly evolving EV landscape. The program is designed to support dealers in three key areas:
- Boosting Training: Beyond the initial training provided in the Co-Op Program, the Retention Program encourages continuous learning and upskilling for technicians. It supports technicians in gaining advanced certifications and staying ahead of the curve in EV technology.
- Incentivizing Skilled Technicians: Recognizing the value of skilled technicians, the program provides financial incentives. Participating dealers and Volkswagen can reward technicians with a retention bonus of $2,000 per year. This financial incentive encourages experienced technicians to specialize in EVs and remain within the Volkswagen network.
- Attracting New Talent: The EV sector is attracting a new generation of technicians passionate about cutting-edge technology. The Retention Program, combined with Volkswagen’s overall commitment to EVs, helps dealerships attract and recruit talented individuals eager to work with electric vehicles.
By investing in its technicians, Volkswagen is ensuring that its dealerships have the expertise to confidently service and support the growing fleet of Volkswagen electric cars. This commitment to technical excellence is crucial for building customer trust and long-term satisfaction in the EV market.
Consumer Enthusiasm and Volkswagen’s Electric Future
The Volkswagen ID.4’s success in the market provides strong validation for these programs. As one of Volkswagen of America’s fastest-selling vehicles, the ID.4 has garnered significant consumer interest, with over 15,000 cars sold and more than 40,000 gross reservations since its launch in March 2021. Notably, a significant majority, over 85%, of ID.4 buyers have opted for the 3-year unlimited charging offer at Electrify America stations, demonstrating the appeal of convenient public charging. To date, ID.4 drivers have already utilized Electrify America stations to charge over 22 million miles, highlighting the real-world usage and growing adoption of Volkswagen EVs.
Looking ahead, Volkswagen is further solidifying its commitment to electric mobility by preparing its Chattanooga, Tennessee facilities for the localized production of the ID.4 in 2022. This move will not only streamline production and supply chains but also underscores Volkswagen’s long-term vision for electric vehicle manufacturing in America.
Through strategic programs focused on dealership readiness and technician expertise, coupled with compelling electric vehicles like the ID.4, Volkswagen is positioning itself as a leader in the electric vehicle revolution. These initiatives demonstrate a holistic approach to EV adoption, ensuring that both the infrastructure and the expertise are in place to support a seamless and positive transition for consumers into the world of Volkswagen electric cars.
