Feature | Electric Avenue
Dealer’s choice Having EV chargers on site at auto dealerships demonstrates that the dealers stand behind the EVs they sell By Maura Keller, EA Contributing Writer As electric vehicles make up an increasingly larger ting to utility upgrades and final commissioning. “What made this project successful was our ability to coordinate segment of sales for auto dealers, it makes business sense for dealers to have EV chargers on site. with the utility early and tailor the installation to meet both operational Not only does it allow them to keep their on-lot EVs needs and branding standards,” Kubick says. “Now, Jack Madden Ford always charged, but it provides an opportunity to is fully equipped to support their growing EV lineup, and they’re better attract new customers and retain existing ones by positioned to serve both sales and service customers in the EV space.” According to Olga Haygood, CEO of S44 Energy, an EV charging softoffering free (or paid) charging. ware company that powers some of the country’s David Kubick, vice president largest EV charging networks, for auto dealers, onof business development at Mavsite EV chargers support key business functions: erick Corp., says installing EV They enable test drives, pre-delivery inspections, chargers at auto dealerships is and service operations for EVs. quickly shifting from a value-add “Chargers can also be used to attract public drivto a necessity. For dealers, it’s ers or offer paid charging, creating potential new all about future readiness. With revenue streams,” Haygood says. “Strategically, it automakers rapidly expanding signals a dealership’s readiness for the EV transition their EV lineups, having the right and helps them meet manufacturer requirements.” charging infrastructure in place For consumers, it’s about confidence and conveis essential for compliance, sernience. vice, and customer satisfaction “Chargers at the dealership demonstrate that the — whether they are “prospective” store is equipped to support EV ownership, from customers or “existing” customeducation and purchase through ongoing service,” ers. Haygood says. “This can ease range anxiety and help “On-premise EV chargers allow David Kubick, vice president of busibuild trust, particularly for first-time EV buyers.” ness development at Maverick Corp. dealerships to prep vehicles for test drives, deliveries, and inventory maintenance,” Kubick says. “They also enhance the customer expe- Embracing challenges rience by offering on-site charging during service Vehicle manufacturers are making a push to an all-electric future, and appointments, which adds a layer of convenience dealerships continue to play a critical role in their delivery and serand loyalty. From the driver’s perspective, visible EV vice model. Auto dealerships are on the front line of electrification as charging infrastructure at a dealership builds con- they work directly with customers to find the best model and charging fidence. It sends a strong message that the dealer solutions for their needs. Most vehicle manufacturers have established is committed to supporting EVs long after the sale, strategies to ensure charging is available at their dealerships. As a which matters to today’s increasingly environmen- result, many auto dealers are required to install charging infrastructure tally conscious buyer.” in order to receive their electric vehicle allotment from the manufacJason Powers, vice president, North America, ADS- turer. TEC Energy, says many dealers offer free charging to According to Michael Bresnahan, director of development at Chacustomers, so the on-site chargers make it attrac- teau Energy Solutions in Atlanta, the challenge for these dealerships is tive for buyers to return to the dealership, again and that EV manufacturers are requiring a specified number of Level 2 and again, once they’ve purchased their vehicle. “And Level 3 EV chargers to be installed at the dealership by a specific year. some dealers even make their on-site chargers avail- However, these dealerships are owned by an individual or owner group able for public use,” Powers says. and the manufacturers do not provide financial support to the dealers Maverick Corp. worked with Jack Madden Ford, to deploy EV charging infrastructure and have charging capability. partnering with them to install EV chargers across Recently, Hendrick Automotive Group selected Chateau Energy Solumultiple dealership locations. The project included tions for deployment of the dealership’s EV charging infrastructure both Level 2 and d-c fast chargers, and Maverick – specifically, a total of nine chargers were installed across Hendrick Corp. managed everything from design and permit- Automotive Group’s three dealership locations. Gwinnett Place Honda 18 ELECTRICAL APPARATUS | AUGUST 2025
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