THE RIGHT FIT

Just like sedans and crossovers suit different lifestyles and customer uses, battery-electric vehicles are better suited for certain customers and their needs. The best way to understand whether the electric-vehicle lifestyle is right for your customer is to consult with them on their lifestyle, preferences and overall EV readiness.

EV READINESS: THE NEED-TO-KNOW DETAILS

RANGE
According to AAA, EV owners drive an average of 39 miles per day.

What does your customer's daily commute look like?

  • It is critical that you understand your customer's daily driving habits, typical destinations and round-trip mileage for their commute
  • Ask questions about your customer's "busiest" day to ensure you've accounted for even their longest driving scenarios

Does your customer frequently go on longer drives — such as road trips?

  • In addition to your customer's daily driving habits, you should also understand other scenarios in which range may be a factor
  • If your customer does like to take longer trips, note that the MX-30 Elite Access Loaner Program may offer the customer the freedom they seek to travel to far-off places from time-to-time
CHARGING
According to J.D. Power, 80% of EV charging is done at home.

Where does your customer live — in an apartment, condo or single- family home?

  • The most convenient way to charge an electric vehicle is at home, so your customer's living situation is a key element of EV readiness
  • Review EV home-charging options (e.g., Level 1 and Level 2) in the context of your customer's unique living situation

Is your customer open to spending time at public charging stations?

  • While electric vehicles are commonly charged at home, knowing that public charging stations are readily available can build confidence in owning an electric vehicle
  • Customers may not be aware of charging stations in their area. Use the ChargePoint app to explore charging stations near their home/office and build value in their convenient locations

ADDRESSING RANGE OBJECTIONS

Some customers may have concerns or questions about MX-30 EV's range. In such cases, it is important to be prepared to have informed conversations about range that build value in Mazda's approach.

  1. Pair the right customer — During the needs assessment, ensure you're asking the right questions to help identify if MX-30 EV is a good fit. Visit the Ultimate Mazda Experience (UMX) portal for good Needs Assessment questions.
  2. Be honest about limitations — MX-30 EV's range may be shorter, but the smaller battery size comes with significant advantages. Build value in the Mazda-unique design, features, technology and driving experience versus the "battery-on-wheels" approach that some other manufacturers take.
  3. Build confidence in charging infrastructure — With a variety of home and public charging options readily accessible, a shorter range is not a limitation for everyday driving needs.
  4. Explain the MX-30 Elite Access Loaner Program — For customers who enjoy occasional road trips, this special perk can help make MX-30 EV's range less of a concern.

WHAT IF MX-30 EV IS NOT THE RIGHT FIT?

Range is a critical topic for prospective EV buyers, and some may decide that MX-30 EV is not the right fit for them simply due to its range — and that's OK.

  • Don't be discouraged from selling MX-30 EV. Even if MX-30 EV is not the right fit, demonstrating value in MX-30 EV and Mazda's approach to electrification will ensure customers walk away with a deeper appreciation for Mazda
  • Continue to build a relationship with your customer. Other vehicles in the Mazda family (now or in the future) may better support their needs and lifestyle

QUESTIONS?
Contact us at focalpointfeedback@mazdausa.com

QUESTIONS? Contact us at focalpointfeedback@mazdausa.com