Poor Dealer Training on Advanced In-Vehicle Technology Leads to Poor Consumer Experience

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Report Summary:

Strategy Analytics interviewed sales floor representatives for 5 automakers to study how dealers are educated about the functionality of new safety and infotainment systems, and how that information is passed on to the consumer.  Dealers tend to be unhappy with virtual tutorials provided by OEMs, which are often heavy on specifications and light on information customers care about.  When dealers are provided with more guided hands-on experiences with new systems, the sales staff tends to be more confident and prepared to deal with their customers’ questions.  However customers still return to the dealer in high numbers within a month after the sale, often due to confusion with a connected infotainment feature.

Table of Contents

1.  Executive Summary
2.  Introduction
3.  From Automaker to Dealer
4.  From Dealer to Consumer
5.  Customer Comebacks
6.  Conclusions
7.  Contact the author of this report

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