OEM’s Competitive Advantage

Tesla just had its best week since May 2013. A strong Q4 and 2M vehicle production target bounced shares 33%, reclaiming some of the losses in the last six months.

Other OEMs are taking note of Tesla's success and applying what they've learned. 

• Many, like Honda, are moving toward at least partial online sales.
• Some, like Ford, offer dealers an opt-in investment to be "EV-Certified," or wait until a later opportunity to buy in.
• While others, like General Motors, tell brand dealers to buy in or move on. 

Why change so much so quickly? The growing interest in EVs has accelerated the pace at which dealers and OEMs will need new training, in-store tech, and strategies. 

‍NADA Chairmen Geoffrey Pohanka said in his opening address to the industry that OEM - Dealer success is intertwined now more than ever. We don't always agree on how to do that," said Pohanka. Adding, "OEMs often don't understand how complex it is to sell a car…. Sometimes we have to remind our legacy OEMs that dealers are their competitive advantage."