What made Devonshire Motors deserve the EV Advocate of the Year Award

A dedication to education and support for consumers coming to consider electric cars for the first time was among the elements which impressed the AM Awards judges sufficiently to hand Devonshire Motors the inaugural trophy for EV Advocate of the Year.

The AM Awards judges were hugely impressed by Devonshire Motors’ commitment to fostering a future-proof business model that embraces the shift to zero-tailpipe emissions and positions itself as a leader in electric vehicle (EV) retailing.

Hyundai franchised dealership Devonshire Motors has shown exceptional advocacy for EVs, particularly through its sales strategies and customer engagement which has paid off in terms of superb commercial performance.

Devonshire Motors has an impressive EV weight-of-sale, reaching 34% in its second year with Hyundai, the highest of any Hyundai retailer at the time. 

Since January, it is maintaining a strong EV sales rate of 36%.

The business, headed by managing director Nathan Tomlinson (pictured centre, receiving the award from sponsor Black Horse's Tim Smith, right), has achieved this by implementing novel methods to introduce customers to EVs, such as using EVs as loan cars during aftersales servicing which allows customers to experience EVs without sales pressure.

It has also incentivised its sales team to offer EV test drives, regardless of the sale outcome.

Marketing initiatives are imaginative and effective with its ‘EV Easy’ campaign promoting the Hyundai EV range across various channels, and featuring the offer of a free home charge point with every new car bought. It also runs an annual EV sales event with unique offers on electric vehicles.

In terms of post-purchase support, Devonshire Motors ensures its people are well-versed in EV technology by encouraging personal use of electric vehicles as company cars.

This focus on workforce development has allowed the business to build a knowledgeable team that understands EV technology and customer concerns and one capable of provide practical guidance and long-term support to customers throughout the lifetime of their ownership.

Hyundai has already recognised its excellence in EV advocacy and has chosen Devonshire Motors as the winner of its Future Mobility Retailer of the Year award.

Future plans for EV advocacy include working with a training provider to add a bespoke EV module to its Excellence Academy, enhancing its team’s expertise alongside Hyundai’s OEM training.

In terms of infrastructure, Devonshire Motors plans to make two of its six charge points publicly available, attracting more EV owners to their site.

Hyundai has also proposed Devonshire Motors as a potential location for a sponsored rapid charging hub which would greatly benefit the local community if supported by the local council.

When it comes to digital engagement, the business has launched its BOT 3000 ‘Dimby,’ an AI-powered website assistant to drive EV learning and leads and a new website concept to offer EV services. Both represent outstanding initiatives that aim to further establish Devonshire Motors as a leader in EV technology and customer support.

Finalists:

• Devonshire Motors
• Ezoo
• Luscombe's Leeds
• Nissan Motor GB
• Volkswagen Group UK

Read more about all the AM Awards winners in our special digital magazine, here.