A couple weeks ago, the CATA hosted its first-ever Chicago Drives Electric program which brought together media, dealer members, policymakers and consumers to provide EV education and spotlight the critical role franchised dealers will play in the adoption of EVs. The CATA partnered with the Midwest Automotive Media Association to bring in national and local media members to hear from independent research firm, Escalent. In addition, every local TV broadcast station came onsite to learn and capture expert interviews and footage. According to Escalent’s 2022 EVForward Dealer DeepDive study, franchised dealers will remain a pivotal part of an EV intender's shopping experience. The DeepDive survey found that 74 percent of respondents prefer to buy an EV at a dealership, rather than from an auto manufacturer or third party. This research proves that the franchise dealership model works just as well for EVs as it does for traditional vehicles, a message the CATA made clear to media, policymakers and consumers. In addition, this next stage of EV adoption will mean getting everyday consumers into mass-market vehicles, and new-car dealerships will be critical to this process.

The following day, the CATA hosted its dealer members for a half-day session to gather EV business strategies and network with a handful of experts. Cars.com opened the morning with a discussion on “Customer Insights and Retail Strategies for the EV Future.” Following, a panel discussion focused on preparing dealers for the EV revolution and strategies on how to make the wisest business decisions to best adapt. A variety of topics were addressed ranging from how dealers can select the right EV charging solution/find efficiencies in the process, own their energy with solar, service considerations around BEVs and ideas for creating new business opportunities/sources of revenue into the future. Experts included Charge Enterprise VP OEM, Dealer and Commercial Development Mark Buzzell; Powering Chicago’s Gina Dooley; PLEMCo CEO Brad Rinehart; and Solar One Director of Commercial Development Michael Stonesifer.

Over the course of the weekend, the event opened to pre-registered consumers to test drive, experience and learn about the latest BEVs, hybrids and plug-in hybrids. Featured brands and vehicles included: Alfa Romeo Tonale; Chrysler Pacifica PHEV; Chevrolet Bolt EV; Chevrolet Bolt EUV; Ford F-150 Lightning; Ford Mustang Mach-E; Ford E-transit; Hyundai IONIQ 5; Hyundai Santa Fe PHEV; Hyundai Tucson PHEV; Hyundai Kona EV; Jeep Grand Cherokee 4xe PHEV; Jeep Wrangler 4xe PHEV; Kia EV6; Volkswagen ID.4; Volvo C40 Recharge; Volvo XC40 Recharge; Volvo XC60 Recharge PHEV; and Volvo XC90 Recharge PHEV.

In addition to putting interested parties behind the wheel of some of the latest EVs, the CATA brought in a variety of experts to help break down the various aspects of EV ownership and tackle complex topics such as range anxiety; at-home charging solutions; on-the-go charging and infrastructure; tax credits and incentives; and where people can begin their search. On-hand experts included Cars.com, Charge Enterprises, ComEd and Powering Chicago.

The event surpassed expectations: the CATA anticipated a range of 750-1,000 attendees. Over the course of the weekend, the event netted 947 total registered drivers and nearly 3,000 in-vehicle experiences, surpassing expectations. The buzz generated from the event carried over to social media; Chicago Drives Electric reached 4.5 million, according to initial results from media measurement firm Meltwater.

“We invited previous Chicago Auto Show ticket purchasers, in the form of one email, to preregister for their preferred date and two-hour timeslot,” said CATA Chairman JC Phelan. “We were shocked to find all the timeslots filled overnight! The response and interest were overwhelming, in a very good way, which is why we’re looking to enhance our indoor EV track at the Chicago Auto Show and incorporate elements of Chicago Drives Electric including consumer education and resources.”

“We’re planning to triple the size of our indoor EV track, adding more brands and vehicles, and building out the surrounding area with educational exhibits and panel discussions featuring industry experts,” said Chicago Auto Show Co-General Manager Jennifer Morand. “All of that rich content will translate well to social media where we’ll take in-person panel discussions and broadcast them live on our Facebook and Instagram channels, create educational Instagram Reels and TikTok videos, and partner with key influencers in the space to take over our social media channels throughout the show.” 

“Chicago Drives Electric validated to us the public’s enthusiasm to further their knowledge about EVs,” continued Morand. “There are many complexities associated with the topic, which is why personal service and education is needed now more than ever, and the Chicagoland new-car dealers are dedicated to assisting consumers in their EV journey.”