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DTC Brands & Navigating Consumers’ EV Hesitations

By Michaela Garretson | Nov 21, 2022

Last updated on Dec 6, 2022

What is the biggest hesitation for consumers when considering an electric vehicle purchase? How should dealers start to think differently about marketing EVs to their consumers? Listen in as AJ Detrick, Head of Sales in the US for Swedish automotive brand Polestar, answers these pressing EV questions – and more.


AJ shares
sales techniques, his thoughts on consumer adoption to EVs and his personal experience driving EVs, plus a look at how Polestar’s business model helps them develop interpersonal longevity and relationships.

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In this episode you’ll hear:

  • Benefits of the direct-to-consumer model, and how Polestar has created longevity that contributes to their sales goals
  • How to drive long-term consumer relationships through a focus on retention
  • What your dealership can do to address concerns around consumer hesitations towards EVs
  • The need for educational offerings at your dealership (and how it can help your sales! 😎) plus other tips

AJ has had the opportunity to oversee tremendous sales gains and forecast future growth for Polestar while supervising all sales and retail operations. Previously, he held positions at Volvo Cars North America and has over 15 years of experience in various sectors of the automotive retail industry, such as customer service, fleet and marketing. 

For more about AJ, visit his LinkedIn.

Watch the full episode above or on your favorite podcast streaming site.

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