JD Power released last week an interesting report we cover this week, called the “Driver Interactive Vehicle Experience” (DrIVE) which emphasises a point all of us in the DVN community ought to think about:
“Well-trained dealership staffers who are comfortable with vehicle technologies will continue to be crucial going forward. We need to offer time for them to come back in their own time to be able to spend time talking to somebody that understands the features.”
I am convinced the training of dealers in lighting is a great lever to better sell our technologies. I remember the very positive experiences set makers have done in several shops. Dealerships play a key role in the early stages of ownership. If a dealer doesn’t explain a feature, owners have a higher likelihood of never using it. Features that aren’t activated when a vehicle is delivered sometimes results in owners not knowing they have the technology
The other point I want to emphasise is the importance of advertisement. We have to convince our communication department to introduce lighting in their papers. It’s been done before, as exemplified by this BMW advert from the early 1980s. We can (and must) do it again—now more than ever with today’s advanced and evolving lighting technology.
These points are very important in automotive lighting because the technologies are moving so fast. If we want to succeed in the communication of LED and laser technologies which are now known by most car buyers and drivers, it is important to train the dealers in ADB. This technology, a dream of drivers few years ago, has to be better known. It is wonderful to always drive in high beam without shifting low/high. Tragically, most drivers do not know this technology exists. Let’s fix that!
DVN Editor in Chief