GS69

Lexus Adds Tech Specialists to Dealerships

Safety advocates aren’t the only ones concerned about all the technology that’s going into cars these days. Automakers and car dealers are quietly worried, too, but not entirely due to driver distraction.

They’re uneasy about valuable time spent during the delivery process explaining all of the latest bells and whistles to customers, worrying that it can take personnel away from their primary task of selling cars. Dealers are also on the front lines of maintaining automakers' crucial customer-satisfactio​n score, as measured by companies such as J.D. Power and Associates.

To show how important tech has become to car buyers -- and how much it can affect these scores -- Ford fell from fifth place in 2010 to 23rd last year in J.D. Power and Associates' 2011 Initial Quality Survey, mainly due to complaints about its clunky MyFord Touch interface. Even before this major downgrade, Ford dealers essentially demanded that the Blue Oval compensate them for extra time spent explaining the system to customers, and Ford relented by forking over cash.

Last week Toyota took the pioneering step of announcing the creation of two new positions at dealerships for its luxury Lexus brand. The vehicle delivery specialist will introduce customers to their new cars and go over the features of each vehicle, and the vehicle technology specialist will serve as a contact for customers who have questions on how to use their vehicle’s electronics.

The initiative coincides with the launch of the new 2013 Lexus GS, and the luxury brand’s dealers will use more technology, in the form of interactive iPad applications, to educate buyers. The apps are designed specifically for the GS and include training exercises for salespeople; they also are available for customers to download. Owners can even use an iPad’s Facetime feature to contact a dealer and get remote personal tutorials on the tech in their vehicles.

Other luxury automakers are also striving to make their dealers and salespeople more tech-savvy and arming them with iPads and apps. Last week, USA Today reported that Cadillac has developed an iPad app to explain how to use its complex Cue infotainment system debuting on the new XTS sedan. For now, the app is exclusive to dealers, but customers will be able to get it later at the iTunes App Store. Infiniti salespeople are also employing iPads to demonstrate tech features to customers.

Of course, there’s the old-fashioned paper owner’s manual to explain all these newfangled features. But many owners never crack them open. (Lexus is probably the leader in printing epic, novel-sized owner’s manuals). “We're finding customers won't take the time to read through that," Vince Salisbury, a Lexus dealer training manager, told USA Today. "They've paid for the features on their car, and they should be educated on how they work."

After learning that some of its dealers were hiring technology specialists to explain electronic features to customers, instead of relying on salespeople or service advisers, Lexus decided to implement its new nationwide program. Sewell Lexus in Dallas even wooed its tech specialist, Alex Oger, away from a local Apple Store. His job is explaining a car’s features "so it's something the customer wants," and Oger says he has witnessed several "eureka moments" when customers figured it out on their own.

With technology only increasing in cars, maybe it won't be long before an automaker creates something similar to Apple’s Genius Bar in its dealerships.

adamls2

Sweet!! I love the apple genius bar and this is going to be something like that I guess That's one thing I always thought Lexus lacked was help with the tech depratment. Benz does a way better job helping explain how to use my stuff.

Hoovey689

iTrader: (16)

Here at the automall I work at, I do both jobs for our Lexus store

+ Acura, Infiniti, BMW, Mini tech questions

bagwell

I wouldn't want the job of trying to explain car tech to a 60+ year old person that's never turned on a computer before.....I have a hard enough time explaining car tech to my wife....

Hoovey689

iTrader: (16)

On the new Enform app suite I really don't go over some of the apps like Facebook since they don't use it. Rather we try to tailor the information to what they use and need. Things such as wipers, lighting, memory seats, audio, bluetooth, homelink etc. That said it really depends on the client which helps me integrate them better into their vehicle.

nathantse

Sorry for reviving an old thread. But Hoovey, I pmed you regarding your role at Lexus. I love to learn more about it!

Please get back to me if you have the chance.

situman

Off topic question. If someone has to go to a genius for help, what does that make the person going to said genius? I would never go to a car dealership with a "genius" bar.

JDR76

I think it makes the person going to the genius pretty smart to acknowledge that there are certain areas where it's best to just get help from the experts.

I've used the genius bar at Apple to fix my iPhone, and I've used the tech specialist at my dealer when I had an Enform connection issue. I'm happy to let them fix the issues and save me the trouble.

NRX

Well said! No one is a know-it-all and shouldn't be afraid of judgement to ask for help.

mcomer

The entire Club Lexus site is proof positive that there are features and settings
that need introduction. Even if you did well with your last phone, your new one
works differently. We pay good money for leading edge tech toys, it is a shame
not to use (or even understand that we have!) gizmos and gadgets we paid for.

dseag2

I think this is brilliant and forward-thinking on Lexus' part. With all the advanced technology that is going into today's cars, every dealership should have this.

On a funny note, one of my co-workers has a 2002 Audi Cabriolet that had to go into the shop. They gave her a brand new Audi and she had never had a car with keyless entry. She couldn't figure out that she needed to put her foot on the brake while pressing the start button and had to find several other people to help her. She tried to call me but I wasn't in my office. There were a few others that had no idea how to start the car. She said going through the owners manual took forever. Says a lot about why people need tech advisors.

Stereorob

Im a Technology Specialist at a Lexus dealership. its actually a pretty fun job, in a techy nerdy kind of way, which im both of lol. its a fun job that's very rewarding. however, you really, and I mean REALLY gotta know these cars and there telematics to do the job, and you need the patience of a saint. .

mmarshall

The real problem is that 60+ year olds (and some younger people as well) who DO regularly use computers STILL have problems with they way they design video-sceens and controls in many of today's new cars. I've had my Verano four years, for example, and, though I have everything set for normal everyday use without any problems, still haven't completely mastered even the Buick Intellink system, which is not the most complex one today by any means). I also think that some of today's customers simply demand too many electronic features in their cars...features that, though it may satisfy their immediate wants/cravings, are ultimately distractive and will cause accidents.

LexBob2

This is a good move by Lexus. A needed move too. I've had a couple of positive interactions with the BMW Genius at the dealership as well as through the 800 hotline #. Audi does a pretty good job too, but for now it's mainly through their online and phone contacts. I'm sure they'll expand the service at the retail level.

Toys4RJill

Sadly, a vehicles infotainment system should be easy enough that a customer does not need this. Sadly, the remote touch is not very good compared to a easy to use touchscreen. Toyota should offer Carplay in their cars at this point.