Professional salespeople love to talk about “the steps of the sale,” a tried-and-true process that guides every customer from curiosity to closed. But when it comes to electric cars, that old-school hustle can fall flat, leaving dealers struggling with how to fit them into their familiar playbook. But what if I told you, dear dealer, that there’s a whole category of vehicles on existing dealer lots that need to be approached in exactly the same way as an EV to score a successful sale that you’re already familiar with?
That category: Heavy-duty tow trucks. Here’s how selling one is a lot like selling the other.
That’s right, greenpeas – selling a tow-rated pickup truck to someone who’s buying it primarily to haul a trailer, boat, or RV is a delicate thing that requires salespeople (and sales managers) to approach their customers with a lot more patience and empathy, and a lot less, “what can I do to get you to drive this home, today?” And, as we go through the whys and hows, I think you’ll agree that all the heavy truck selling wisdom we’re going to cover today will help you sell more electric cars, more often, and for more money.
1. Discovery is where the deal gets done
When it comes to heavy-duty tow vehicles, most smart dealers understand that their customer probably has a better understanding of their individual needs than they do – but it’s still a good idea to go over that understanding during the discovery phase of the sale.
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Has the customer factored in the weight of the trailer and the weight of everyone and everything else inside it? What about the weight of water, tools, or animals? Do they fully understand the concepts of GVWR and GCWR, and the difference between trailer weight and tongue weight? Will they have enough range, when fully loaded, on their standard fuel tank or will they need an aux. tank? What about the future – are they thinking about upgrading their RV or hauling bigger loads longer distances?
In other words, the customer has to trust that the vehicle they’re about to buy from you will meet their needs and fit into their lives today, while also meeting their needs in the foreseeable future. That’s what it looks like in a truck, but now apply that to an EV.
Has the customer mapped out the routes they take every day to make sure they can make the drive? That might sound ridiculous to you and me, but what if they’re depending on a single DC fast charger out on a rural stretch of highway to get the EV to meet their needs? What if they think 200 miles of range is 200 miles of range, but they like to drive 80+ mph (on Chicago’s I-290, that’s a minimum safe travel speed), do they understand that speed impacts range as much as weather?
Tools like Chargeway are great for helping dealers explain EV charging speeds, the impacts of speed and topography on range, and – especially in this era of NACS adapters – where buyers of used or off-lease EVs can charge up and get back on the road.
In either case, the salespeople who take the time in discovery to understand their customers’ needs and become consultative partners will make a sale, the ones who rush through the process won’t, and the ones who sell their customers the wrong thing will make a problem (if not an expensive lawsuit) for the dealership.
2. Options really do matter
When you’re selling a conventional ICE-powered crossover to a typical suburbanite, moving your customer up or down a trim level doesn’t typically impact their use case. Sure, they might have to keep their foot planted a little longer to get up to highway speeds or learn to live with cloth when they really wanted leather or vinylvegan leather, but they’ll still be able to get five-to-seven adults from point A to point B with the same general effectiveness.
That’s not true when it comes to trucks that are going to get put to work. There, the difference between one axle ration and another can have a huge impact on driver comfort, towing capabilities, and fuel economy – and going from a one-ton truck that’s just outside the customer’s budget to a half-ton that you happen to have on the lot could get someone seriously hurt or killed.
It may be tempting to switch the customer to a vehicle you have on the lot (especially if that vehicle happens to be an aged unit with a fat spiff on it), but the long-term pain isn’t worth the short-term gain on this one.
3. Information is your friend
This might feel like a duplicate of the discovery phase, but think of it as a member of the “measure twice, cut once” advice genre. That is to say that, sure – the customer thinks that new 5th wheel RV they have on order weighs 11,000 lbs., but does it? Did they add any options of features (see no. 2) that make it heavier? Get the information from the RV manufacturer or dealer and confirm as much as you can. That extra work will help keep your customer safe and build trust.
Similarly, you’ll want to verify your assumptions when it comes to EVs. Is that once-a-month 300 mile drive really 300 miles, or is it 330? Is there more than one charging option available on their preferred route? Is the customer able to make their trip without changing the way your they drive? Are they willing to change up where they stop, or for how long?
When it comes to EVs, especially used ones that came onto your lot as part of a trade deal that you may not be intimately familiar with, I cannot stress how much route planning apps like Chargeway or A Better Route Planner can help salespeople answer questions about electric vehicles confidently and correctly, generate trust, and drive referrals.
4. Aftersales support is critical
Successful salespeople follow up – not just with prospects who are still shopping, but with customers who have already bought. And, just as RVers know other RVers, RV salespeople who get positive feedback about a local dealer who takes the time to make sure their customers get the right truck know RV customers who might need a right truck of their own.
Yes, those RV salespeople might expect a $100 bird dog bonus to send their customers your way, but the money on its own isn’t enough. They have to know they can trust you with their customers, and you build that trust in steps 1-3, above.
The reason BMW is consistently pulling ahead? It seems to come down to education. “First-time EV buyers are receiving minimal education or training,” explains Brent Gruber, executive director of the EV practice at J.D. Power. “Dealer and manufacturer representatives play the crucial role of front-line educators, but when it comes to EVs, the specific education needed to shorten the learning curve just isn’t happening often enough. The shortfall in buyer education is something we’re seeing with all brands.”
And, if you’re still not quite convinced that you need to learn how to sell EVs to be successful on the sales floor, think again.
Overall, 94% of BEV owners are likely to consider purchasing another BEV for their next vehicle, a rate that is also matched by first-time buyers. Manufacturers should take note of the strong consumer commitment to EVs as the high rate of repurchase intent offers the ability to generate brand loyal customers if the experience is a positive one. In fact, during the past several years, the BEV repurchase intent percentage has fluctuated very little, ranging between 94-97%. This year’s study also finds that only 12% of BEV owners are likely to consider replacing their EV with an internal combustion engine (ICE)-powered vehicle during their next purchase.
Listen to an EV convert who has desked an awful lot of car deals, greenpeas – if you treat every EV customer the same way that crusty old fleet rep treats his truck buyers, you’re going to sell a whole lot of EVs. And, if you’re a brave enough little toaster to follow up and ask for that referral, you’ll find that EV buyers know other EV buyers.
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CONCEPT AMG GT XX redefines performance: Technology pioneer shatters record after record | Nardò, 2025.
Mercedes took its GT XX concept out to the Nardo high-speed test track in Southern Italy and came back with a slew of records for electric distance driving – including one for driving a distance equal to the circumference of the world.
The concept uses two axial flux motors and a 114kWh battery, with a top speed of 223mph or 359 km/h. And it’s capable of charging at 850kW – and that’s continuous draw, not peak draw. That means it can add around 400km/250 miles of WLTP range in 5 minutes.
So, with that high top speed and that incredibly quick charging rate, what’s a manufacturer to do, other than set some records?
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The Nardo test track in Southern Italy is used by many manufacturers for high-speed testing. It’s known for its long, banked circular test track which allows cars to maintain extremely high speeds for long periods.
This is the track where speed and distance records are often set, and Mercedes set out to do the same with its concept.
Over the last 7 days, 13 hours, 23 minutes and 7.10 seconds, Mercedes ran the car, day and night, to see how it does at high speeds and without a break at all. And in doing so it set EV distance and endurance records set recently by other brands like XPeng and Xiaomi, and even by Mercedes’ own CLA (and, reaching even further back, an old one set by Tesla Youtuber Bjorn Nyland… without manufacturer support and on public roads).
Mercedes’ new record smashed the most recent 24 hour record, which stood at 3,961km (2,461mi) by the XPeng P7. The GT XX, with manufacturer support, fast charging and the right test track, managed to drive 5,479km (3,405mi) in the same 24 hour period, nearly 1,000 miles further than the previous record.
But Mercedes didn’t just go for 24 hours – that 7 days number mentioned above is how long it took the GT XX to drive a distance equal to the full circumference of the Earth, which is 40,075km (24,901mi) at the equator. In total, Mercedes did 3,177 laps of the 12.5km/7.8-mile track. Mercedes was looking to finish the trip in less than eight days, as a tribute to Jules Verne’s “Around the World in Eighty Days.”
It was helped in doing so by the incredibly quick charging rate the car is capable of, along with a fast charger that is capable of delivering that amount of electricity. 850kW is a lot more than any consumer vehicle or fast charger can currently deliver (usually 250-350kW max in US/EU), and is probably more than is practical or necessary for consumer cars. It’s even faster than the 600kW mid-race charging for Formula E. And it shows that the limits many think electric vehicles have are really not there in reality.
But in fact… Mercedes used two cars for this test, and both of them completed the same grueling test. Each of them finished with a similar distance traveled, only a 25km difference between them.
For the test, Mercedes engineers calculated that the optimal trade-off between energy efficiency and fast charging would be to drive the car consistently at 300km/h (186mph) around the track until it needed a charge, with the car driving an average of around 5,300km (3,293mi) per day.
Mercedes didn’t release any statistics on how much charging was done and how much energy was consumed, but it was certainly far more than the average consumption that you would see in normal driving, as is the case for any high speed track applications. There was certainly a lot of energy going in and out of that battery, and through those motors, over the course of those 8 days, and yet the cars seem to have handled it just fine.
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View of an offshore wind energy park during a press moment of Orsted, on Tuesday 06 August 2024, on the transportation of goods with Heavy Lift Cargo Drones to the offshore wind turbines in the Borssele 1 and 2 wind farm in Zeeland, Netherlands.
Nicolas Maeterlinck | Afp | Getty Images
Shares in wind farm developer Orsted tumbled soon as trading kicked off on Monday after the U.S. government ordered the company to halt construction of a nearly completed project.
By mid-morning, the company’s shares were around 17% lower, with shares hitting a record low according to LSEG data.
Late on Friday the U.S.’ Bureau of Ocean Energy Management had issued a stop-work order for the Revolution Wind Project off of Rhode Island. According to Orsted, the project is 80% complete and 45 out of 65 wind turbines have been installed.
The company also said that it would comply with the U.S. order and that it was considering options to resolve the issue and press ahead with construction.
The order comes at a critical time for Orsted, which is seeking to raise much-needed capital under plans that analysts suggested were now under pressure.
Orsted had announced plans for a 60 billion Danish kroner ($9.4 billion) rights issue earlier this month. On Monday, the company said it would continue with the proposal, noting that it had the support of its majority stakeholder, the Danish state.
Shares have pulled back sharply since the rights issue plans were announced.
In a Monday note, Jacob Pedersen, head of equity research at Sydbank, said the potential financial consequences of the U.S.’ order had led to uncertainty about whether Orsted would be able to continue with its capital raising plans.
“The financial consequences of the stop-work order will at best be the ongoing costs of the work being stopped,” he said, according to a Google translation. In the worst-case scenario, the Revolution Wind Project would never supply electricity to the U.S., he added.
“In that case, Orsted faces a double-digit billion write-down and significant additional costs to get out of contracts. This will, by all accounts, increase the capital raising requirement to significantly more than DKK 60 billion,” Pedersen said.
He that the company’s Monday announcement to push ahead with its rights issue plans suggested it did not expect the worst-case outcome and was expecting its 60 billion Danish kroner target to be sufficient.
“Orsted’s assessment of this is positive – but it is no guarantee that it will end up like this,” Pedersen said.
President Donald Trump‘s attack on solar and wind projects threatens to raise energy prices for consumers and undermine a stretched electric grid that’s already straining to meet rapidly growing demand, renewable energy executives warn.
Trump has long said wind power turbines are unattractive and endanger birds, and that solar installations take up too much land. This week, he said his administration will not approve solar and wind projects, the latest salvo in a campaign the president has waged against the renewable energy industry since taking office.
“We will not approve wind or farmer destroying Solar,” Trump posted on Truth Social Wednesday. “The days of stupidity are over in the USA!!!”
Trump’s statement this week seemed to confirm industry fears that the Interior Department will block federal permits for solar and wind projects. Interior Secretary Doug Burgum took control of all permit approvals last month in a move that the American Clean Power Association criticized as “obstruction,” calling it “unprecedented political review.”
The Interior Department blocking permits would slow the growth of the entire solar and wind industry, top executives at renewable developers Arevon, Avantus and Engie North America told CNBC.
Even solar and wind projects on private land may need approvals from the U.S. Fish and Wildlife Service if, for example, a waterway or animal species is affected, the executives told CNBC. The three power companies are among the top 10 renewable developers in the U.S., according to energy research firm Enverus.
The Interior Department “will not give preferential treatment to massive, unreliable projects that make no sense for the American people or that risk harming communities or the environment,” a spokesperson told CNBC when asked if new permits would be issued for solar and wind construction.
Choking off renewables will worsen a looming power supply shortage, harm the electric grid and lead to higher electricity prices for consumers, said Kevin Smith, CEO of Arevon, a solar and battery storage developer headquartered in Scottsdale, Arizona, that’s active in 17 states. Arevon operates five gigawatts of power equivalent to $10 billion of capital investment.
“I don’t think everybody realizes how big the crunch is going to be,” Smith said. “We’re making that crunch more and more difficult with these policy changes.”
Uncertainty hits investment
The red tape at the Interior Department and rising costs from Trump’s copper and steel tariffs have created market instability that makes planning difficult, the renewable executives said.
“We don’t want to sign contracts until we know what the playing field is,” said Cliff Graham, CEO of Avantus, a solar and battery storage developer headquartered in San Diego. Avantus has built three gigawatts of solar and storage across the desert Southwest.
“I can do whatever you want me to do and have a viable business, I just need the rules set and in place,” Graham said.
Engie North America, the U.S. arm of a global energy company based in Paris, is slashing its planned investment in the U.S. by 50% due to tariffs and regulatory uncertainty, said David Carroll, the chief renewables officer who leads the American subsidiary. Engie could cut its plans even more, he said.
Engie’s North American subsidiary, headquartered in Houston, will operate about 11 gigawatts of solar, battery storage and wind power by year end.
Multinationals like Engie have long viewed the U.S. as one of the most stable business environments in the world, Carroll said. But that assessment is changing in Engie’s boardroom and across the industry, he said.
“The stability of the U.S. business market is no longer really the gold standard,” Carroll said.
Rising costs
Arevon is seeing costs for solar and battery storage projects increase by as much as 30% due to the metal tariffs, said Smith, the CEO. Many renewable developers are renegotiating power prices with utilities to cover the sudden spike in costs because projects no longer pencil out financially, he said.
Trump’s One Big Beautiful Bill Act ends two key tax credits for solar and wind projects in late 2027, making conditions even more challenging. The investment tax credit supported new renewable construction and the production credit boosted clean electricity generation.
Those tax credits were just passed on to consumers, Smith said. Their termination and the rising costs from tariffs will mean higher utility bills for families and businesses, he said.
The price that Avantus charges for solar power has roughly doubled to $60 per megawatt-hour as interest rates and tariffs have increased over the years, said CEO Graham. Prices will surge again to around $100 per megawatt-hour when the tax credits are gone, he said.
“The small manufacturers, small companies and mom and pops will see their electric bills go up, and it’ll start pushing the small entrepreneurs out of the industry or out of the marketplace,” Graham said.
Renewable projects that start construction by next July, a year after the One Big Beautiful Act became law, will still qualify for the tax credits. Arevon, Avantus and Engie are moving forward with projects currently under construction, but the outlook is less certain for projects later in the decade.
The U.S. will see a big downturn in new renewable power generation starting in the second half of 2026 through 2028 as new projects no longer qualify for tax credits, said Smith, the head of Arevon.
“The small- and medium-sized players that can’t take the financial risk, some of them will disappear,” Smith said. “You’re going to see less projects built in the sector.”
Artificial intelligence power crunch
Fewer renewable power plants could increase the risk of brownouts or blackouts, Smith said. Electricity demand is surging from the data centers that technology companies are building to train artificial intelligence systems. PJM Interconnection, the largest electrical grid in the U.S. that coordinates wholesale electricity in 13 states and the District of Columbia, has warned of tight power supplies because too little new generation is coming online.
Renewables are the power source that can most quickly meet demand, Smith at Arevon said. More than 90% of the power waiting to connect to the grid is solar, battery storage or wind, according to data from Enverus.
“The power requirement is largely going to be coming from the new energy sector or not at all,” so without it, “the grid becomes substantially hampered,” Smith said.
Trump is prioritizing oil, gas and nuclear power as “the most effective and reliable tools to power our country,” White House spokesperson Anna Kelly said.
“President Trump serves the American people who voted to implement his America First energy agenda – not solar and wind executives who are sad that Biden’s Green New Scam subsidies are ending,” Kelly said.
But new natural gas plants won’t come online for another five years due to supply issues, new nuclear power is a decade away and no new coal plants are on the drawing board.
Utilities may have to turn away data centers at some point because there isn’t enough surplus power to run them, and no one wants to risk blackouts at hospitals, schools and homes, Arevon’s Smith said. This would pressure the U.S. in its race against China to master AI, a Trump administration priority.
“The panic in the data center, AI world is probably not going to set in for another 12 months or so, when they start realizing that they can’t get the power they need in some of these areas where they’re planning to build data centers,” Smith said.
“Then we’ll see what happens,” said the University of Chicago MBA, who’s worked in the energy industry for 35 years. “There may be a reversal in policy to try and build whatever we can and get power onto the grid.”