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How One Chevrolet Dealer Is Selling 25 Volts a Month

Forbes -- All it takes to sell Chevrolet Volts to the American public is a dealership that is dedicated to the task from the top down, focused training of salespeople in how to showcase the car, a handful of Volts in inventory, and a homegrown Excel spreadsheet with some data comparing the cost of ownership of several Chevrolet models.

And one other thing — it helps to have windmills on the property, providing electricity to your dealership. They attract Volt aficionados like a homing beacon.

Those are several of the elements used by Serra Chevrolet in Southfield, Mich., to sell a phenomenal 25 volts per month these days. That may not seem like a lot to outsiders, but consider that the average U.S. auto dealer sold only a total of 653 cars for all of 2010, according to NADA data.


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Submitted May 02, 2012 By: eromitlab
Category: Daily News Article Discussions > Topics Add to favorite topics  
Author Topic: How One Chevrolet Dealer Is Selling 25 Volts a Month Back to Topics
REPLIES (newest first) Post a Reply
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honda0105
Champion Author Tallahassee

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Message Posted: May 5, 2012 4:11:06 PM

good for the seller. I still won't buy one. Gonna keep my current car another 5 or 6 years. By then the market will look at lot different again.
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sparky808
Champion Author Honolulu

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Message Posted: May 3, 2012 12:31:55 PM

Bad news. One dealer is selling half the units(25x12=300).
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DanMtz
Champion Author Oakland

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Message Posted: May 3, 2012 9:04:07 AM

Get the herd moving in one direction and you've got it made.
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GAS1251
Champion Author Texas

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Message Posted: May 3, 2012 7:50:00 AM

Upscale neighborhood in an area where everything's close together. Nowhere in Texas fits their target.
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TIGERPAW46
Champion Author Florida

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Message Posted: May 3, 2012 12:36:30 AM

Neccessity is the mother of invention!
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jim27106
All-Star Author North Carolina

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Message Posted: May 3, 2012 12:33:25 AM

Chuck, I bet the commission on a volt is like $300. Figure you work 180 days a year. I think $54,000 is an okay living.

I assume the dealership is selling other cars too, so if you need that $100,000 income you can do it.
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KrsnaDragon
Champion Author Montreal

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Message Posted: May 3, 2012 12:25:20 AM

No lease rate is generous enough to entice me.
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hubcapLA
Champion Author Louisiana

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Message Posted: May 3, 2012 12:20:34 AM

Good for them but let's see if they get anything in repeat business. I'm guessing the only repeats will be people in need of service, especially on the batteries. They couldn't ever sell me on one.
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LuthierKS
Champion Author Wichita

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Message Posted: May 3, 2012 12:18:29 AM

How one Chevrolet Dealer is conning [at least] 25 customers a Month.
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JSX515
Champion Author St. Louis

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Message Posted: May 3, 2012 12:16:17 AM

Repeat.
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tessnlu
Champion Author Missouri

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Message Posted: May 3, 2012 12:14:59 AM

smart business acumen
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neemund
Champion Author Seattle

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Message Posted: May 3, 2012 12:14:26 AM

The way to sell a product that is undesirable to a large majority of consumers is very focused targeting of the population that would potentially be interested in your product. Good for this dealership at finding the niche market for these and effectively targeting it. I make money doing the same thing as a side job, only with much less expensive items.
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thirstyauto
Champion Author Milwaukee

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Message Posted: May 3, 2012 12:10:04 AM

I still don't want one!!!
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Bald1usa
All-Star Author District of Columbia

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Message Posted: May 3, 2012 12:09:39 AM

LOL - Gigharborhound...right on the mark!
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Ron77095
Champion Author Houston

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Message Posted: May 3, 2012 12:09:17 AM

Really?
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REVLAW
Champion Author San Antonio

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Message Posted: May 3, 2012 12:09:14 AM

Whatever pays the bills and "moves" the cars. Let's take our lance and go joust with some windmills. Good sport. Dragons beware.
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GigHarborHound
Champion Author Tacoma

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Message Posted: May 3, 2012 12:07:31 AM

P.T. Barnum had a saying.........
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Tundralimited2009
Champion Author Dallas

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Message Posted: May 3, 2012 12:07:08 AM

Salesmanship
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Bill100
Champion Author Grand Rapids

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Message Posted: May 3, 2012 12:05:46 AM

Just salemanship. I hate salesmanship. I prefer that the product sell itself.
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gus8441
Champion Author Baltimore

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Message Posted: May 3, 2012 12:05:38 AM

good for them
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MN1
Champion Author Twin Cities

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Message Posted: May 3, 2012 12:04:03 AM

Impressive, and in a cold climate.
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BobD2009
Champion Author Long Island

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Message Posted: May 3, 2012 12:03:50 AM

If it was any good it would sell itself without tricks.
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Colts13
Champion Author Indiana

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Message Posted: May 3, 2012 12:02:57 AM

Ok.
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gch42
Champion Author Georgia

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Message Posted: May 3, 2012 12:02:32 AM

well, if I was to buy any of the current electric/petrol hybrids, it would be the Volt. One: it's a Chevy (yes, that's one of my many quirks) and two: I believe its power plant is a better designed one than any of the others...
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nomad228
Champion Author Columbus

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Message Posted: May 3, 2012 12:01:31 AM

still does nothing for people who need a 4x4 truck in the winter.
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danreino
Champion Author Twin Cities

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Message Posted: May 3, 2012 12:00:09 AM

And Derek Jeter is batting .405 right now too.....
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miser709
Champion Author Grand Rapids

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Message Posted: May 2, 2012 11:54:52 PM

I'm with briank299 on this one.

"As a taxpayer, YOU are invested in GM and Chrysler... so why would you want to see them fail? That's money out of your own pocket... not to mention the thousands of jobs that would be lost directly, and the millions of indirect job losses".
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bobdec
Champion Author Miami

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Message Posted: May 2, 2012 11:54:03 PM

Won't last for long
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ShadowACE
Champion Author Boston

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Message Posted: May 2, 2012 11:49:18 PM

Let me guess - they're giving you a free Corvette with every Volt that you buy?
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Rooster922
Champion Author Wilmington

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Message Posted: May 2, 2012 11:48:18 PM

By bogus number
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kgbellman
Champion Author Ann Arbor

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Message Posted: May 2, 2012 11:48:01 PM

They figured out how to sell - inventory and knowledgable sales staff
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granitestater
Champion Author New Hampshire

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Message Posted: May 2, 2012 11:46:50 PM

This demand will soon level off. Once the Early Adopters get their fill.
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briank299
Champion Author Cleveland

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Message Posted: May 2, 2012 11:44:06 PM

As a taxpayer, YOU are invested in GM and Chrysler... so why would you want to see them fail? That's money out of your own pocket... not to mention the thousands of jobs that would be lost directly, and the millions of indirect job losses.

WAKE UP!
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SteelPenny
Champion Author Dallas

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Message Posted: May 2, 2012 11:43:03 PM

ditto HotRod_Brother.

Aviator_Rob - It costs a lot more than $1 to charge the battery.
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pastorpaulcg
Champion Author Virginia

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Message Posted: May 2, 2012 11:42:31 PM

Shocking
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judgemobile
Champion Author Ohio

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Message Posted: May 2, 2012 11:40:35 PM

I did not know car dealers were licensed to sell electricity.
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abacus44
Champion Author Toms River

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Message Posted: May 2, 2012 11:35:55 PM

NO THANK YOU!!!
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BWJM
Champion Author KW

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Message Posted: May 2, 2012 11:34:39 PM

ok
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hotrod_brother
Champion Author Tampa

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Message Posted: May 2, 2012 11:29:41 PM

I won't be buying any Government Motors vehicle, let alone, the Volt.
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Aviator_Rob
Champion Author New York

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Message Posted: May 2, 2012 11:29:06 PM

Electric power comes from the electric company, mgune9, and it only costs $1 to charge the Volt's battery. That's a lot cheaper than $4.00/gal gas.
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joel27nc
Champion Author Raleigh

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Message Posted: May 2, 2012 11:28:22 PM

Not a EV fan!
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Aviator_Rob
Champion Author New York

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Message Posted: May 2, 2012 11:26:39 PM

Toppers, if you're waiting for below $3.00/gal gas you'll be waiting for a very long time. Big oil is actually exporting oil and gasoline out of this country because there's more demand for it overseas. The prices won't be coming down like before.

$3.00/gal is the new floor and the sky's the limit.
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Rageagainsttm
Champion Author Tampa

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Message Posted: May 2, 2012 11:26:09 PM

whatever
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rawdog1313
Champion Author Lexington

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Message Posted: May 2, 2012 11:24:26 PM

Just make them affordable.......and they will sell.
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Aviator_Rob
Champion Author New York

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Message Posted: May 2, 2012 11:23:49 PM

How about an electric ZR-1, Lerxst17?
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gmcgas
Champion Author Atlanta

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Message Posted: May 2, 2012 11:22:58 PM

nope.
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Aviator_Rob
Champion Author New York

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Message Posted: May 2, 2012 11:21:50 PM

Ummm regout, I suggest you read the posts. The Volt has a gas engine so there's no need to wait for a recharge.
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FuelOilOH
Champion Author Cleveland

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Message Posted: May 2, 2012 11:20:31 PM

If I'm going to spend $40,000 on a car I want a car that will not turn into a rust bucket after 7 years because if I spend that much then that car will be a keeper. It also must have proven technology that works reliably and can be serviced at an independent garage and not break the bank. They can keep their Excel spreadsheets, anybody with a passion to do so can make numbers say whatever they want.
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Lerxst17
Champion Author Dallas

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Message Posted: May 2, 2012 11:20:08 PM

You couldn't get me to buy a volt unless it came with a Corvette ZR-1 thrown in for free.
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Aviator_Rob
Champion Author New York

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Message Posted: May 2, 2012 11:19:18 PM

jkpsr, complaining about $40,000 for a small car is like complaining about the $75,000 price for a Corvette because it only has two seats.

And for the record, the Volt has the same interior room as a Chevy Malibu.
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RetFireLT
Champion Author Kentucky

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Message Posted: May 2, 2012 11:18:41 PM

Ok.
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