24 INNOVATION & TECH TODAY^ |^ 2020 YEAR-END ISSUE
CONNECTED CAR
STEM in the Auto
Dealership
Tech Takes the Skills Required Up a Notch
By Michael Coates
Atonetime,theautomobiledealershipwasa
relatively simple business. Salespersons in front
needed to know enough about the cars and
trucks they were selling to make a compelling
case to a prospect coming into the store.
Not a lot of technical knowledge was needed
as you could put the person behind the wheel
and let them experience how the vehicle worked
in the real world. In the rear of the store,
mechanics needed to know their way around an
automobile’s inner workings to diagnose and fix
largely mechanical problems. Others in
supporting roles needed specific skills like
working in the F&I Department, which requiresmorethana passingunderstandingofmathand
financial computations.
There is now a significant shift happening,
making more of these jobs require a solid
educational foundation in STEM (science,
technology, engineering and mathematics).Take a look at Mercedes’ vision of sales in the
coming decades. Rather than just offering a
customer a brochure and the opportunity to
test-drive cars on the lot, the company is
pushing the digital transformation of its
dealerships’ sales floors with the introduction of
a 3D augmented reality (AR) app and virtualreality(VR)setwithdatagoggles.
Using the app, prospective buyers will be able
to configure their vehicle on a smartphone or
tablet — and then view it inside and out using
the goggles. Customers will even be able to take
virtual test drives using the technology.
This “InCar Virtual Reality Experience”
blends the virtual and real worlds together, but
it is going to require a higher level of technical
knowledge from salespersons. And that’s just
the technology needed to physically interact
with a customer.
The 21st-century car salesperson also needs toContemporary vehicle maintenance requires
technical expertise and a STEM understanding.Photo: iStockphoto.com/Scharfsinn86