Friendly Chevrolet’s Electrifying Success Launching an EV Charging Business
“When the EVHQ Charge Park was conceptualized, we weren’t thinking we would get an ROI. We were just looking to market EVs. But what happened next absolutely blew our expectations out of the water.”
Friendly Chevrolet’s Innovative Heritage
Since 1956, Friendly Chevrolet has been a fi xture of the Dallas automotive community. This family-owned dealership, under the stewardship of Mark Eddins since 1972, has been awarded Chevrolet’s dealer of the year and GM’s Mark of Excellence Award for the past 10 years. Chris Herbig, who steers IT, cybersecurity, and EV initiatives, has been pivotal in integrating advanced technology into the dealership’s core operations.
The Vision Behind the EVHQ Charge Park
Mark Eddins saw the potential for electric vehicles early on and was trying to figure out how to make it work for Friendly Chevrolet.
“I didn’t set out to create a mediocre charging experience for EV intenders so we could just check the box,” says Mark, “I wanted to create something extraordinary and different that you couldn’t find anywhere else, and that’s what our EVHQ Charging Park is. Our New Slogan for the EVHQ Charging Park is, ‘Get an Experience, not just a Charge’”
Friendly Chevrolet’s venture into EV charging, the EVHQ Charge Park, is unique for a U.S. auto dealership. Inspired by dealership stations Mark had seen in Europe, it boasts 8 covered 120kW fast charging ports and 24/7 on-site attendants that give drivers a full-service station experience. Amenities include access to free Wi-Fi, restroom facilities, fresh food, beverages, and even a movie room. In the Dallas EV charging landscape, where charging quality can be inconsistent, with very few fast-charging stations, especially at car dealerships, EVHQ stands out.
Premium Experience, Premium Price
This exclusive experience enabled EVHQ charging to command a premium price. At $0.69/kWh, it’s a bit more expensive than other nearby charging stations but drivers can sign up for a free membership that gives them a 20% discount on all charging. And the 24/7 onsite attendant and amenities make drivers feel at ease. An EV driver community has developed around the park.
“At a normal charging facility, there’s a certain tension,” says Chris. “People are almost competing for their turn at the plug, and they don’t associate with one another. At EVHQ, a lot of our retail customers sit around talking to each other. It’s not unheard of for a driver to bring the Charge Park attendant lunch.”
Energizing Cruise and Avis with Fleet Charging
In addition to retail drivers, EVHQ’s unique offering has attracted large fleet charging clients like GM’s autonomous vehicle maker Cruise and Avis Car Rental. The park efficiently manages the high-volume charging demands of these commercial fleets, providing round-the-clock charging solutions. “Our convenient location, close to both regional airports and exceptional service have been key in attracting significant fleet charging business,” says Mark
Strategic Partnership with EV Connect
GM’s EV Connect initiative has contracted with Friendly Chevrolet as the technology platform for the EVHQ Charge Park. To Chris, it was a strategic decision influenced by several factors:
GM Partnership: EV Connect’s existing partnership with General Motors and experience across 1,500 dealerships played a crucial role, ensuring seamless integration with GM’s EV models.
Advanced Fleet and API Functionality: The ability of EV Connect to offer advanced fleet charging and API capabilities was also key. Friendly Chevrolet is developing their own customer-facing app that integrates real-time charging data via the EV Connect API.
Responsive and Knowledgeable Staff: EV Connect’s responsive support and knowledgeable team were key in providing the necessary guidance and assistance throughout the installation and operation process, ensuring a smooth and efficient rollout of the charging park.
“Partnering with EV Connect was key; their technology and support have been crucial in our success and growth in EV charging,” says Chris, “With the Fleet Module, I like how I can easily assign users to a plan, assign a fleet card to a car, and streamline vehicle configurations. I also like how I can easily run reports for Avis and Cruise to make my job easier.”
Groundbreaking Financial and Operational Success
The premium price has not discouraged EV drivers from coming to the EVHQ Charge Park. Quite the opposite, in fact. In only 6 months of operation, EVHQ has achieved some remarkable success metrics, including:
An astonishing 55% monthly revenue growth from June to November 2023.
Charging revenues surpassing $59,000/month.
Station utilization nearing 40%.
Several new vehicles sold to EV charging customers.
“Growth has been awesome,” says Chris. “Almost weekly you can feel it. Multiple times per day you will see every stall full, with five or more vehicles waiting for a charge. In fact, we had to put in four waiting spots to accommodate all those people.”
Future Plans: Going All in on EVHQ Expansion
Looking ahead, Friendly Chevrolet is planning ambitious expansion and innovation:
Infrastructure Expansion: To accommodate growing demand, the dealership is exploring expanding the number of charging stations and enhancing existing infrastructure.
Power Capacity Upgrade: Adding charging stations will require an upgrade to their main transformer to bring additional power onsite.
Roadside Assistance EV Charging: Plans are underway to launch a rescue truck equipped with a mobile charger to address the needs of customers who run out of charge on the road.
Custom App Development: The dealership is working on its own app, leveraging EV Connect’s APIs, to streamline the customer experience, from easy plan onboarding to requesting a rescue charge.
Staff Training: Training for EV charging attendants is being expanded to include vehicle knowledge, enabling them to assist in sales and provide a more comprehensive customer service experience.
Conclusion: If You Build It, They Will Come
What started as a marketing project to showcase Friendly Chevrolet’s line of Electric Vehicles turned into so much more. EVHQ’s success is proof that “If you build it, they will come.”
“Judging by our results so far, I would not be scared to make this investment,” says Mark, “We’ve got a long way to go as a country to make our EV charging infrastructure world class. But the demand is there. We see it every day at our full stations. If you give people the attention they deserve, they are going to come.”