GreenCars, LAD’s proprietary brand designed to accelerate the adoption of more sustainable transportation, has a three-pronged strategy to put more green vehicles on the road.
Pillar One: Engage
The first pillar of the GreenCars strategy is to engage teams within Lithia & Driveway, providing knowledge about hybrids, plug-in hybrids, electric vehicles and other alternative fuel vehicles to our entire network.
In that vein, in 2023,GreenCars launched a monthly webinar series designed to educate sales people, service advisors, and other customer-facing staff. Every month, GreenCars delivers an hour-long webinar designed to provide useful information and guidance to store staff, and to those within the company interested in sustainable driving. Three webinars have been delivered so far: an introduction to various types of green technologies; an in-depth look at electric vehicle charging; and a look at the challenges EVs and their customers bring to our service departments.
Pillar Two: Public Education
The second pillar of GreenCars’ strategy is public education. Speaking to over 400,000 unique visitors a month, the GreenCars website is updated daily with the latest news and knowledge about sustainable driving. In addition to the ongoing development of written material, GreenCars launched a new series of animated videos designed to explain important concepts around alternative-fuel vehicles. The first five of 40 videos were launched on GreenCars’ YouTube channel in March.
Pillar Three: Marketplace, Powered by Driveway
Finally, when a GreenCars visitor is ready to purchase a vehicle, they can do so at an LAD store or on Driveway, the company’s online sales platform, which powers the GreenCars marketplace. The long-term goal is to help LAD put more EVs, hybrids, and other green vehicles on the road – expanding its share of the market in the process.