Auto Salesman Struggling To Explain New Technology Safety Features

Data

Washington DC May 22, 2018; The AIADA online reported that most new cars nowadays can be outfitted with advanced safety gear, but showroom salespeople often fail to promote the technology's benefits. As a result, drivers are missing out on features that though costly could possibly save their lives, reports The Wall Street Journal.

Few new-car buyers bother to try out so-called advanced driver assist systems, which include automatic braking, lane-keeping aids and adaptive cruise control—technology proven to keep drivers safer.

Massachusetts Institute of Technology AgeLab researchers recently polled salespeople at dealerships and found just six of the 17 people interviewed were able to give thorough explanations of advanced safety tech.

Dan Mohnke, Nissan's head of sales in North America, said he realized the benefits of the company's advanced safety offering, called ProPilot Assist, weren't being communicated effectively. "We're working on an 'invertising' program just with our employees and our dealers, just from a standpoint of getting everyone to understand the technologies that we have and the advantage that those technologies bring," Mr. Mohnke said.