Mazda leverages AI to give its dealers an education in sales effectiveness, electrification

Mazda is leveraging artificial intelligence to transform its automotive business from manufacturing to sales education, following a record-breaking 2024 in North America. The Japanese automaker is implementing comprehensive technology innovation across its organization, with a particular focus on using AI to enhance dealer training and knowledge, ultimately aiming to improve customer experiences and sales effectiveness while addressing the knowledge gap surrounding electrified vehicles.

The big picture: Mazda is deploying a multi-pronged technology strategy that includes manufacturing innovation, new powertrains, and AI-enhanced dealer training programs.

• The company is adopting a mixed-flow production approach that enables simultaneous production of different models regardless of powertrain type.
• Mazda plans to release new battery electric vehicles by 2027, utilizing Panasonic Energy Corporation battery cells.

Key details: The automaker is centralizing its training systems with AI assistance to create a more cohesive learning environment for dealership staff.

• Mazda consolidated multiple disconnected training platforms into a single unified system starting in 2019.
• The company partnered with e-learning provider CoSo Cloud to implement and enhance these training solutions.

Why this matters: Industry experts identify a critical knowledge gap regarding electrified vehicles, particularly battery electric models, that impacts consumer adoption.

• “Education about all aspects of electric vehicles needs to be prioritized not just via marketing efforts done by the automaker, but it’s a task equally critical by the sales avenues,” said Robby DeGraff, manager at AutoPacific.
• Better-informed dealership personnel can more effectively address potential buyers’ concerns, removing obstacles to vehicle, accessory, and warranty sales.

Behind the scenes: AI is currently operating in the background of Mazda’s learning systems, enhancing courses and reporting mechanisms.

• Rob Porter from CoSo Cloud indicated plans to further leverage AI for more personalized learning experiences in the future.
• The initiative aims to make dealer associates feel more connected to the Mazda brand and community.

Long-term vision: Mazda’s training improvements aim to boost both dealer effectiveness and employee retention.

• “We want to make sure that we’re imparting and providing an experience that is uniquely Mazda to our dealer associates, so that they can feel a part of the family,” said Carolyn Chan, head of sales and fixed operations training.
• Chan hopes the enhanced training will naturally enable dealer associates to progress in their careers within Mazda dealerships.