If they play their cards right, dealers have an opportunity to become the “tech teachers” that can help guide consumers through a world of increased technological complexity, says Jesse Hirsh, a futurist, author and technology expert who will deliver a keynote address at the 5th annual CADA Summit event held Feb. 15, 2017 in Toronto.
“Given the rapid rate of technological change, and given the consumers desire for more technology — and yet their fear and distrust of techology — it creates a great leadership opportunity for dealers themselves to be that teacher, to be a clearing house when it comes to understanding how the technology works,” says Hirsh.
Jesse Hirsh is a regular on CBC radio and television, and other media, where he discusses technology and social trends and is a popular guest speaker and author. His passion is educating people on the potential benefits and perils of technology.
The experts at the Apple Genius bar give consumers a helping hand with technology, but perhaps the real “genius” is that the model gives customers a reason to come back into the store to play and interact with the technology. The same could be true of dealers if they own the role of being technology experts and trainers. “These vehicles are only going to become increasingly technological,” says Hirsh.
“We need to start perceiving of the dealership as a place where you can go learn how automated braking works, how intelligent systems are being used in cars,” says Hirsh. “It creates an opportunity in a world of increasing complexity, for the dealer to be the trusted friend, the trusted teacher when it comes to helping consumers understand how technology is not only changing their cars, but changing their lives.”
For dealers to play this role, Hirsh says the OEMs need to provide them with the information, training and tools — in effect the teaching aids.
Hirsh owns and operates Metaviews Media Management Ltd., which does research and consulting around new media business models, big data, and the strategic use of social media. He is also a co-founder of the Academy of the Impossible, a peer-to-peer lifelong learning facility.
During his keynote address, Hirsh says he will look at many trends affecting the future of the economy and the dealer world.
“The biggest and perhaps most obvious is artificial intelligence. AI is having a huge impact on a number of different industries. In particular, the individual’s relationship with technology. But the car is no longer a car — it’s a computer with four wheels,” says Hirsh.
Even though there is a lot of hype around self-driving cars, a lot of consumer research shows that they are still wary of these technologies and still want to be in control.
Hacking and security
More computerized vehicles also opens up security risks, and that creates more responsibility for the OEMs — and their dealers — to ensure they are keeping customers safe. “If cars are computers with four wheels, that makes them a very lucrative hacking target,” says Hirsh, whether that hacking is aimed at car theft, stealing personal information or just to wreak havoc. “The auto industry and dealers need to ensure they understand the technology in their cars, they can fix the techology in their cars, but that they can also secure the technology.”
Hirsh will also touch on other technology trends that are affecting other industries and how they will impact the auto retailing industry.
The CADA Summit is backed by an exclusive sponsorship from TD Auto Finance.
To register, visit: www.cadasummit.ca
The event is being held Feb. 15, 2017 at the Omni King Edward Hotel in Toronto.
The event always sells out, so sign up today!
