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CATA Host First-Ever EV Consumer Education Event

Wednesday, September 28, 2022 9:00 AM | Anonymous member (Administrator)

Chicago Drives Electric (CDE) is an EV education event designed to bridge the gap between EV myth and reality. Targeting consumers and media, CDE will take place from Sept. 29 to Oct. 2 at CATA HQ in Oakbrook Terrace. (NOTE: there will be a dealer specific session for CDE on Friday, Sept. 30, see below.)

In alignment with National Drive Electric week, CDE helps to raise awareness of the many benefits of all-electric, hybrid and plug-in hybrid vehicles and help consumers understand how EVs can fit individual needs and lifestyles. In addition to putting interested parties behind the wheel of some of the latest EVs, event organizers are bringing in a variety of experts to help break down the various aspects of EV ownership and tackle complex topics such as range anxiety; at-home charging solutions; on-the-go charging and infrastructure; tax credits and incentives; and where people can begin their search. On-hand experts will include Cars.com, CHARGE Enterprises, ComEd and Powering Chicago.

Automakers will have product specialists on hand throughout the event who will field consumer questions and as they relate to the vehicle brands they represent. Participating automakers include Alfa Romeo, Chevrolet, Chrysler, Ford, Hyundai, Jeep, Kia, Volkswagen and Volvo showcasing a variety of EVs like the Ford F-150 Lightning, Kia EV6 and Volkswagen ID.4, among others.

Registrations for the event were limited to a first come, first served basis. The consumer interest and initial response has been overwhelming; all registration timeslots were filled in less than 12 hours from a single email invitation to the Chicago Auto Show attendee database. 

The CATA plans to carry the CDE branding and name over to the 2023 Chicago Auto Show with the Chicago Drives Electric Indoor EV Track. To help the burgeoning EV market grow faster than it already has, the Chicago Auto Show debuted its first indoor multi-brand EV track during the 2022 Chicago Auto Show last February. Next year, organizers say the track will triple in size and the area will be enhanced as an EV education destination for show-goers, featuring panel discussions with experts available throughout the show to address consumer questions.

“Hosting Chicago Drives Electric this fall will be a great way to test drive the programs we want to implement during the 2023 Chicago Auto Show, while making essential connections in the EV space,” said Jennifer Morand, co-president of the Chicago Automobile Trade Association and co-general manager, Chicago Auto Show. “This next stage of EV adoption will mean getting everyday consumers into mass-market vehicles, and new-car dealerships will be critical to this process.”

According to the 2022 EVForward Dealer DeepDive study by independent analytics firm Escalent, the dealership will remain a pivotal part of an EV intender's shopping experience. The DeepDive survey found that 74% of respondents prefer to buy an EV at a dealership, rather than from an auto manufacturer or third party. Read more about that study in the article below.

This research proves that the franchise dealership model works just as well for EVs as it does for gas-powered vehicles.

“The EV customers of yesterday can’t be compared to today’s EV buyer,” added JC Phelan, CATA chairman. “With game-changing technology like EVs, personal service and education is needed now more than ever before. Plus, the customer wins. Because local dealerships compete for customers on sales and service, the result is that pricing is competitive, and service is plentiful with a nationwide network of local new-car dealers.”

Chicago Automobile Trade Association
18W200 Butterfield Rd.
Oakbrook Terrace, IL 60181 
(630) 495-2282

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