- Scout Motors will sell its new EVs through a direct sales model, like Lucid and Tesla.
- Scout's VP of growth says dealers aren't excited to sell EVs.
- Bypassing the traditional dealer model allows Scout to reduce operating costs and sell its EVs at a lower price point.
Electric cars had a bit of a turbulent 2024. While sales were up overall last year, machines that burn electrons instead of fossil fuels found themselves targeted by everything from disinformation campaigns to political angst.
Suffice it to say, it's a challenging time to launch a fresh new brand meant to bring electric vehicles into the heartland of America. Scout Motors has tempered some of that potential risk with its Harvester range extenders, but the company is taking another move to hopefully sidestep some of that static: It's ditching dealers and going with direct sales.
Scout announced its plans to follow the tread marks of other EV startups like Tesla and Lucid by skipping the dealership model when it unveiled its Terra pickup and Traveler SUV late last year. It's a move that immediately drew fire and even legal threats from dealers. But at CES this week, Scout Motors made it clear that it's sticking to its guns.
Dealers haven't shown much enthusiasm for selling EVs
"There's a lot of consumer education that has to happen on EVs and extended-range EVs," said Cody Thacker, Scout's VP of growth. "We need a fully enthusiastic, fully engaged sales force to carry out all these plans that we have to make this thing viable because [when] we look across the country and see what's happening in the retail world, it's quite the opposite."
"You had a group of 5,000 dealers twice petition President Biden to hit the brakes on EVs," Thacker added. "That's not the enthusiastic, engaged sales force that we need to have."
In the "hit the brakes" memo from 12 months ago, those 5,000 dealers claimed that customers weren't interested in EVs. But it could just as easily be shown that the dealers themselves are the problem. Thacker cited a CDK Global report indicating half of all dealers are not "excited" to sell electric cars.
They have good reason to be conflicted. According to the NADA, the service department is the most profitable part of a dealership's business. With their radically simplified powertrains and minimal required maintenance, EVs are a direct threat to that bottom line.
EVs are also increasingly defined by the software they run, not the accessory boxes that buyers tick when ordering. Owners today can add everything from adaptive suspensions to advanced driver assistance systems weeks or months after taking the car home. Those are pricey options from which dealers formerly would have taken a cut.
An old dealer model doesn't work for a new brand
"Automotive retail orthodoxy has not changed in the last 75 years," Thacker said. Classic strategies like big, flashy dealerships looming over giant parking lots full of inventory carry legacy overhead that, according to Thacker, would slow Scout down.
"There's not a need for any of that infrastructure anymore. That then affords you the opportunity to take out massive amounts of cost of the operation, which then allows you to sell the vehicle at a lower price point."
Lower prices mean greater sales volume, which, for a startup like Scout, is the name of the game. But that's not to say Scout will be without a physical presence. The company plans to open 100 retail locations within five years after launch — "rooftops" in Scout-speak — places for customers who'd like more of a personal touch than a website affords.
"The beauty of a direct sales model is that we can make very rapid operational pivots," Thacker said. "So where we discover that there are markets that need more rooftops, or where we discover we need to launch into new markets or scale back in markets, the direct sales model allows us to quickly do that so we can keep our service levels high." All that without having to negotiate contracts with legendarily stubborn dealer organizations.
While the debate will undoubtedly rage on, Thacker is confident this is the right way forward for Scout Motors.
"We think that we have a legal, viable model that serves the consumer best, and that's what we're sticking with."