Dealers vs. Change: The Truth About VW, Scout, and the EV Road Ahead — From an Insider | Fred Emich IV, Partner at Emich Automotive

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Nov 11, 2025

Fred Emich IV, a Partner at Emich Automotive and chairman of Volkswagen's National Dealer Council, brings a wealth of experience from leading high-volume EV sales. He shares insights on becoming Kia's top EV retailer, navigating challenges with VW's product quality, and the dealer landscape amidst the rise of direct-to-consumer brands like Scout. Fred discusses simplifying the EV sales process, the importance of service and community initiatives, and his vision for the future of his family-run business.

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ANECDOTE

Winning Kia After A Lawsuit

Emich pursued a Kia franchise after relocating VW and fought litigation delaying the store through COVID until a 2022 federal win.
Kia funded the federal lawsuit and the group ran used cars on the site while awaiting the decision.

INSIGHT

Early EV Buy-In Drives Volume

Emich credits early EV adoption to personal belief in the technology and local market fit in Colorado.
They invested in public chargers and ensured sales staff drove EVs to normalize the product and build trust.

ADVICE

Simplify EV Pricing To Close Fast

Make EV deals simple: provide templated, no-haggle quotes so salespeople can close quickly.
Empower sales consultants to give fast, transparent pricing that matches online direct-to-consumer expectations.

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