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ELECTRIC VERIFIED, A NEW BRAND AT THE HEART OF GROUPE DEL VASTO’S STRATEGY
(Article published in L’Automobile Mechanic magazine, October 2023)
By Isabelle Havasy
As sales of vehicles with hybrid and electric powertrains continue to grow across the country, the automotive aftermarket sector is gearing up to welcome the electric wave that will soon be rolling into service bays.
In the words of Mauro Cifelli, President and CEO of Groupe Del Vasto, “To embrace this change, which is bringing favourable business opportunities,” the Group is getting ready to unveil Electric Verified by EV Vast. This new brand is part of the conglomerate’s global strategy, which includes the Auto Value, M Mécanique 360, OCTO Auto Service Plus, Auto Mécano and Monsieur Transmission banners, to support its workshops and stores as they embrace the electric revolution.
Investing in Skills
“With this recognition program, we want to send a clear message to consumers: we’re investing in the development of our skills so that the aftermarket is qualified to repair their vehicle, regardless of its engine type.” Electric Verified reflects the Group’s vision when it comes to the evolution of automotive technologies. While these have made great strides, and continue to do so exponentially, there is still work to be done in terms of consumer perception of this industry sector.
Beyond the logo that will adorn the front of establishments that meet the program’s many criteria, Electric Verified brings added value to the workshop and auto parts store, and guarantees its expertise in electric and hybrid vehicles. “We want to offer consumers an alternative for the maintenance and repair of their vehicles,” explains Cifelli. But to join the race with dealerships, workshops and stores need to acquire and demonstrate their competence with new technologies, in order to gain the customer’s trust.
Training at the Heart of the Strategy
These skills are acquired through training, a process that lies at the heart of Electric Verified’s strategy. The program, which includes a specialized curriculum designed by Wilson Almeida, Training Director at Vast-Auto Academy and Master Trainer for Compétences VÉ, was developed in partnership with the provincial training program for electric and hybrid vehicles. Electric Verified required months of preparation to meet the high quality standards.
“We understand that it’s the technician who talks to the public. They’re the most important person in the consumer’s mind. And even if they change their vehicle, we wish to continue to be their first-choice destination for maintenance and repair,” says Cifelli. “We want to be one of their options by offering cutting-edge expertise and unparalleled service. That’s what matters to us. We’ve based our program on credibility.”
Social Involvement
To qualify and display the Verified Electric logo on its facade, the workshop or store must meet certain requirements in addition to the training. “It’s an agreement between two parties with a signed contract. Each establishment must meet a list of criteria, including a commitment to install a charging station within twelve months. There’s also an element of social involvement, because a bannered workshop that chooses to join the program on a voluntary basis wants to be part of the change.”
In addition to training, Electric Verified features a purchasing and financing structure for specialized tools and equipment. “We’ve also put a lot of resources in place, both for consumers and for our members, so that everyone is well acquainted with our program, which takes off this fall. We wish to inform and educate the customer and, at the same time, make our network of workshops and auto parts stores aware of the importance of evolving and transforming the future together.”
Joining Forces to Make a Difference
With Electric Verified, the Groupe Del Vasto is sending the message that the banners under its umbrella that will display the program’s colours are ready and able to repair all types of vehicles, while offering an exceptional customer experience. Cifelli adds, however, that “it’s not just the Groupe Del Vasto that’s going to change consumer perception towards the aftermarket. We need the whole industry on board if we are to make a difference. We’re only part of the solution,” to the upheavals that lie ahead.
“We want to transform the future together, while inspiring consumer confidence, by building on our greatest asset—our closeness to the community.”
To learn more about the new Electric Verified program, visit https://verifieelectrique.com/en/
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