PlugStar program continues to grow, expand

PlugStar, a service offered by Plug In America, assists consumers and dealers with finding and selling EVs. What sets PlugStar apart from similar programs is its ecosystem approach that assists users from start to finish. There is PlugStar.com, which is the consumer-facing EV information and shopping site. On the site, a consumer can get all the information they may need about different vehicle models, incentives, local electricians who can install home charging, and information on public charging. In 2022, new models on the market like the Rivian R1T and Lucid Air Dream, can be found on PlugStar.com.

Customers can then visit the dealer page where they can find a PlugStar-certified dealer who will provide them with a positive EV buying experience. PlugStar dealers receive in-depth EV sales training and a variety of tools to help them better assist EV consumers. Manufacturers usually cover the model’s specific information but PlugStar training focuses on all of the parts and pieces from the sheet metal out, including charging and incentive information. 

The training includes best practices for driving an EV, how you charge at home, how you charge away from home, what the different types of charging are, what incentives may be available, and how to point consumers in the right direction. PlugStar has iterated on that training to streamline it and make it more efficient. The program provides continuing support; it has a call center through which a dealer can contact helpful Plug In America representatives or send their consumers to representatives. If they have sales staff trained by PlugStar, those staff members get a certification. 

Dealers with PlugStar certification.

PlugStar has retail programs in Sacramento, a state-wide New Jersey program, and a state-wide Massachusetts program. In 2022, it is going to relaunch its LA program with the Los Angeles Department of Water & Power (LADWP). PlugStar is also getting dealers trained and certified in the Spokane area in Eastern Washington in partnership with Avista. PlugStar has an additional partnership with Chargeway. This pilot program is working to put beacons into dealership showrooms that will help dealers sell vehicles. Consumers go onto one of these beacons and can see what incentives apply to the cars in the showroom, learn about charging, and learn about refueling an EV with electricity in simplified terms. 

PlugStar is also working with partners in Sacramento to run additional outreach events. One is an EV Advocate FAQ training which will help staff members at Roseville Electric train their staff to answer frequently asked questions from customers. PlugStar is hosting some virtual ride and drive events with potential in-person ones later this year. It is partnered with SMUD (the Sacramento utility), Roseville Electric, and Placer County Air Pollution Control District. 

The program helps consumers all along their EV journey. A consumer can go to an event and then go to PlugStar.com for information, go to a PlugStar-certified dealer, and purchase an EV. They can easily go through the full funnel of how PlugStar supports customers. In 2022, the program will continue tracking that data in more detail.

PlugStar hopes to work with partners to scale up; it will increase its online learning and ensure dealers across the country have access to its training and support. Plug In America wants the program to reach as many dealers as possible in the coming year, and to continue its holistic approach of helping customers and dealers through their entire EV journey.