Van Batenburg: Thinking About Offering EV Service?

Who knows when you will make the decision to enter the world of EV tires and EV repair? Let us assume all the columns I have been writing for MTD make sense to you and today, as you read this column, is the day. I have worn you down, your tire store needs a boost in sales, your staff has been briefed and it looks like you have a chance at being the go-to shop for EV service in your area. Here is a checklist to get ready:

1. Stock EV tires and make sure you have access to all of the popular sizes;

2. Get your staff ready to engage in a positive way;

3. Create a new website with a regional or city name on it  (www.WorcesterEVs.com is our website);

4. Stock some preventive maintenance parts;

5. Check with your local suppliers and see what they keep on hand;

6. Produce a short video about your services;

7. Know where the D/C fast chargers are in your area;

8. Install a level II 240v 50-amp EVSE charger at your dealership;

9. Make sure your marketing campaign is ready to launch;

10.  Buy a company EV for deliveries and wrap it.

Once these things are in place, it’s time to train your techs and launch your advertising campaign while they are at school.

Once back, they will need to practice what they learned. Start with the basics, but be willing to say yes to jobs you have never done, like a high- voltage battery replacement. Make sure you have tech support in place as you move deeper into the driveline of the high-voltage system.

 A month ago, I stopped at a tire store in central Massachusetts to let them know there was free training at Automotive Career Development Center, my training company. The place was top-notch, with a fireplace in the entrance way, leather couches, clean and well-lit. Once inside, I talked to the person at the counter about the program. An older man could see me from this office partway down a hall. The receptionist suggested I speak with him. About 10 seconds into my explanation, he cut me off with, “The owner is 70 years old. He will never let an EV in this building”. It looked like it was time to leave. He seemed angry, but composed. I answered, “I am 75 and love them!” And with that, I left and got into my EV and drove to the next shop, which enrolled in our two-week class. Was it the previous shop owner’s age? Was he afraid of something new? Could it be something else? I will never know. Did he miss an opportunity? Yes, for sure.

If electrical skills are low at your tire store, get your techs to school. There are many good training providers that can help with basic-to-advanced electrical/electronic classes. Hands-on classes are always the best, but do what you can.

Is this a big leap into the future? I assume you are all working with advanced driver assistance systems (ADAS). This came out of hybrid technologies. Getting to self-driving cars will take a while, but it will happen eventually. Tire dealers whom I meet with have legitimate concerns about EV service: “How can I make a profit? How do we keep up? Is training available?”

Overall, new car sales are down in America through February 2026 and one big reason is the slow sales of EVs. The war in Iran is driving up the price of oil and, therefore, gasoline and diesel. Some shops are seeing less business. Where will all this end up? As a business owner going into our 49th year, I have seen a lot. One thing that I have learned is that when things look bleak, stop watching the news. Run your business like the world is fine. Do not lower your prices or have too many sales. If you do that, you will only make less money. Think positively and keep your staff informed of your plans to make things better.

One more suggestion: If you did not get a college degree in business but need to know more about running your tire store, you can audit classes, typically, at half price. Check with your local community college and see what they offer. I was lucky to start my automotive shop in Worcester, Mass. We have over eight institutions of higher learning right here. (You will not get a diploma and you will not have to take French — or any subject you will not need!)

As the world’s automotive engineers continue to add more electronics and more capable software, the evolution of vehicle mechatronic systems will continue. High- and low-voltage systems will push their way forward. And we must all adapt.