Date of Conferral

10-26-2026

Date of Award

October 2026

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Cynthia Phillips

Abstract

The advancement of electric vehicles into mainstream mobility is affected by consumer trust building efforts and education that each dealership offers to its salespeople. It is essential for the salesperson to earn consumer trust and promote the sustainability of EV technology. The purpose of this qualitative pragmatic inquiry was to identify and explore effective strategies that some automobile sales leaders in the Midwestern United States use to improve consumer trust to increase sales of EV car models. The Sirdeshmukh et al. theory of consumer trust, value, and loyalty in relational exchanges grounded the research project. The participants consisted of six automotive sales leaders who used effective strategies to improve consumer trust and increase sales of EV models. Data were collected by conducting semistructured interviews with the participants and reviewing previous studies. Thematic analysis techniques yielded five themes: (a) EV benefits, knowledge, and training; (b) consumer wants, needs, and requirements; (c) discounts, incentives, and tax breaks; (d) data on the environmental benefits of EVs; and (e) trial driving period and other customer satisfaction strategies. A key recommendation is for automotive sales leaders to implement comprehensive training programs for sales staff, provide opportunities for consumer test-driving experiences, and transparently communicate financial and environmental benefits to strengthen consumer trust and confidence. The implications for positive social change include the potential to promote a more sustainable and equitable future that includes job creation, upskilling of the existing workforce, community education, improved infrastructure, and reduced environmental effects caused by gas-powered vehicles.

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