Nissan Hires Outsiders to Explain Their Vehicles to Customers

Matthew Guy
by Matthew Guy

It appears at least one brand is recognizing the importance of a well-informed owner, with Nissan choosing to offer a so-called Second Delivery for its all-electric Ariya. Interestingly, a dig into the program reveals that dealers can farm the duties out to a third party called Doppler Automotive.

The concept of a Second Delivery is nothing new; in fact, when this writer was slinging new Fords about two decades ago, the same idea was being floated at the dealer level way back then as a way to improve customer satisfaction and – bluntly – get them back into the showroom. It was shelved because the dealer principal felt his sales staff were better utilized selling new cars instead of explaining ones which had already gone out the door.

Nissan’s program addresses the thorny issue of taking sales staff off the floor by giving dealers the option to hire, at Nissan corporate expense, a third party to perform this task. A company called Doppler Automotive seems to have been tapped to walk customers through the complexities of their new Nissan a second time, with the tab for such being picked up by corporate which pays Doppler directly. There is an option for using “dealership staff as Tech Experts to complete the Second Delivery”.

Why would dealers do any of this? To line their own pockets, of course. A quick perusal of the program’s legalese confirms that participating dealers will be eligible for certain incentive payments if they participate the program. However, it reads like the dealer will only get those credits if dealer staff do the Second Delivery, not Doppler. The plot thickens.

The dealer could also stand to improve its fortunes by taking care of customers in this manner and getting better scores on after-sales surveys. Looking farther into the future, analyst companies like J.D. Power love to make lists about the likes of ‘initial quality’ which, these days, counts a confusing infotainment system alongside a shattered transmission. If customers are better informed about how their cars work, perhaps it would increase those scores as well.

For now, only the all-electric Ariya gets this program, which has apparently been in place for about a year.

[Image: Nissan]

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Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

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2 of 19 comments
  • Mrs65766379 Mrs65766379 on Jul 01, 2024
    When we leased our 2013 Leaf, the salesman came to our home and helped set up the garage door opener, the home location for the nav system, etc.
  • HotPotato HotPotato on Jul 03, 2024
    The Ariya's trim levels are so confusing that they should also hire a navigator to walk the customer through how to get the car they want. Or an online configurator where you check off the things you want and it leads you to whichever obscure version offers them (if GM can do it, why can't Nissan?). God help you if you have a simple request like "I just want the tan cloth interior and Bose, which model offers that?" The website can't help you and neither can the dealer; they're as confounded by the whole Ariya array as you are.
  • Rover Sig Absolutely not. Ever.
  • EBFlex No. I buy as little Chinese products as possible.
  • John "...often in a state of complete disarray on the roads" What does that mean? Many examples in poor repair? Talk about awful writing.
  • Varezhka Saving sedans in US or globally? Right now around half of the global sedan sales is in China, just under a quarter in North America, and the remaining quarter distributed around the rest of the world. So for a sedan to stay around they must sell well in both China and North America (BMW, Mercedes, Toyota, Honda) or just extremely well in China (VW/Audi and Nissan). For everyone else, the writing is on the wall. There’s also a niche of subcompact sedans in SE Asia and India but I believe those are being replaced by SUVs too.
  • Kcflyer it's not a ford, it's not a mustang. just like the ford gt is not a ford but multimatic gt or mustang wouldn't roll off the tongue