40 Under 40

Joe Jackson has always been on the cutting edge.

He was a member of his high school computer club and participated in programming competitions in the '80s, before computers were in every household.

He brought Internet sales and digital marketing to Bowman Automotive Group, in Clarkston, Mich., in 2008, before cars were widely shopped for, let alone purchased, online.

About 15 years later, Jackson found himself at the forefront of another evolution in automotive retail — electric vehicles. Last year, he and his team made Bowman Chevrolet the top retailer of Chevy EVs in Michigan, and ever since, Jackson has been working with local leaders to install public chargers in the community as part of a General Motors program in partnership with its dealers.

Jackson attends board meetings with city managers, parks and recreation supervisors and other municipal officials from Clarkston and nearby Ortonville to educate communities on the need for EV chargers — an initiative co-branded between Bowman Chevrolet and Ultium, GM's battery and charging brand.

He has suggested chargers be installed at locations such as libraries, downtown areas and parks. He aims to help install as many as 12 chargers in the community.

That's all outside of his work at the dealership. Day to day, Jackson sells the EVs that will make use of those chargers.

Years ago, Katie Bowman Coleman, dealer principal for Bowman Automotive, wanted her staff to embrace EVs. Leadership agreed that "we should be ahead of the curve and be prepared," said Jackson. The task, he said, was to understand EVs, to "not be afraid of them or afraid what that means for the industry, but just embrace it and run with it."

In fall 2020, when too many Chevy Bolt EVs were sitting on the lot, Jackson and team kicked off an EV sales initiative. Step one was creating an internal group of EV ambassadors, so Jackson offered employee incentives for buying a Bolt. Now, 10 of about 100 employees own a Bolt EV or Bolt EUV, including Jackson. Staff can walk customers through the public and home charging experience and estimate costs for installing home chargers.

Jackson also expanded employee training on EVs and charging and launched a marketing campaign to share the store's passion for EVs and the Bolt.

The initial target was to be top Chevy EV retail dealer in the district, but last year, Bowman was tops in Michigan, selling 120 Bolt EVs and Bolt EUVs, despite a sales and production freeze because of a safety recall.

Before Chevy discontinues the Bolt EV and EUV by the end of this year, it plans to launch electric versions of the Blazer, Equinox and Silverado.

At Bowman Chevrolet, Jackson and his team are prepared. They have both the confidence and the knowledge to sell them.

For customers considering an EV, "there's nothing better than that real-life experience," Jackson said.

"We can make customers feel like we can help."

— Hannah Lutz