This study explores the core competencies required for sales and marketing roles in the rapidly evolving NEV sector. Adopting an exploratory sequential mixed-methods design, it employs a big data-driven approach to construct a competency framework: web crawlers collected NEV-related recruitment data across over 20 major Chinese cities, the Latent Dirichlet Allocation (LDA) model identified core competency items, and a multi-dimensional consensus scoring process via the Nominal Group Technique (NGT) refined the framework. The resulting validated model comprises nine thematic clusters, reflecting a shift from internal combustion engine (ICE) vehicle sales’ traditional skill set. Beyond enriching conventional competencies (customer reception, sales service, CRM, sales support), it highlights emerging capabilities: live-streaming/short-video marketing, digital media operations, and ecosystem-oriented resource collaboration. Further, NGT-based multi-dimensional evaluations (frequency, importance, difficulty) generated a four-quadrant matrix, offering actionable guidance for vocational education and corporate training (VET) curriculum design. Theoretically, this study redefines digital-era automotive sales roles: not mere product sellers, but core actors in user experience co-creation and ecological value integration, which enriches discourse on sales role evolution. © 2025 by the authors.
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