Amidst the ongoing lockdown, luxury car brands amp up digitisation efforts to stay ahead of the curve in terms of marketing and sales.
Even before COVID-19 took over the lives of people, the automobile industry has been struggling to maintain sales. However, the lockdown had added a new layer of worry for the industry, especially for brands in the luxury segment. The element of look and feel and experiencing the product before making the purchase is an essential part of a buyer’s journey. Since it wouldn’t be possible for brands to offer that for at least a few months to come, they are concentrating on the digitisation of these experiences. Here’s what some of the luxury car brands are doing to stay relevant, nudging customers to make the purchase.
German luxury car manufacturer Audi has rolled out digital sales and after-sales offerings. Potential buyers can now visualise the cars with the help of Virtual and Augmented Reality, getting with a 360° experience before purchase. Customers are also being encouraged to post pictures of these online experienced on social media using #AudiShowroomInEveryRoom.
“While our belief in a digital future is already profound, the advent of COVID-19 has only made it stronger as to how we interact with our customers going forward. With these initiatives, we are taking digital experiences to the living rooms of our customers,” said Balbir Singh Dhillon
, Head of Audi India.
The road ahead:
Digitization in regards to the buying process and engaging with a customer will continue to be at the core of Audi India’ strategy.
In response to the restrictions under the COVID-19 lockdown, Jeep has introduced a digital module called Book My Jeep. As per the initiative, prospective customers can enjoy the convenience of a test drive in a sanitised vehicle delivered at their doorstep.
“Physical distancing has become the new normal and keeping this in mind, our approach is to ensure customers, as well as our dealer showroom staff, are well protected. While the digital module will do its job of providing information and collecting necessary customer data, our dealer personnel will continue to personalize the retail experience the human way,” said Dr Partha Datta
– President and Managing Director, FCA India.
The road ahead:
The touch-free retail experience has been designed to enhance convenience for customers. It is the brand’s way to brace the new normal.
Jaguar and Land Rover
Jaguar and Land Rover have improved their online vehicle buying platforms with enhanced features and navigation for ease of use. Potential customers can compare features, chat online as well as call to get more information in order to make an informed decision. Existing customers can also log in to avail contactless vehicle pick up and drop facility.
, President & Managing Director, Jaguar Land Rover India said: “At Jaguar Land Rover India, our aim has always been to offer a hassle-free and transparent purchase and service experience for our customers. With our enhanced and updated purchase and service portals, we are now able to offer the additional benefit of a contactless and safe environment in which our customers can fully enjoy the Jaguar Land Rover experience.”
The road ahead:
Improved digital experience for buying as well as servicing the cars. Contactless options are becoming an essential part of the company’s offerings.