Holden looks set to change the way its customers purchase a new vehicle, launching a trial on-line store where Australians can buy a vehicle at a click of a button.
Available initially in the Melbourne metropolitan area, users can choose from a range of Holden vehicles, including the all-new, fully-imported Commodore, Astra small car, and the Equiqox and Trax SUVs, specifiy paint colours and options and then, finally, have your new car delivered to your home.
“Holden’s always been at the forefront of the Australian industry, [and] this is the latest in a long line of customer-focused initiatives we’re excited and proud to offer Australian drivers,” said Chairman and Managing Director Mark Bernhard.
“Ten years ago, we were tentatively buying clothes online and it was inconceivable to buy big ticket items like TVs through the internet, but as consumer tastes change and confidence in online commerce has grown, so too has Australian consumers desire to purchase at a time and location that is convenient to them.
“It’s only a matter of time before the digital revolution reaches automotive retailing.”
Holden isn't the first brand to dabble with internet shopping for new cars in Australia, with Mercedes-Benz city-car division, Smart and Subaru both having deployed limited on-line showrooms for the ForTwo and BRZ respectively.
However, Holden has developed a more comprehensive program that not only offers a wider range of vehicles but incorporates more facets of the transaction process, including negotiating a trade-in for your existing car and finance for the new one.
While it takes the journey out of visiting a traditional dealership, it doesn’t take the dealer out of the process. Holden claims the on-line store has been developed in conjunction with its network and includes them, and encourages them, to build a long-term relationship with customers through servicing and maintenance.
“Although the online car buying experience finishes at the click of a button, the car owning experience is a long-term relationship, that’s where the dealers step up, home delivering the car and providing exceptional customer care for the lifetime of the car,” adds Bernhard.
“Will online car buying be for everyone? No, or maybe not yet, for us it’s about offering the choice.
“Consumer buying habits continue to evolve and we’re constantly anticipating what’s coming so that we are ahead of the game and how we can offer the best customer experience alongside our dealer partners.
“We put this country on wheels and we’ll continue to lead personal mobility for Australian drivers and passengers well into the future with the best products, the best technology and the best people, to provide our customers with an unparalleled experience.”
Holden’s on-line store is the latest initiative in its transformation from a local manufacturer to a fully-imported brand, and the latest stage of its internet revolution. In that regard, it is at the forefront of the industry having launched its Maven ride sharing portal and planning to introduce GM’s wide-ranging OnStar concierge services in 2019.
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