Automakers and dealers across the World are adopting online marketing and sales as part of measures to remain in business.
Indeed, automobile companies such as Hyundai Motor India, MG Motor and Mercedes-Benz are turning to online portals to boost sales, expecting customers to make a slow return to physical showrooms once the lockdown is lifted.
MG Motor India’s online sales channel is scheduled to become operational by the end of the month. Hyundai is accelerating the launch of its one-stop digital sales platform “Click to Buy.” Mercedes-Benz, which currently sells pre-owned vehicles online, is adding new vehicles on its platform.
As much as a quarter of vehicle sales are expected to happen online by 2025. New-age consumers have already started drawing heavily on online information to make vehicle-buying decisions. The spread of Covid-19 and associated preventive norms of social distancing will quicken the shift to purchases online, auto industry experts said.
“The coronavirus outbreak and the subsequent lockdown hastened our decision to opt for such a solution,” MG Motor India president Rajeev Chaba told ET. “We are expecting a profound behavioural change. We think more and more consumers would now start finding it more convenient to make purchases online.”
MG Motor India’s portal will allow customers to research vehicles, make bookings, schedule test drives, avail of financing options and determine delivery dates.
Hyundai has 10 models available for sale on its Click to Buy website.
“Digital models of retail and sales are garnering traction among buyers. Customers are now factoring in convenience to their purchase journey, even for products such as automobiles,” said WS Oh, executive director (corporate planning) at Hyundai Motor India.
All customer queries can be addressed via dealerships in real time and for customers who finalise purchases, delivery will take place once normal operations resume.
“With the coronavirus situation, this (online sales platform) might be a great option for customers who want to buy a car but do not want to go to any crowded area,” said SS Kim, managing director at Hyundai Motor India.
