Skip to content
Advertisements

Jaguar Land Rover UK boss: buyers don’t want digital-only car sales

Jaguar Land Rover UK boss: buyers don’t want digital-only car sales

https://www.autocar.co.uk/car-news/industry/jaguar-land-rover-uk-boss-buyers-don%E2%80%99t-want-digital-only-car-sales

Jaguar Land rover dealership
Buyers want to complete most elements of car-buying online but not all of them, says boss

Consumers don’t want to buy a car totally online, according to Jaguar Land Rover (JLR) UK managing director Rawdon Glover.

“Less than 10% of customers want a completely digital experience," he said. "Manufacturers that will win in this space will make the car-buying journey as easy as possible."

JLR is one of a number of car makers that has introduced online car sales to some extent over the past two years.

Other brands embracing digital sales include Hyundai, Dacia, Peugeot, BMW, Ford and Tesla.

Glover identified 24 stages of the car-buying process, 19 of which can be done digitally through JLR.

“We are investing heavily in our website, for example, our configurators, to allow customers to get much further digitally. But then all fulfilment will be through dealerships," he said.

"We are looking at how the physical and digital worlds can work together.”

He outlined the changing habits of car buying: “Customers want to do research at home. By the time they arrive at a retailer, they are so close to purchasing. The customer is much more informed.”

As a result, Glover doesn’t want interaction at a dealership to be “just transactional”. He added that he believes a dealer’s role is to build relationships and be part of the community. Such a move also ensures long-term business for retailers, as customers will be more likely to return for servicing and maintenance.

Jaguar first announced its online retail plans in 2016 when it launched a digital store in partnership with Rockar. It was the second brand to partner with Rockar, following the lead of Hyundai. The service offers customers the option of buying their car online accompanied by a dealership in a high-footfall location – in this case Westfield Stratford in London – where customers are greeted by “non-selling product experts” rather than commission-based salespeople.

Since then, Hyundai’s Rockar retail sites have been taken over by a more traditional dealer group as Hyundai launched its own click-to-buy platform, and it’s thought that JLR might go down the same route.

Read more

Online car-buying: which brands have one?

New Range Rover Evoque revealed

Jaguar considers transformation to EV-only brand

 

Car News

via Autocar RSS Feed https://www.autocar.co.uk/

December 7, 2018 at 08:03AM
https://www.autocar.co.uk/sites/autocar.co.uk/files/styles/car_review_image_190/public/images/car-reviews/first-drives/legacy/99759jlr-resize-1024x575_0.jpg?itok=sjYdX-qq

Categories

Car News

Tags

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: