Analysis: How COVID has changed car buying in Singapore
Derryn Wong
06/07/2020
Remote, But Not Isolated
Of course, the sheer cost of a car – it being the most expensive consumer item most people will ever buy – means that a test drive, and a direct experience of the product will remain essential.
But even that, like food or other services, is now coming directly to your door. To go with digital showrooms, car brands are also “remoting” as much of the buying experience as possible, and the two major developments here are remote test drives and remote delivery.
Would you buy a car now?
Even before the CB came around, the “remote” test drives were already offered by Lexus and Kia – you arrange the time and place, and a representative sends the car to you and accompanies you on the test drive.
In fact, this is simply an extension of what some of the more luxurious car brands have already done for VIP customers or prospects for expensive cars for quite some time. The difference is of course, right now pretty much any brand will do the same as long as you ask for it.
Before long we will see the entire “as remote as possible” experience crystallised into a standard experience across the industry. BMW has already unveiled its new buying experience with all the above-mentioned integrated in mid-June, and christened it with a snazzy new name: ‘Convenience 360’ means you only need to come into contact with a real person during the test drive and delivery phases.
So far the response has been positive, according to Mr Wehner: “We are pleased that the feedback on our digital showrooms from potential buyers has been excellent. They can connect with the emotional content, appreciate the ability to easily find relevant information, and receive immediate support whenever needed. In these times, a fully contactless customer journey is highly appreciated.”
Continue to Page 4: The most important thing that decides car buying behaviour in Singapore is: ‘C-O-…
About the Author
Derryn Wong
CarBuyer's former chief editor was previously the editor for Top Gear Singapore and a presenter for CNA's Cruise Control motoring segment.
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