It’s no secret that the Covid-19 pandemic has accelerated many global trends, not least video conferencing for office meetings and the live broadcasting of virtual sports, including Formula 1. The car buying process, often noted for its laggardly approach to moving online, is certainly not immune. Jaguar Land Rover is the latest firm to “enhance” the capabilities of its online ordering system - specifically so the purchasing journey can be made without stepping foot outside your house.
In truth JLR’s been heading towards this level of online capability for a while, but with lockdown forcing the closure of its showrooms, the manufacturer's website can not only take buyers through speccing engine, trim and options, but also allow them to pay in cash, sign up to a personal contract purchase (PPC) or hire purchase. The system can even give customers a valuation on their current car for part exchange, open them a finance application and put down a deposit. The tech also calculates how adding or removing options will affect monthly payments – a digital feature JLR claims it’s the first to roll out.
Essentially, the new tech means buyers can do exactly what they would have done at a dealership, without ever stepping foot inside one – or indeed, getting out of bed. The positives for JLR and its customers are obvious enough, although some dealerships may find the prospect of an online system a little threatening – especially if it’s one of the Covid-19-enhanced trends that becomes normality when freedom returns… In reality, though, it's likely the digital trend will be used to supplement, rather than replace, the showroom experience.
Indeed, the UK retailer network will still be providing a human element to the digital buying process, should a customer want it, via phone calls and virtual showroom demonstrations that aid decision making. Most car handovers will still take place at dealers, albeit in individual handover bays that “have been prepared in line with social distancing and hygiene guidelines”. Customers can still opt for delivery, something you'd expect in a world now used to things turning up on the doorstep.
JLR has already compiled data from 3.3 million online sales since May 2019, noting that female buyers account for a higher proportion than normal in the digital offering. The firm said the first car to be ordered online was a £119,000 Range Rover, suggesting that those using the website are no less willing to opt for JLR’s highest-grade products than customers who go through things in a more traditional way.
JLR UK managing director Rawdon Glover said of the upgraded system: “Buying a new vehicle may not be the first thing on people’s minds, but for those customers who do want to have a conversation about a new or pre-owned Jaguar or Land Rover, we are here to help. We have been refining our online customer journey for a while and, thanks to the support of our retail partners, we can now provide a comprehensive, convenient and flexible service that is safe for our customers and our staff.”
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