VW expands online presence in Denmark

VW expands online presence in Denmark

Danish motorists can now buy a Volkswagen almost entirely from the carmaker’s website. However, Volkswagen’s online purchase service applies only to its up! minicar.

Customers can order that model through VW’s Danish website and pay with a credit card or Danske Bank’s smartphone payment app, MobilePay.

According to the German car manufacturer, the vehicle will be delivered to the buyer within 10 business days.

Denmark is a logical choice for Volkswagen’s new program, as it is a country of avid online shoppers, the company says.

According to global research and marketing firm, eMarketer, the country will have the second highest digital buyer penetration rate in the world in 2017, with 75.5% of the population ages 14 and older expected to make at least one digital purchase during the year.

It’s too early to tell whether the penchant for e-commerce in Denmark will extend to car buying, however.

For example, car parts and accessories, which have already been available for purchase online, have not sold particularly well.

According to the FDIH (Foreningen for Dansk Internet Handel), auto, boat and bicycle equipment combined accounted for just DKK 2.8 billion (AUD$518 million) of total business-to-consumer (B2C) ecommerce sales in the country during 2016.

However, Volkswagen says the timing is just right. Overall automotive sales in the country are booming, driven in part by recently lowered registration taxes.

According to the Danish Car Importers Association (DBI), a record 222,924 personal cars were sold during 2016, up 7.4% from 2015.

Data from Statistics Denmark show that the boom has continued into January 2017, with the total number of newly registered cars, including private or corporate purchases and leases, rising 19% year over year.

The up! is the most popular minicar in Denmark, with 7361 units sold in 2016, according to Volkswagen.

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