Jaguar Land Rover is claiming a first in online vehicle sales, establishing a partnership with dealer group Rockar to split the vehicle sales process between a retail store and online.
Rockar is best known for its well-known roll out of Hyundai dealerships inside British shopping malls.
The new venture uses similar stores with product experts paid to serve and not sell. They offer advice, show colour samples and interior leathers, and show them around the six vehicles on display.
Customers can use instore terminals to specify and purchase their car, or in a new move, finish the transaction through a website at home.
There is no need to visit the physical store as the online site allows customers to browse models, book test drives, specify their car, arrange finance and even trade in an existing model before hitting the buy button.
Supporting the store and website is a dedicated service centre based a mile away in Bromley-by-Bow that prepares new cars for delivery, service, maintenance and warranty works.
Using this retail model in the past, Rockar claims that more than 54% of its buyers have been women and that the average age of customers has been just 39 years old.
The first store will open in the Westfield Stratford shopping complex in London early October. This in addition to Jaguar Land Rover network of 201 UK retailers currently undergoing a major £1 billion overhaul.
From September 7 the online store will be available to customers. “At Rockar we’ve turned new car buying on its head and created a whole new way to buy a car,” says Rockar chief executive Simon Dixon.
“Our research has revealed that customers in today’s digital age are looking for an easier way to buy cars, more aligned to how they shop for their clothes, food and gadgets. Rockar’s recent success has proved this research with over 60% of its customers now buying online.”
Managing director for Jaguar Land Rover UK Jeremy Hicks says move is a first for a premium brand.
“Rockar Jaguar Land Rover Stratford London is a unique addition to the network. The first premium car company to extend its network to include a shopping complex location, Jaguar Land Rover has developed and applied its customer-centric ethos to fit this new environment, creating an immersive, brand-led experience,” he concludes.
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