Subaru BeLux leads pilot for online sales
On Friday, Subaru presents a new online sales platform. This sales stimulating tool is being tested in Belgium as a pilot project. If the results are convincing, it will be implemented in other markets.
From now on, consumers can order a Subaru online via the website www.subarustock.be. The website remains fairly simple because Subaru has a model policy with few options, a lot of standard equipment, and only a handful of execution levels.
“We see changing habits and trends in consumer behavior,” says Luc Gyzels, PR responsible at Subaru Belux. “A first trend is the fact that repairing cars becomes more complex and needs more technical competences to maintain.”
“We are often told that the Subaru dealer network is rather confined. That’s true, but the dealers are very competent, and the Subaru vehicles are highly reliable (reliability score 96%). They just need maintenance, and the network is completely fit for this. Other importers will have to choose between their dealers in the future.”
Changing buying habits
“A second trend is a growing tendency among customers to buy their car online,” Gyzels continues. “The current corona crisis is only accelerating this behavior. Consumers have experienced that you can buy almost everything online, including cars.”
Those consumers are now prepared to buy more expensive goods without having seen or felt them in real. It goes without saying that the brand image and the reliability score of the products are key here. With this new platform, we are ready to tackle these trends.
Belgium as a pilot country
The new platform is first tested in Belgium. When the concept gets a positive evaluation it will be rolled out all over Europe. The platform will serve as a complementary sales channel for the dealers. When a car is ordered online, a sales advisor contacts the buyer and leads him to the dealer of his preference. There, the car can be delivered.
The first reactions on the platform are convincing. To introduce it, Subaru offers the Final Edition of its outgoing BRZ sports car. It’s a limited edition of a well-known car that doesn’t need much preliminary testing. From the 15 units available for Belgium, six are already sold.