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The automotive industry has always lagged behind other retail industries, particularly in digital development. For example, it is possible to buy just about everything online except a car.
A dealer located near Montreal would like to see that change, and yesterday announced the addition of an online module that allows the user to complete a transaction from beginning to end entirely online, and thus buy a vehicle without ever visiting the dealership.
The retailer in question, Chambly Honda, becomes the first new vehicle dealership to offer its customers to purchase a car from A to Z on the web. The new online functionality required a significant investment that, according to Louis-Martin Racicot, owner of Chambly Honda, should revolutionize the way people buy a car.
“I have always tried to do things differently with any business I have owned, and in the case of the automotive industry, I never understood why it was possible to buy just about everything online, but not a car,” says Racicot. The latter is a Tesla owner, and is therefore familiar with buying a car online, the Californian manufacturer being the only one with Genesis to allow a fully digital transaction at the moment.
So he started looking for a partner who would be able to achieve his goal of adding ecommerce to his sales channels. In parallel, Montreal-based 360 Agency was already working on a module that would allow a dealer to sell new vehicles exclusively online.
“Consumers are now going online to buy the products they need, and studies show that nearly half say they are ready to buy a car on the web. So we wanted to develop a solution that would allow dealers to cater to this new reality, “says Louis-Yves Cloutier, president and co-founder of 360 Agency.
With more than 300 dealers across Canada subscribing to its web development and digital solutions services, the company founded in 2010 has been working on the development of its online sales solution called Showroom360 for over three years.
“We have more than 150 employees at 360 Agency, and most are under 30. They often asked me why it was not possible to buy a car on the web. Ultimately, the auto industry is lagging behind, but we hope that this new product will revolutionize the industry, “adds Cloutier.
Already active on the Chambly Honda website, the system aims to replicate the dealer experience without having the buyer leave the comfort of his or her living room. All versions of the various models on sale are displayed on the site, and the user can choose the version, color, optional equipment and even protection and insurance products.
If the buyer wants to finance or lease his or her next vehicle, the monthly payment will adjust based on the options and products selected, and it is possible to apply for financing and get approved without leaving the keyboard. The process takes about 10 minutes, and once completed the new owner can go to a dealership to pick up the car, or choose the home delivery option that comes with an additional charge calculated according to where the vehicle is delivered. Deliveries within 25 kilometers, however, are free.
And what about negotiation? According to Louis-Martin Racicot, buyers can always contact the dealer to see if it is possible to get a better price.
“The idea is really to take the dealer experience and put it online. Currently it is possible to buy the vehicle and have it delivered to your house, and later in the year other functions will be added in order to give even more control to the user. Meanwhile, our team is always available to answer questions or help potential customers complete their purchase. ”
Mr. Racicot does not expect to see many sales completed online in the short term, but believes that the new technology will simplify the purchasing process for consumers and lead to more hybrid transactions as he calls them.
“I do not expect to realize many A to Z online sales in the short term. However, I believe that many consumers will start or finalize their purchase online. Overall, it will be faster, simpler and more efficient to find their next vehicle” he says.
The new online car buying platform can be tested here,
