Trying to research which new car to buy can be tough at the best of times, especially if your local dealer is a long way away, or you’re not entirely sure what you’re looking for.
Skoda’s solution has been a 12-month trial of online ‘tours’ of its cars through the Live Tour function on its website. Potential buyers have been able to interact directly with ‘product hosts’ via video, and have them explain all the features of the cars. This includes demonstrating how key features work, answering any questions that prospective buyers might have, and also arranging an appointment to view in person.
Following the launch of Live Tours, more than 2,000 have been taken by interested customers, with some 95% rating the experience positively. Not only that, but 38% have followed things up with a test-drive at aSkoda dealership, and 10% have progressed to ordering a new car.
Skoda made use of Live Tour to launch the new Karoq SUV some three months before it appeared in showrooms, with 20% of those who took an early preview placing an order.
Retailers are not being sidelined by this progress, and Skoda is even using the technology to give product demonstrations to dealership staff, and planning to offer bespoke handovers to fleet customers. That the final sale following a Live Tour interaction is still made by a real dealership should mean retailers view this as a positive development, and not a threat.
The Czech brand is currently on a roll, following the most successful April in the company’s history, with more than 107,000 new Skodas delivered to customers worldwide. Tools like Live Tour should help Skoda sustain growth, as 75% of those interacting with the service were new to the brand.
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