DrivingSales
One Dealership is Changing the Game When it comes to Test Drives
Test driving can be a pain in the butt for the customer. Test Drives can take hours out of their day, they have to travel to get to the dealership, and has potential to be socially uncomfortable as well.
But one dealership, who spoke with DrivingSales News, is trying something that they think will change the game of test drives completely.
Koch Lincoln of Alberta calls their new web feature ‘On-Demand Test-Drives’ and It gives the customer the opportunity to test drive their vehicle of choice from home.
Here’s how it works:
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Customer goes online and orders a vehicle they want to test drive
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A product expert delivers the car straight to the customers home
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The customers gets to test drive the vehicle for 48-hours and returns at the end
Les Koch, Director of Sales for Lincoln Koch says they are always thinking of new ways to give buyers the ‘wow-factor’, “It is important that every touch-point of our business is personalized, professional, friendly, and helpful. No matter what part of the purchase journey the customer is on, they will be treated like a VIP.”
Their ‘on-demand test-drives’ are so new, they haven’t had a chance to gather any feedback from customers, but expect it will be well received.
From an outside perspective, this seems like it could be a risky move, but has potential to have a large payout.
What do you think - Is this something you would try?
What are concerns you’d have doing this at your own dealerships?
(To learn more about this dealerships innovative feature, click here.)
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4 Comments
Kelly Kleinman
Dealership News
Free rental...very dodgy to try and pull that off in this country. If I were a dealer I would reserve that only for a current customer.
Joe Henry
ACT Auto Staffing & ACTautostaffing.com
More information needed. First and foremost- how would the dealer's garage liability carrier look at this, who has the coverage? Next, might work on a used vehicle but if a new car/truck goes out with 10 or less miles on this test drive, comes back with 100 and customer declines to buy, sales force will avoid any of these units like ebolla.
There is much more to this than what we see here, but innovative. Hertz and other rental agencies have programs where the customer can rent the car and then apply the rent to purchase.
C L
Automotive Group
The feel of the wheel am I right?
David Hicks
Ontario Motor Sales
We rolled out a program like this 3 years ago at our Dealership in Ontario, Canada and unfortunately at that time, and still to this day, OMVIC will not allow the Off-site test drive as they consider it "trading off premises" which is a no no. I've been in touch with OMVIC as recently as a month ago to discuss this as several dealers are starting to add this to their experience and was told that the rules have not changed.
As ridiculous as it sounds, it's not going to change until the legislation changes. We need to work with the TADA to get this revisited. Regulations are getting in the way of creating better customer experiences.