Numerous online sellers have revolutionized how we buy (and sell) cars and trucks and the legacy automakers want in on it. Nissan developed a program with seven dealers in various areas that is called Nissan@Home. With their new site, prospective buyers can set up test drives, pricing, etc. without ever leaving their homes, which is getting more and more important these days. Buyers can visit the dealership or complete their transaction online and take delivery at home. Sound familiar? Have you seen the commercials online or on TV for other sellers? Nissan expects more and more of its dealers to sign up in future months. Many large dealers already offer this service from various manufacturers.
Okay. When I got this release, I expected Nissan to roll out a sales experience more in line with Tesla's selling model where vehicles are sold directly from the manufacturer. Nissan's new Ariya EV (above) would benefit from that arrangement as dealers are, well dealers and they have a tendency to mark-up prices on popular new models as reportedly some Ford dealers have on the new Mustang Mach-e (even though orders were placed online). Maybe the legacy automakers should offer their EVs through new divisions and adopt Tesla's selling model. For example, Ford could open Mercury (again, you know the God of flight and speed) and have greater control over the sales and service of EVs, which are the future. We shall see how this plays out. Traditional dealers may fade away if they don't adapt. Dealers could still be manufacturer-aligned and certified but would focus on service and sell only used cars (PS: that's where the money is anyway). They could even offer a delivery service if automakers so choose. According to published reports, about 150 of Cadillac's dealers took the company's buyout offer because they didn't want to sell EVs (short sighted especially since Cadillac will be EV only in a little more than a decade). Of course, they could have been in trouble, and GM wanted to decrease the number of Cadillac dealers, so... More to come.
Source: Nissan - Media release, pics, Various reports
Media Release:
Nissan@Home takes car buying completely online - from test drive to delivery
Nissan is launching Nissan@Home, a complete online shopping program for customers who, if they choose, will never have to leave the comfort of their home to buy a vehicle from a Nissan dealership. The solution will be available through participating Nissan dealerships throughout the U.S. in the coming months.
Nissan@Home provides customers a seamless online experience. A customer will be able to schedule and complete a test drive, manage the purchase process, take delivery, and handle service needs from a computer, tablet or mobile phone. They can transition into a Nissan dealership at any time during the process, or complete the deal from a remote location of their choice – their home, a local coffee shop or anywhere they have online access.
"Nissan@Home gives customers what they’re asking for – the ability to purchase a vehicle on their terms," said Dan Mohnke, vice president, ecommerce. "Through this new program, Nissan dealers can provide a better customer experience which can, in turn, help improve their own business performance. It’s an important first for Nissan, and a great value to our customers.”
A proven success
Seven Nissan dealerships participated in a test of the concept this past summer representing markets in Virginia, Michigan, Texas, Florida and Illinois. Each dealership in the pilot program recommended that Nissan proceed with a nationwide rollout.
“You see what’s happening now with holiday shopping. Online buying is massive and absolutely what today’s consumer is wanting. COVID-19 has only increased that demand," said Dan Banister, owner of Banister Nissan of Chesapeake and Banister Nissan of Norfolk, both in Virginia. "It was remarkable what we found during the test this summer. Our sales close-rate nearly doubled with customers who used this online shopping solution."
For now Nissan’s Digital Retailing Solution remains available to customers of the pilot dealerships.* Additional Nissan dealerships can now enroll which could enable availability to Nissan customers throughout the U.S. by this spring.
About Nissan North America
For more information about our products, services and commitment to sustainable mobility, visit nissanusa.com. You can also follow us on Facebook, Instagram, Twitter and LinkedIn and see all our latest videos on YouTube.
* Banister Nissan of Chesapeake; Banister Nissan of Norfolk; Coral Springs Nissan; Douglass Nissan of Waco; Jeffrey Nissan; Tamaroff Nissan; Uftring Nissan
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