Buyers want to complete most elements of car-buying online but not all of them, says boss

Consumers don't want to buy a car totally online, according to Jaguar Land Rover (JLR) UK managing director Rawdon Glover.

“Less than 10% of customers want a completely digital experience," he said. "Manufacturers that will win in this space will make the car-buying journey as easy as possible."

JLR is one of a number of car makers that has introduced online car sales to some extent over the past two years.

Other brands embracing digital sales include Hyundai, Dacia, Peugeot, BMW, Ford and Tesla.

Glover identified 24 stages of the car-buying process, 19 of which can be done digitally through JLR.

“We are investing heavily in our website, for example, our configurators, to allow customers to get much further digitally. But then all fulfilment will be through dealerships," he said.

"We are looking at how the physical and digital worlds can work together.”

He outlined the changing habits of car buying: “Customers want to do research at home. By the time they arrive at a retailer, they are so close to purchasing. The customer is much more informed.”

As a result, Glover doesn’t want interaction at a dealership to be “just transactional”. He added that he believes a dealer’s role is to build relationships and be part of the community. Such a move also ensures long-term business for retailers, as customers will be more likely to return for servicing and maintenance.

Jaguar first announced its online retail plans in 2016 when it launched a digital store in partnership with Rockar. It was the second brand to partner with Rockar, following the lead of Hyundai. The service offers customers the option of buying their car online accompanied by a dealership in a high-footfall location – in this case Westfield Stratford in London – where customers are greeted by “non-selling product experts” rather than commission-based salespeople.

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Since then, Hyundai’s Rockar retail sites have been taken over by a more traditional dealer group as Hyundai launched its own click-to-buy platform, and it’s thought that JLR might go down the same route.

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Comments
15

7 December 2018
So JLR believes that customers want fulfillment via a dealer.

On a separate, unrelated note, if you have any issues with your car, legally its the responsibility of the supplying dealer. That includes problems outside the scope of a warranty..

7 December 2018

As a buyer of multiple Land Rover vehicles, my life would be exponentially improved by never having to interact with a dealer again.

7 December 2018

Having purchased 6 brand new JLR products, I would jump at the change to avoid any contact with their dealers. I've tried various dealers and they are all just plain incompetent.  Only yesterday I orderd 2 x iPace's for the company. Sent the sales guy the link to online configurator, which he then manually entered into a sales order sheet! The process took 90 minuts and was wrong serveral times. Even now, they don't have the interior colour choice listed on the order.  

End to end the process took two of us 3.5 hours each. I'd jump at a buy now button on the Website.

 

7 December 2018

Having purchased 6 brand new JLR products, I would jump at the change to avoid any contact with their dealers. I've tried various dealers and they are all just plain incompetent.  Only yesterday I orderd 2 x iPace's for the company. Sent the sales guy the link to online configurator, which he then manually entered into a sales order sheet! The process took 90 minuts and was wrong serveral times. Even now, they don't have the interior colour choice listed on the order.  

End to end the process took two of us 3.5 hours each. I'd jump at a buy now button on the Website.

 

7 December 2018

Out of interest how long is the delivery time for an I-Pace?

 

typos1 - Just can’t respect opinion

7 December 2018

5 months

FMS

7 December 2018
xxxx wrote:

Out of interest how long is the delivery time for an I-Pace?

 

 

If the answer to your irrelevant question, cos you will NEVER buy one, or for that matter anything, was 24 hours...would you go ahead and purchase?.   nope, cos you're a moronic, time wasting, benefit cheating, decrepit couch jockey.

8 December 2018
FMS wrote:

xxxx wrote:

Out of interest how long is the delivery time for an I-Pace?

 

 

If the answer to your irrelevant question, cos you will NEVER buy one, or for that matter anything, was 24 hours...would you go ahead and purchase?.   nope, cos you're a moronic, time wasting, benefit cheating, decrepit couch jockey.

 

Dude what is wrong with you!? and Why are you obsessed with the poster xxxx?

Daz

7 December 2018

You dream of buying a new car especially one thats "Hot ", you tell your partner all the reasons why you need a new car but really you know you cant afford it. So after months of research you go into a car dealership with no intention of buying a car. You walk in the showroom and all the cars look fantastic especialy the "Hot" you cant afford.Then you meet the nice sales person who sits you in the "hot" one, you smell the leather feel the nice seats gripping you and your inner self is telling you this is the car for you, this is what online sales cant do, sell to the undecided. Simple.

 

8 December 2018

Why would I want to order a Jaguar Land Rover through the computer? Oh yeah, because some car companies don't want you haggling with the salesman.

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