Two-wheeler manufacturers move towards integrated online sales platform

NEW DELHI: As the Covid-19 crisis stretches its impact, the automobile industry is relying on the digital platform and other innovative ways to drive sales.
Much like four-wheeler manufacturers, the two-wheeler industry is expanding and strengthening its digital outreach.
A two-way channel, the digital platforms are enabling customers to reach out to the motorcycle makers easier in the wake of the Covid-19 pandemic.
Suzuki Motorcycle was the first to expand digital sales. Hero MotoCorp and Royal Enfield have adopted a similar strategy.
Suzuki Motorcycle has launched its online sales and service platform through ‘Suzuki at your doorstep’ programme, which is integrated within SMIPL’s official website. This will enable customers to buy, test-ride and opt for after-sales services at the click of a button.
“The online booking, doorstep delivery and service of Suzuki vehicles have been introduced keeping the safety and wellbeing of our customers and employees at the core of the initiative.
“With our online sales solution, we look forward to bring in positivity in the two-wheeler segment and the overall industry post-Covid-19,” SMIPL Managing Director Koichiro Hirao said.
Similarly, Hero MotoCorp introduced its eSHOP to enable a seamless buying experience, which is completely digital. Customers will be guided through all the relevant steps of making a decision, buying the vehicle and taking delivery, including the latest on-road price, live stock status, online document submission, instant dealer intimation, finance options, sales order preview and confirmation, VIN allocation, and delivery.
All the purchase-related information and actions are built into the system, allowing customers to purchase their preferred motorcycle or scooter directly from the company website, in an easy and transparent manner, Hero MotoCorp said in a statement.
Royal Enfield becomes the latest entrant to start contactless purchases. Through several digital and online conveniences and ‘At-your-doorstep’ services, Royal Enfield aims to provide customers with a seamless and hassle-free purchase and ownership journey.
Royal Enfield chief commercial officer Lalit Malik said, “Our focus is to bring more value and engagement to our customers across all levels of brand interaction to create an involved purchase and ownership experience that is seamless and hassle-free.”
Harley-Davidson, earlier during the lockdown, introduced home delivery for its motorcycles. “This will help customers explore the range of Harley-Davidson models on and then directly connect with a dealer expert via the dealer locator to discuss their purchase and payment opportunities. Home deliveries are free for distance up to 40kms from the dealership and chargeable for every extra kilometer,” the luxury bike maker said.

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