VW ID.3 or CUPRA Born?
My better half is EV shopping. After checking lease offers and ruling out ugly cars, we decide to visit two nearby dealers (apprehensively because our two young boys are in tow for “the most boring day ever!”)
First stop: Marshall Volkswagen St. Albans. We're warmly greeted, shown my wife’s option A: the Volkswagen ID.3, and told that someone will be over to answer any questions. Good start. We all walk around (or hop/bounce) and while my wife gets a feel for the driving position, I pretend to be practical and inspect the boot space. Sounds of appreciation from the cabin suggest they’re impressed – I’m underwhelmed. It’s not very pretty and has no standout in my opinion, but I concede that I won’t be driving it much anyway.
No one came over. Perhaps all the staff were put off by our boys’ over excitement at a car that really isn’t very exciting. I put my work hat on and look for marketing support; just a lectern with a couple of A4 sheets advising trim level, standard and factory fitted options – I notice a mistake (leather steering wheel listed twice) and am not inspired to scan the QR to find out more. My eldest notices a VW Buzz and pleads that we go and check that out instead – good call, it’s got a bed in it!
Next stop: Group 1 CUPRA Hatfield. A staff member acknowledges us whilst in conversation with a customer, we locate my wife’s option B: the CUPRA Born. We’re quickly joined by another team member who ushers us to one that hasn’t just been sold (if he feared my boys might put a scratch on it, he didn’t let on). It’s instantly more appealing than the ID.3. but essentially the same car; he confirms this but adds that “it’s so much more”. I like him, he’s friendly, knowledgeable and addressing our children to keep them interested.
Also more appealing is the marketing lectern which includes an interactive digital tablet, I start swiping and tapping to check equipment and pricing, but I didn’t need to; our helpful guide was already explaining it all and carefully talking through charge times, advising us to consider the journeys we make to help us pick the right version – he wasn’t pushy and recognised that we probably won’t need the Alcántara bucket seats but might appreciate the head-up display. While he engaged my youngest by showing him the electrically adjustable driver’s seat (mistake), I thought how much better it would be if the tablet was preloaded with one of We Are Acuity’s responsive and interactive digital brochures specific to the model it’s sat next to rather than the full website I was now lost in.
We all left with hearts set on a Born. Not just for its looks but the overall experience led by a person with the right approach. It underscores We Are Acuity’s belief that physical venues coupled with digital excellence plays a crucial role in sales. While we’ll lease it via a broker, there’ll soon be another Cupra on the road – thanks in part to this interaction.
Find out more about our fully responsive, interactive and perfectly tailored digital brochures or see how they can revolutionise your customer's sales journey by checking out this case study.