At We Are Acuity we believe the best retailing approach comes from the right blend of physical and digital environments, providing customers with unique experiences to meet their individual needs. With a long history of working with automotive clients it’s always interesting to see how different auto brands are approaching this and shifting their tactics as they battle to offer a truly seamless customer experience.
I’ve written about Genesis before, a luxury brand with a strong online presence supported by three Genesis Studio brand experience sites in the UK. Last week AM Online reported that Genesis has started conversations with potential dealer partners as they look to grow a sustainable network of up to 20 dealerships. This represents a marked change in direction for the brand as they look to bring their award-winning products to a wider UK audience and offer the best customer experience possible in an omnichannel way. After all, it can be hard to differentiate yourself in a competitive premium market unless customers can touch, see and experience the product. Right?
GWM ORA UK is one of the newest entrants to the UK market, with the Chinese brand aiming to build a network of dealers and achieve 5,000 sales of its Funky Cat in 2023. Getting the right physical outlets in place is a key piece of the jigsaw in establishing the brand in the UK and has seen GWM partner with large retailer groups such as Wessex Garages, Lookers plc and Peter Vardy Ltd. But they also have centralised ‘order online’ facility allowing the customer to do as little or as much online as they wish, including processing finance and part exchanges. Physical and digital working in harmony offering flexibility for consumers without forcing them one way or another.
BYD, another of the new Chinese brands arriving on UK shores and the biggest manufacturer of Electric Vehicles in the world, appointed its first UK dealer partners in January in a bid to get the right expertise in the right locations to provide outstanding customer service. The firm achieved global sales of 1.8m in 2022 and will have vehicles on sale in the UK during the first half of 2023.
These are just three examples of brands being agile with their tactics to meet the needs of consumers in an industry which has experienced huge disruption in the last 12-24mths. But there are also numerous brands who are focusing solely on the online experience. With lots of shuffling for position it remains to be seen which approach will come out on top.
If you work within automotive, be it a retailer or at brand level, I’d love to understand your view and talk to you about the future of auto retailing. Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.
Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog