From now on, if you fancy a new Subaru, you'll be able to simply go online and - click, click, click - choose, buy, and organise the delivery of your new flat-four-engined pride and joy without ever leaving your lounge.
Configure, finance, and deliver
The new site - still hosted at subaru.ie - will allow car buyers to configure a new car, apply for finance, sort out trade-ins and valuations, and arrange delivery. While it's tempting to assume that this is all in response to the current pandemic and the successive lockdowns, it's actually something that's been in development for Subaru Ireland for the past two years. Given that Subaru only has a small network of dealers around the country, it seems to make perfect sense for the brand to attempt an expansion online. Subaru says that it expects a whopping 80 per cent of its sales to come from this new online showroom.
All stages of the buying journey
Pat Ryan, Managing Director of Subaru Ireland commented: "Our new Subaru website revolutionises the online sales process. Just five years ago, customers visited a dealership on average three times before completing a purchase, this is now down to a single visit. Customers are increasingly researching their next vehicle online, but the sales journey can become fragmented and distorted by finance applications and trade-in negotiations that take place offline. At present, over 75 per cent of new vehicle sales in Ireland are associated with a trade-in vehicle. We are delighted to be the first brand in Ireland to integrate online trade-in valuations with the sales and finance application to determine the true cost of change for the customer without the need for them to leave their home. The new Subaru digital sales journey brings together all stages of the buying journey under one trusted umbrella and is no doubt the future of online and contactless purchases in the motor industry."
The decision is down to the individual
That said, this is in no way an attempt to bring the age of in-dealer sales to an end. According to Ryan: "The physical dealership still plays an integral part in the sales process to many people, however, we must also accept that for others it is seen as an unnecessary journey. Our new digital sales channel enables customers to visit their dealership as much or as little as required, this decision is down to the individual customer. Even for customers that complete the sales journey online, the vehicle handover will be conducted by the local dealer either at the dealership or via home delivery and the dealer will also follow up with the customer for all aftersales and service requirements."
To mark the announcement and the opening of the new website (do websites have openings?) Subaru is offering an online discount voucher of €2,000 or the option of a reduced finance package interest rate of just 2.9 per cent.