Motoring: Will we all buy online in the future or be allowed to choose?

As more manufacturers move to online purchasing of new vehicles, they are discovering some of the challenges they will need to meet, particularly if they wish to keep their customers happy and retain them in the future.

Already both sellers and purchasers have become quickly aware of what can happen if the product doesn’t do what it was supposed to do and the customer would like to return it.

This is a much bigger problem with the most expensive item after an apartment or house as the cost involved of replacement is far different to a piece of clothing, something for the home, or any other purchase.

Currently they employ intermediaries, their dealers, who are responsible for giving good advice to the customer, from a choice of vehicles which are then test driven and specified to their choices. On delivery, they are handed over with full instructions of the controls and maintenance requirements and they hand back their current vehicle in part-exchange.

They are also given a choice of how they pay for the vehicle with a variety of alternatives, some from the manufacturer.

Now many new electric vehicles are sold directly online with the manufacturer and the dealer has been appointed as an agent and receives a fixed fee. So how do they make their purchase?

Certain manufacturers expect the customer to do their own research and have played no role in giving advice or valuing the part-exchange, but have expected them to go to their agent for this.

Where the only choice is to order online the manufacturer can cut costs, as they can build to order and remove some storage costs and pay the dealer less money as they too can save storage and financing costs. There is no haggling on the price which a number of customers would prefer.

In today’s world this would seem to be totally reasonable and an obvious additional benefit for some customers. Would you like this to be the only way you could make your purchase?

In many cases the answer is no.

Some customers want advice from someone they feel they can trust to give them good advice and reassure them they have the right vehicle for their needs.

Currently there is an amount of concern about electric vehicles and knowing when the right time is to buy or lease one. I was at the Royal Cornwall Show and it was the hottest topic on our stand.

I and my team gave the best advice we could, following a number of questions and answers letting us know what they requirements were and where and when charging was available.

When products go wrong, customers who have purchased online simply send them back and subject to certain conditions, they have the ability to get our money back or a replacement. Will this happen with your car?

The dealer, who is also the authorised repairer, currently has the ability to negotiate with his manufacturer on your behalf to obtain a satisfactory outcome. As appointed agents, we will continue to try and correct the fault but if this fails we must hope we can continue to negotiate on their behalf to ensure a speedy resolution and a satisfied customer.

My hope is that customers will be given a choice of many channels to make their new vehicle purchase and we can continue to give the best advice to see they get what they hoped for.