![]() ![]() ![]() "That market dominance might now change, though, has BMW has rolled up its sleeves and launched the i4. The channel also suggests that market dominance could begin to change going forward, and it may just be the BMW i4 that leads the charge. However, it also makes it clear that the Model 3 is the true leader in the space, and it has been for years. YouTube channel Electrifying admits that its favourite EV, and that of many shoppers in the UK, is the Polestar 2. Meanwhile, the Model 3 was built as an electric car from the ground up, so it's arguably more futuristic, and less conventional. The i4 is essentially a BMW 4 Series that's been electrified, so it may also appeal to petrol-car shoppers who are considering making the switch to an EV. Subscribe to TechFirst get a transcript of our conversation. It’s your personal partner on your side who is on service at every point 24/7 when you have a wish or when you have a demand in the context of your mobility system.” “I think it’s nearly a concierge kind of thing. for me, that’s very, very clear,” he told me. “People want to get in touch from time to time with real faces. However digital cars become, and however digital the car-buying experience becomes, Thiemer says the human touch should never disappear.īut where it appears should be based on digital data. And there’s both pluses and minuses to that vision. It also keeps the dollars flowing, of course, and is possibly a step on the path to never actually owning a car but just paying a transportation subscription fee and getting access to a particular car, or any vehicle you might need. When you like, you can order that.’ So that’s done actually in less than a minute and you’re ready to go.” We say, ‘Okay, there’s a free trial period. we offer that to you, we explain what’s the advantage. “If the customer is in a situation where, for example, a technical feature like a specific active cruise control in an advanced version would be great for the person to have. “We have the possibility to offer digital services and functions on demand during the usage phase,” says Thiemer. Tesla does that with Acceleration Boost, for example, which you can buy to make your already-fast long-range Model 3 or Y Tesla even faster, though not as fast as a performance model. In a new world - brave new world? - there could be un-enabled functionality in your car that you only unlock as needed or desired. “As the web evolves, there will be greater demand than ever for data-driven, immersive experiences that include e-commerce, multi-user functionality and the ability to own and export customized versions of your identity and possessions across virtual worlds.”Īnd that means the car-buying journey doesn’t end when the customer takes delivery. “Customer experiences and seamless journeys – built on insights, data and compelling content – are what make the digital economy personal,” says Anil Chakravarthy, president, Digital Experience Business at Adobe. That’s one of the places BMW is working with partners like Adobe with its Experience Cloud, a suite of applications for commerce, customer data, and personalization across channels and media. While most brands do take orders, the industry is still largely built on pre-made choices that consumers simple accept or reject, rather than configured models with everything you want and nothing you don’t need. Besides, having to negotiate before you can get a good price is not exactly great for brand image.Īnother: configuring cars to personal needs. ![]() But in an increasingly digital sales world, it’s tough to incorporate negotiation. That’s new for most car brands, of course. And that having to drive fairly far for service is not an ideal customer experience.) (As a Tesla owner, I can verify that need still exists. still need - for a perfect customer journey - those touch points.” we see also brands in the automotive sector who are totally based on a digital purchase journey, on a direct sales model, they are now more and more investing into physical locations as well, because they. “And of course I think it would be stupid to give that up, because it is, even if there’s a huge trend to direct sales. “For many, many people out there our retail partners are the main interface to our brand,” Thiemer says. ![]()
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