In the more advanced markets, businesses have become established online for many years and their e-commerce processes have advanced greatly. Malaysia has also been going along the same path towards digitisation but the pace accelerated in the past year with the pandemic making physical interactions less advisable. This has meant that the traditional processes whereby customers visit showrooms when they are shopping for new cars has had to change, and the industry has quickly made the transition to online showrooms.
Mitsubishi Motors Malaysia (MMM) is among the companies that has ‘opened shop’ online and its first online showroom is designed to provide a digitally enhanced experience for customers to do research on various models available, and then to make a purchase if they wish to do so.
In developing the Mitsubishi Online Showroom, MMM looked for ways to improve the customer’s purchasing journey by examining the various stages from the time there is interest in the product to the completion of the purchasing process. The Mitsubishi online showroom has narrowed-down the fundamental processes from the traditional one to a digital car-purchasing journey, leveraging on technology enhancement.
“In the past year, we’ve seen an unpredictable level of change, because of the new normal and the need to maintain social distancing. The launch of Mitsubishi Online Showroom is a strong example of MMM’s commitment to deliver a more human-centric experience by encompassing a holistic approach across three key organizational pillars: people, process and technology,” said Tomoyuki Shinnishi, Chief Executive Officer of MMM.
“We have always believed in creating a walk-through experience and this Online Showroom is an extension from getting to know the product, test-drive at customer’s convenience, and communication with the dealer to finalize the purchase journey. We want to offer our customers a safe purchase of their Mitsubishi model without the need of leaving their home,” he said.
360’ Virtual Showroom
One of the features of the Mitsubishi Online Showroom is the 360-degree views available of each model’s exterior and interior. Thanks to today’s advanced software, it is possible to zoom in and out for a closer look at details and learn about the many features in Mitsubishi vehicles.
Each of the Mitsubishi models on display has a clickable interactive button to instantly show more information and its key features. Besides the 360-degree views, there are also static images in a gallery with different angles and environments.
Test Drive 2U
The TEST DRIVE 2U online service was actually launched in May 2020 and it allows customers to experience a Mitsubishi model without having to visit the showroom. Customers who require a test-drive can now submit their request via the Online Showroom as well. It takes just a few simple steps and an authorized Mitsubishi dealer will be notified who will bring the selected model car to the customer’s preferred location.
With so much information available online, many customers get a lot of insights into the model they are keen to buy and want to make a booking. However, concerns about the coronavirus understandably may make them hesitant to go to the showroom. If so, they can still book a vehicle online by submitting a booking request form on the Online Showroom’s website. Thereafter, the authorised dealer will contact the customer to assist further with the booking process and other matters such as loan and insurance application. With email and electronic banking, most documents and payments can be done without having to physically meet.
MMM collaborates with MyTukar, an online used car marketplace in Malaysia, to offer a special trade-in promotion for Mitsubishi customers who wish to trade-in their vehicle via the Mitsubishi Online Showroom.
Customer can submit a trade-in assist form online and then select the option to request for the vehicle inspection, handover, transfer of ownership and collection of the sold vehicle to be done at any of the customer’s preferred locations.
MMM has also introduced the MITSUBISHI CONNECT mobile application as an extension of aftersales service through a digital platform. The mobile app has a range of vehicle-related digital services, giving Mitsubishi owners the convenience of scheduling a service appointment with their preferred MMM service centres, keep track of vehicle maintenance history, and get reminders for their next car service.
For more information on Mitsubishi Motors vehicles and services in Malaysia, visit www.mitsubishi-motors.com.my.