INTRODUCING THE TAILOR-MADE TEST DRIVE FOR THE NEW TOYOTA C-HR
Toyota trials new customer service concept in launch programme for new crossover model
The traditional process of organising a new car test drive can be time consuming and try the patience of customers who want to get behind the wheel with least fuss and without a heavy sales pitch. Toyota has come up with a new approach designed to make this vital link in the customer relationship as hassle-free as possible, delivering test cars to people’s homes or offices so they can try them out on roads they know at a time that suits them best.
The concept is being trialled in a two-month pilot scheme with the Toyota Arnold Clark Group in Scotland as part of the launch programme for Toyota’s radical and stylish new C-HR crossover.
Toyota is using social media in a marketing campaign targeting potential C-HR customers in the areas covered by Arnold Clark centres in Aberdeen, Glasgow, Paisley, Kilmarnock, East Kilbride, Mount Vernon, Stirling and Ayr. Those who respond can make an online booking via Toyota’s national customer website for one-hour time slots on their preferred date – including next-day appointments.* Find out more.
As the focus is on building awareness of and interest in C-HR, the test drives are hosted by product specialists rather than sales executives. The customer can find out all they need to know about the car from an expert, while experiencing it first-hand.
Andrew Cullis, Toyota GB Marketing Director, said: “The introduction of the new C-HR has given us a perfect opportunity to rethink the test drive concept so that we can deliver something that is more convenient, engaging and worthwhile for the customer.
“C-HR is a radical and innovative model that brings a new level of dynamic driving rewards. That makes it all the more important that we make it as easy as possible for prospective customers to get behind the wheel to experience just how rewarding it is to drive, as well to discover its stylish design, high quality, comfort and practicality.”
The new concept responds to changes in the market, where the great majority of people still consider a test drive to be very important, but would prefer a system that takes into account their time constraints and their interest in finding out more about a vehicle before addressing the purchase and finance details. The performance of the pilot scheme in Scotland will be monitored prior to a potential roll-out to other regions and retailer groups.
Arnold Clark Toyota Franchise Manager Andrew Marshall said, ‘It’s fantastic to be able to pioneer this new test-drive scheme for Toyota, especially with such a highly anticipated model as the C-HR. This excellent initiative will mean that we can bring the C-HR to our customers at their convenience, eliminating any time and travel demands that may prevent them from being able to drive this exciting new model.’
The new Toyota C-HR is arriving at Toyota retailers throughout December, prior to the first cars being delivered to customers early in the New Year. Test drives – in addition to the programme being offered by Arnold Clark – are available now; customers can locate their nearest centre and find out more about C-HR.