Holden rolls out 'online car buying experience'

Holden customers can now purchase a new car “from the comfort of their own couch”, with the company today launching a new online store.

Buyers will be able to purchase a new Holden from 'end-to-end' via the new website, which offers consumers the ability to pick a car, select its build specifications, trade-in an existing car, organise finance and complete the deal by scheduling a home delivery.

GM Holden chairman and managing director Mark Bernhard says online shopping and changing consumer tastes and trends have resulted in more people buying more expensive items on the internet.

“Ten years ago, we were tentatively buying clothes online and it was inconceivable to buy big ticket items like TVs through the internet, but as consumer tastes change and confidence in online commerce has grown, so too has Australian consumers desire to purchase at a time and location that is convenient to them,” he said. “It’s only a matter of time before the digital revolution reaches automotive retailing.”

Holden says this new method of car buying will not replace traditional dealerships, but rather provide more choice for consumers.

“Although the online car buying experience finishes at the click of a button, the car owning experience is a long-term relationship, that’s where the dealers step up, home delivering the car and providing exceptional customer care for the lifetime of the car.” 

The website is now open for business, kicking off in metro Melbourne as a pilot and expanding to more metropolitan markets “depending on customer response”.

Holden is selling its freshly launched new-generation Commodore exclusively on the site ahead of its official on-sale date later this month. All models including the Equinox, Trax, Astra, Barina and Spark are also featured on the website at the time of writing, although the Colorado is currently excluded.

Usable on any device, Holden’s online store can be reached at www.holden.com.au/buying/buy-online.

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