Why EVs and digital sales won't change Dacia UK's mission
“We launched Dacia Buy Online in 2018 but we are now working on really supercharging that functionality, because for us it’s very manual. You have to manage all the orders manually, and it’s not fully optimised as it’s not all linked into all of our systems.
“But from a customer perspective, it means everything will be done live. It’s all integrated into our dealer systems – so imagine you start to configure a vehicle online, you get a finance quotation, you’re happy with the price, you go to a dealership and you don’t have to start from scratch.”“We don’t have a million optional extras like you see with some other brands.
A lot of your customers are older, more rurally based and less tied into the internet. What’s the incentive to update your processes? “I don’t think ‘incentive’ is the right word - it’s the way the market is going. My parents are in their 50s/60s and they buy stuff from Amazon like anyone else. Our customers are used to buying things online.
“For Dacia specifically, I do see that as a strength, Our range is super simple, we don’t have a million optional extras like you see with some other brands.
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