Home shopping surges as a new way to buy a car

Car buying methods are expanding into the realm of face-to-face home shopping TV networks and dedicated websites, taking the hassle out of going to dealerships for new wheels.

Renault Samsung Motors on Sunday said it is launching the Master Van on GS Retail’s home shopping channel GS My Shop following the successful sale of its electric vehicle Zoe in July.

The automaker said it decided to expand the sales route for home shopping programs to 15-person vans amid the growing popularity of oversized vans and camping cars.

Renault Samsung’s decision to sell the vans on the home shopping network comes after it received 300 purchase inquiries for the Renault Zoe, the company’s best-selling electric vehicle, in July, the company said.

Given that around 100 units of the Renault Zoe are sold in a month, the home buying television route proved to be a viable channel for car sales, the automaker said.

“Home shopping channels are also convenient for offering larger vehicles that are difficult to display in a real store due to its size, such as master vans and buses and trucks,” said a Renault Samsung official.

For customers ordering cars through the home shopping program, Renault Samsung said it offers services such as test drive opportunities, to provide them with an adequate experience with its products.

Renault Samsung’s move comes as an emotional barrier to purchase of high value items such as personal cars amid the COVID-19 pandemic.

In September, SsangYong Motor premiered its modified compact sports utility vehicle Tivoli Air at CJ O Shopping, and received 1,200 inquiries for the purchase of the car.

The automaker also sold its Korando and Tivoli models on the home shopping network in April last year, and saw sales of related models increase 32 percent and 44 percent, respectively, year-on-year.

To cater to the growing population of ‘digital natives’, automakers are also eyeing online sales.

Earlier last month, Peugeot launched a limited sale of 100 units of its e-2008s electric SUV on Naver’s Smart Store shopping platform.

South Korea’s No. 1 automaker by sales, Hyundai Motor, is also all set to launch the first online sale of its new compact SUV, the Casper. Pre-orders for the car are planned to open on Tuesday on a website created exclusively for Casper, and the official launch is expected later this month.

Hyundai says the Casper is an exception to be sold online, and has no plans to sell other vehicles online in Korea, as the company faces opposition from sales staff.

Casper is a product manufactured at the Gwangju Global Motors Automotive Plant in Gwangju, South Jeolla Province. The GGM plant is a joint venture facility with the Gwangju city government, set up to create jobs in the local area.

Outside Korea, Hyundai sells its cars online through its online platform, “Click to Buy”, in countries including the United States, Russia, Australia, India, Singapore and some European countries.

by Joe He-rim (herim@heradlcorp.com)

by Joe He-rim (herim@heraldcorp.com)



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