Subaru Reinvents ‘Build and Buy’ Online
To coincide with the launch of the all-new Impreza, Subaru has reinvented its ‘Build and Buy’ online tool to provide a seamless experience from choosing to buying.
The entire Subaru range is available on the new platform, which allows customers to select a model from the range, a variant and their desired colour, transmission and any accessories; and receive a transparent driveaway price.
The platform also enables customers to purchase the all-new Impreza, as well as the previously available BRZ and WRX STI – completely online.
This new platform was built with a “mobile first” approach, meaning you can “build” a new Subaru and also purchase an Impreza, BRZ or WRX STI – anywhere, anytime.
As part of the company’s ‘do’ promise to remove obstacles for the customer, introducing this platform makes choosing a new Subaru car fun, flexible and convenient.
The online purchase initiative was first introduced in 2012 for BRZ and proved a success, with the car sold-out after just three hours of going “live” on the web. The online model was then rolled out to WRX STI and most recently, Impreza when it launched last month.
Subaru Australia Managing Director, Colin Christie, said: “The online model provides an even bigger opportunity for us to reach a new tech savvy audience.”
Although there is only a small segment of car shoppers who purchase online, Subaru puts the customer at the heart of everything they ‘do’ by making the option to purchase online available in addition to traditional dealerships and pop-up stores.
Not only are they able to view the price – a repayment calculator and used car valuation tool are available to make purchasing easier.
Mr. Christie added: “The experience of buying online must be something we offer to our customers as we evolve around the digital world. Build and Buy online ensures we stay ahead of the curve.”