Thursday, 19 July 2012

Online sellout of Subaru sports car in 3 hours changes dealer dynamic

Subaru in Australia has pioneered an internet-only sales process for its latest release BRZ sports car - which sold out in just three hours!

Media reports indicate that the car was sold online because the company was only allocated 201 cars for the Australian market, of which 50 had been bought by dealerships as demonstrator models, and therefore decided to sell the remainder online.

The online sales strategy may be cause for concern among Subaru’s 105 Australian dealers, who invest substantial amounts to establish and operate their dealerships. However Subaru claims it has used the online approach on this occasion so that customers could buy the sought-after BRZ, and then collect it from their nearest dealer, rather than have dealers competing for an allocation of the cars.

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