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New car buying website aims to protect dealer margins

Superprixlogo

A web business that claims to preserve more dealer margin and prevent a ‘race to the bottom’ in pricing in online new car buying has been launched.

Superprix.co.uk is an independent website that “facilitates and fast-tracks profitable new car sales”.

Behind it is motor trader and business development consultant Colin Taylor.

He said the current digital car sales offerings are a “race to the bottom” in terms of price, offer little incentive to the dealers and are still too “time-consuming and laborious for time-poor buyers wanting to make an effective purchase decision”.

Aimed at buyers who know what vehicle they want in terms of make, model and specification Superprix acts as a digital broker for dealers to respond with their compelling but commercially-considered offer based on knowing the buyer’s requirements.

Taylor said the Superprix platform dramatically reduces the car purchase time cycle by bringing competitive real-time dealer offers of stock and the finance offer direct to the buyer in one single summary.

“In the world of on-line new car sales, historically the biggest discounter wins all, but makes little or no profit – which is not a sustainable business model for all retailers,” said Taylor.

Superprix works by subscribing dealers viewing their live customer enquiry page and using their expertise and industry knowledge to pitch a relevant car from their stock or pipeline, along with their finance quote to an active buyer on a case by case basis.

“Because we are dealing with a select and limited number of dealers, this allows them to cherry-pick business they wish to pitch for, based on understanding the customer’s car and finance requirements, their location, whether they are business or private and the customer’s top priority (model, spec, colour, monthly payment, delivery date).

“From that data, dealers can make an informed and considered offer, tailored to that particular buyer, and based on market forces.”

Superprix can also manage a ‘soft’ qualification and close process to aid sales - acting as an impartial facilitator by maintaining customer involvement.

“Superprix’s boutique model is the driver to retaining control over profitability and/or hitting variable targets. 

“Dealers uniquely respond to each individual enquiry with a commercially-considered offer based on suitable stock, prevalent finance rates and internal sales targets in the same way as they would with any face-to-face customer enquiry,” he said.

In some cases, dealers can offer similar alternatives to the customer’s first choice of brand if the buyer so chooses.

Once the response page has timed out - the customer receives a single summary of ‘live’ quotes and proceeds with their one selected deal.

“To the time-poor buyer wanting to avoid visiting a series of dealerships, the convenience of getting straightforward answers to the questions “What have you got?” “How much is it?” and “When can I have it?” has much appeal.

“But to the supplying dealer, there is a real attraction to controlled, profitable, incremental business that is easily processed and has a realistic success rate.”

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Comments

  • Onlinefarce - 25/04/2016 12:52

    Customer journey is a nightmare, click to view cars and you're faced with a welcome back, sign in page. Welcome back? Its my first visit. Then you have to register, offering all of your details before any window shopping can begin. Website closed at this stage. Waste of time.