The transformation in mobility, together with advances in technology, forces brands to make a move in their strategies. Customer service is key, which is why Toyota has decided to embark on a major transformation of its European dealerships in 2023.
Business models change. Brands know that customers are increasingly aware of new cars when they arrive at dealerships. This is the real key why some brands and business groups are changing the concept of dealership to agencyas well as to control more.
But the Japanese Toyota they bet much more on customer service, making it the true center of a much more special experience. The reason why it will not bet on the agency model, but it will transform all its dealers in the European network in the coming years. Germany is the first country to embark on this transformative initiative, reconverting a quarter in the remainder of the year.
Toyota puts the customer at the center of the purchase
The Japanese will give more prominence to retail distributors taking advantage of the advanced digitalization technology, to a large extent, because the manufacturer has opted for new divisions until recently that were unknown to the brand. Now, its products are differentiated with four ranges, those of conventional cars of Toyotathe sports Gazoo Racingthe most sustainable of «BeyondZero» and that of commercial vehicles of «Toyota Professional».
The firm will promote these four areas in its new dealerships, a strategy that will vary according to the market, also paying special attention to used cars. The objective is that the client enters and leaves the dealership with a vehicle of the brand. The head of Toyota in Germany explains that “Part of our new concept is to accompany the customer physically, from the first contacts in the digital world, to a physical experience and a unique experience in the car dealership.”
The change will also come with a new corporate identity. The facilities will have an exhibition space called «Customer Hub» with digital screens that will show the models, the future and technology that Toyota boasts, while a second space called «Hero Model Zone» It will offer an immersive experience that, with the help of augmented reality, customers will be able to configure their models and see them directly on the vehicle.