New process tackles car-buying decision fatigue
4 min read
15 March 2019
For SME decision-makers, buying your fleet of vehicles is a notoriously complex, time-consuming and often exhausting affair. A new process could change that.
Whatever the circumstances, buying a new car or fleet is an opportunity to introduce new assets to your business. However, according to the AutoTrader Car Buyers Report, some 85% of UK respondents expect the car buying process to be difficult. 60% give up their search and settle on a vehicle out of exhaustion.
This should come as no surprise. According to research from YouGov, 98% of SME fleet managers said they juggle other jobs alongside their fleet responsibilities. Time isn’t something they have in abundance. As a result, one in four SME managers are struggling to cope (RAC), given the other roles they have to perform.
Meanwhile, the introduction of new WLTP regulations in September 2018 – a test to measure fuel consumption and emissions – mean that a car’s additional features affect its CO2 value, creating further admin for SMEs.
A new way forward
A new online car-configurator process launched by SEAT could make purchasing a new vehicle more straightforward for business owners. The manufacturer’s new three-step easymove platform means customers don’t have to worry about the multitude of vehicle options because, whatever they choose, they are guaranteed quality. Unlike elsewhere in the market, customers can select their preferred model, trim level and colour without endless extras and add-ons. SEAT even provide metallic paint as standard.
According to Richard Harrison, director of SEAT UK, the process was streamlined to suit the needs of buyers.
“Everyone used to think that having loads of choice was a good thing, but in fact people find it really difficult to understand all the permutations and options when buying a new car,” he explained.
“We realised it was time for a change and that if we can help people get to what they want in an easier way, then they will enjoy the experience more.”
A key recommendation from Auto Trader’s study was to tailor the buying experience to the customer’s own needs and shift the focus away from advertising and the brand story.
With easymove, SEAT seem to have done just that. Businesses small and large can now select from intelligently-designed packages that suit their firm’s requirements and help them adjust to new WLTP rules.
SEAT UK’s Head of Fleet and Business Sales, Peter McDonald, claimed easymove would help businesses of all growth stages configure their fleet online.
“In an age where choice is everywhere, it’s easy for even the most experienced fleet managers to get fatigued let alone smaller business decision-makers,” he noted
The easymove system was first trialled in 2018 when SEAT launched the Arona model. Following positive feedback, Harrison explained that SEAT took a customer-centric approach when designing the platform.
“We have built easymove by looking at what options customers want and bundling them into neat packages that are really logical to understand,” he added.
“We talked with the dealers about their experiences selling Arona using easymove and the feedback was overwhelmingly positive.
“When you add on the industry complexity of WLTP – where individual factory options could change the CO2 output of the car – and you look at where consumer trends are going, it makes complete sense. I would be surprised if we didn’t see a number of competitors following SEAT in this.”