SSANGYONG Motors UK has launched a ‘hybrid’ dealer model that amalgamates a traditional car dealership with a virtual concierge service.
SsangYong Metro will serve the London boroughs within the M25, with the concept helping the South Korean brand to build more presence across the capital, where the traditional car dealership model has seen a decline over recent years.
The one-stop-shop concept offers full dealer support through the purchase process, helping to configure model choice, specification and pricing, all from the comfort of a customer’s home.
Customers can request an accompanied test drive with a SsangYong Metro brand expert, with the vehicle delivered to their home or workplace at a time convenient to them. A full mobile servicing programme is available after purchase, again arranged at a convenient time and location for the customer.
SsangYong Metro retail manager David Joslin said: ‘We are delighted to utilise our experience to launch this new programme and welcome SsangYong to the group.
‘As an emerging brand, it’s difficult for SsangYong to gain a foothold in the London area due to limited real estate and the high costs involved. The service we provide will help the brand to break into cold territories where it has historically had low or no dealer representation but, more importantly, will ensure convenience for the end user, which is key when people have busy lives in a busy city. The SsangYong Metro turnkey is a perfect solution.’
Nick Laird, pictured at top, managing director of SsangYong Motors UK, said: ‘SsangYong Metro is a very exciting project for SsangYong Motors UK. We are deliberately creating a new type of retail offering in a location where dealerships are limited and premises are extremely expensive or hard to find.
‘It’s a step towards online retailing. However, we still strongly believe in the traditional dealer model – we know that our consumers still require personal support and advice.’
He added: ‘This wasn’t put together to replace dealers – it’s an alternative type of car dealer. It’s imperative for us to have a presence in the metropolitan areas around the UK, starting with London, for when we launch the new pure-electric Korando, but it’s also vital for other models in our range, such as the new range of petrol Korando crossovers that are due imminently in the UK and our Musso pick-up.’