Saturn plans to increase its focus on a different kind of shopping experience with two new programs: online chat and at-home test drive.
Announced at the Chicago show, Saturn now provides online chat interaction with customer service reps 24/7. These key-stroking reps are available through Saturn.com to assist browsers with finding information. A pilot program has already been completed, logging more than 70,000 chat sessions.
As the name suggests, the at-home test drive has a dealer bringing a vehicle to the customer, at home or at work, for evaluation. (Participation this resource-demanding service is at the dealers' discretion.) The sales associate provides the car shopper with a 14-point checklist to help them with the road test, including tasks like checking road noise, storage, parking, and (gasp!) fit/finish. Routes are suggested, though customers are also encouraged to run a routine errand for real-life experience.
In tailoring this concierge test drive, the car is prepared with the customers' preferred music. Letting the cars almost sell themselves builds on the Saturn low-pressure showroom tradition, and with the latest product wave, the sales message is stronger than ever.
Wonder if the local dealer carries my preferred European symphonic, beauty/beast metal? I'd enjoy evaluating the fit/finish on an Ion...
