RY
R LUXU
O
F
P
S
LINE U
CAR IS
THE ON PER LUXURY
AND SU TOMIZATION
CUS
The online USP for luxury and
super-luxury cars is customization.
Mercedes introduced the iPad-based
iConfigurator, which allows customers
to create the car of their dreams. For
those who want a new look Porsche,
that’s possible too. Buyers can log in
to the brand’s official website - choose
exteriors, interiors and other options
that will enable the customer to have a
Porsche no one else has. Once done,
final images of the car are shown,
enabling the buyer to see what their
Porsche would look like. This option is
something even a visit to the showroom
would not be able to provide.
Though the automotive industry is
renowned for being ahead of the curve
in most areas and is a sector known for
innovation, for using science to drive
technology and for testing new ideas to
make things better, yet the online journey of car brands is still in its nascent
stages in India and needs to catch up
to grow their market share. But with a
continued slump in luxury car sales, it
is expected the fight for the customer is
only set to get bigger on the web.
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