Virginia dealership McGeorge Toyota says it shaves up to five hours off the vehicle purchase time for customers who want to shop at home.
The store's McGeorge @Home vehicle sales and delivery service lets customers shop, test drive and complete a vehicle purchase without visiting the dealership whether they live in the dealership's home city or a state away.
The program launched just more than two years ago, and customers initially didn't realize that the delivery service was complimentary, said Bob Farlow, McGeorge Toyota's general manager. "We had to be clear that there was no cost for the service. The convenience factor was recognized."
A revamped marketing campaign boosted consumers' awareness and understanding of the service. The campaign, launched this year, features a live-action TV commercial that demonstrates the service.
The idea behind it: "Our dealership in your driveway," Farlow said.
Before the marketing face-lift, about 40 customers had used McGeorge @Home during the previous year. The dealership averages 375 new and used vehicle sales per month.
After the marketing revamp, nearly 30 customers used the service from late May through late July. Some of them eventually visited the store for a test drive, but most McGeorge @Home customers never entered the dealership, Farlow said.
"We are attempting to help people shorten the transaction, create more transparency, build more trust and make it simpler. It's seeming to work out that way for us," he said. "We are taking the long view of how we see the sales process evolving in the future."