Renault Malaysia starts ignition on eCommerce offering

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Automobile manufacturer Renault Malaysia has entered into the eCommerce space by introducing a "Buy a Renault" and a "Subscribe" feature on its official website. The "Buy a Renault" feature allows consumers to purchase a vehicle online, while the "Subscribe" feature enables them to apply for a vehicle subscription digitally.

TC Euro Cars, the sole franchise holder of Renault vehicles in Malaysia, has also tied up with car-sharing service platform GoCar to allow potential buyers a three-hour test drive of the Renault Captur series. While test drives for other models will require customers to head down to a Renault showroom, the request can be submitted online via Renault Malaysia's website.

With the eCommerce offering, customers will be able to start driving their subscribed vehicles within 14 days from the payment, depending on the model subscribed. Those who opted for the Switch Plan - where they can switch between subscribed vehicle models - they can also request and manage their vehicles online.

Wong Hoe Mun, CEO of TC Euro Cars, told A+M it will focus on digital platforms to further market the eCommerce functions, and that it is open to partnering existing eCommerce platforms such as Lazada and Shopee. He added that the company will be introducing new user benefits to further increase the value of subscribing to Renault.

Renault is targeting for its e-store to make up at least 50% of its subscription and purchase customers, as well as double the number of subscription customers in the next six months. According to Wong, the Renault subscription model was launched in August 2019 and to-date, has over 600 subscriptions.

He added that the biggest challenge Renault has encountered while launching the eCommerce function is changing the mindset of the customers. Purchasing a car online "has never been done before" and it will take some time for customers to get used to the "new retail experience", he added.

Additionally, Renault has created a Digital Engagement Centre which streamlines all its communication channels, providing customers with a consistent experience no matter which platform they use. The team at the Digital Engagement Centre will assist customers throughout the whole purchase process, from arranging for test drives to coordinating the collection of the new car. With a more integrated communication system, Renault aims to respond to its customers' needs more quickly, and reduce the turn-around time.

Wong said that the company has been collaborating with GoCar, enabling the car-sharing company to have a number of Renault vehicles in its fleet. Renault has since decided to expand its collaboration to a long-term partnership, looking to increase accessibility for its customers by offering a more convenient way of test-driving its cars.

To celebrate the launch of Renault's e-store, the company is having a "Buy One, Get One Free" offer for the first 50 online customers. Consumers will receive a free six-month subscription for the Captur lifestyle crossover model, with the subscriptions transferable among family members.

“With the new Renault e-store and more new offerings to come, we believe that we are leading the charge in digitalising the customer journey and at the same time disrupting the industry,” Nicholas Tan, chairman of TC Euro Cars, said.

Renault Malaysia is not the first automotive company to tap on eCommerce to engage consumers. Last year, BMW Asia partnered with Lazada to launch its BMW 1 Series on the eCommerce platform in Singapore. The automobile company was said to be putting up 11 units of its BMW 118i M Sport for booking at the BMW LazMall store with a special interest rate. Customers in Singapore can then place a SG$500 booking fee to secure the promotion, before viewing the car and finalising the purchase at its physical showroom.

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