Car companies are slowly moving away from the traditional dealership model. Both car companies and customers are sick the the old-school process of going to a dealer, waiting for a salesperson, being bombarded with nonsensical jargon and pressured into buying not only a car but about one million packages/warranties/programs. Which is why many car companies are offering other ways to buy their cars, or at least test drive them. MINI is the latest, as it’s now offering a program in America to let customers basically hail a car to test drive via Twitter.
MINI USA has partnered with Twitter to create this “Tweet to Test Drive” program. This on-demand test drive program is quite narrow in scope, being available only in San Francisco and Los Angeles between October 30 and November 30 and only offering test drives of the MINI Countryman and Countryman Plug-In Hybrid. Still, this seems like a test run of a program that could become larger in scope. The ease of use and simplicity will likely be a big hit among potential MINI customers, as this is a lot easier than lugging down to a dealer and having to put up with the typical salesman drivel.
“This collaboration allows us to use innovative technology and the power of Twitter to simplify the test drive experience for car shoppers by offering quick and convenient test drives,” said Patrick McKenna, Department Head, MINI Brand Communications. “We understand that today’s consumer expects a smooth and easy retail experience and we’re hoping to deliver that experience right to their door.”
To participate in this, potential customers must simply tweet #MINIonDemand to @MINIUSA and they’ll receive a link to sign up for a free test-drive delivery. Once they enter their information and schedule the test drive, a MINI representative will arrive with the requested car at the scheduled time.
“Every day, consumers Tweet about brands they are passionate about, and we are thrilled to see how MINI is responding with a new program like ‘Tweet to Test Drive.” said Rob Pietsch, Managing Director of Tech, Auto and Telco, Twitter. “This type of creative execution is powerful not only in driving conversation among influential consumers, but it also brings the dealership straight to their front door in an incredibly innovative way.”
This is just another way for automakers to offer a new, more modern way for customers to both interact and purchase cars. Customers are sick of the traditional dealership model and this sort of program is helping to break the trend.