AUTOMOTIVE retail disrupter, Rockar, has joined with Mitsubishi Motors in the UK to launch an online new-car buying service that works in conjunction with dealers and includes trade-in valuations, home deliveries and ready finance.

Rockar, which has successful shopping centre stores operating on behalf of clients Hyundai and Jaguar Land Rover close to London, worked with the Japanese car-maker to create Mitsubishi Buy Online from the ground up.

The online buying channel, linked to Mitsubishi’s main UK website, is claimed to be different from similar buying sites because of its flexibility. Buyers can choose how much or how little of the online service they want to use.

Responding to data by industry researcher CAP Gemini that showed up to 75 per cent of prospective car buyers would use the internet for the buying process, Rockar improved existing systems with an earlier visibility of finance options and included delivery times.

There has also been work to create a more accurate trade-in valuation.

Rockar founder, Simon Dixon, said the technology developed for the Mitsubishi site was more effective that those of its competitors.

“It connects with consumers much more effectively,” he said.

“In collaboration with Mitsubishi Motors in the UK, we have created a next-generation omni-channel car buying experience that is quite different to what has been done before.

“In an industry first, Mitsubishi Buy Online builds on the strength of the existing retailer network to deliver an on-demand, flexible experience for customers.”

Mitsubishi Motors UK managing director Lance Bradley said consumers were increasingly looking to the internet to complete a range of purchases.

“While the vast majority of car buyers enjoy the experience of a traditional showroom environment, there is a marked growth in those that desire the convenience of an internet transaction when considering their new car,” he said.

“Mitsubishi Buy Online provides a highly-flexible, comprehensive solution that will enhance our retail operation and provide customers with even greater choice and transparency.”

The buying process is similar to existing online purchase sites, with 24-hour access to the site www.buy.mitsubishi-cars.co.uk that lists all Mitsubishi models and all national offers available through the dealerships.

Users then set their budget and choose their preferred finance option including outright purchase, hire purchase, lease or cash. Finance options can be compared immediately.

All vehicles that match the customer’s criteria are then displayed, allowing users to see Mitsubishi models they may have not originally considered or thought to be beyond their reach.

Customers can then fully configure any of the vehicles with their choice of paint, trim, options and accessories.

Rockar and Mitsubishi have partnered with automotive auction specialist BCA to secure a trade-in price.

Test drives can also be booked at dealerships before customers finalise their purchase.

Users can enter or leave their Mitsubishi Buy Online program at any point, allowing time to research the vehicle online and complete it at their chosen dealership. They can complete their entire purchase online or research a car at their dealership and then complete online.

Customers can collect their new Mitsubishi from their chosen dealership or, where available, choose home delivery.

Mitsubishi Motors Australia Ltd was asked if an online buying process would be available but did not respond to the request.

By Neil Dowling