SUBARU Australia has said it remains committed to a strong retail dealer network and sees an evolving digital program as being an enhancement for customers and dealers, not a replacement.

The company, part of vehicle distributor Inchcape, was one of the first adopters of online car buying in Australia with the launch of the first-generation BRZ coupe in July 2012.

At the time, the then managing director of Subaru Australia, Nick Senior, said: “This may well be a world first in terms of being able to complete the entire new car purchase process online.”It was spurred by high buyer demand and low vehicle supply. Its success led to subsequent models being available through its online program.

However, in spite of those early successes, Subaru Australia general manager, Scott Lawrence, told GoAutoNews Premium that Subaru’s retail network “remains critical to us.”

“We believe in the power of personal connection, expert advice, and the hands-on experience that only a physical retail environment can offer,” he said.

Scott Lawrence

Mr Lawrence said that exposure to the digital environment was reflected by the Melbourne City Subaru dealership that he said was “a fantastic representation of our continued development of the Subaru retail experience.” 

“It’s a place where technology and customer care converge, introducing a bold, modern showroom that blends physical and digital experience seamlessly helping ensure that visitors can engage with the brand in a way that suits their preferences,” he said.“This omni-channel approach reflects Subaru’s forward-thinking vision for the future of automotive retail, making it more transparent and easier for consumers to research, configure, and purchase their vehicles on their own terms and then arrive in store and continue that experience.”

This interest by consumers is also being picked up outside Melbourne, with Mr Lawrence stating that Subaru Australia was “certainly excited to roll this out in other Subaru retailers across the country.”

“Melbourne City Subaru shows that we are focused on integrating the digital and physical experience,” he said.

“This gives customers the flexibility to choose how they wish to interact with our brand, whether that’s online, in-store, or a mix of both.”Mr Lawrence said that while digital tools will continue to evolve and expand “they’re not about replacing the personalised touch our retailers deliver, they’re about enhancing it.”

“It’s about connecting the customer with our products, services and retailers earlier in their journey and keeping that connection right through to their ownership experience,” he said.

“It is about making the experience more convenient, more transparent, and ultimately more tailored to each customer’s preferences.”By Matt Brogan and Neil Dowling