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Peugeot Launches Seamless Website for Buying Cars

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【Summary】Three years ago, the business vowed to expand online by completely redesigning its official website. After what seemed like a decade, the French car company launched "Order Online by Peugeot."

Original Michael Cheng    Jan 24, 2017 6:38 AM PT
Peugeot Launches Seamless Website for Buying Cars

These days, you can buy just about anything online - including a car.  Several automakers, such as Hyundai and Jaguar Land Rover, offer such features to customers who would rather shop behind a computer instead of a traditional showroom. 

The latest car manufacturer to join the small, but growing, group of forward-thinking auto brands is Peugeot. Three years ago, the business vowed to expand online by completely redesigning its official website. After what seemed like a decade, the French car company launched "Order Online by Peugeot." Unlike its competitors, buyers are given access to stock vehicle models outside of local dealerships.

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Ordering a Car Online

The auto brand's new website offers end-to-end buying services for customers, which includes financing, trade-ins and vehicle customization. Individuals who don't want to wait long for their selected car can view delivery times for specific parts. After completing the order, a designated representative is assigned to the customer. He or she provides updates and monitors the status of the order. To prevent people from making false transactions, individuals must commit to a refundable down payment (reservation fee) at the last stage of finance documenting.

Having the car delivered to a residential or commercial location comes with an extra charge. To avoid this extra fee, it would be possible to pick up the unit at a local dealership. The business admits that it doesn't expect a surge in customers buying cars online. The website is designed to supplement the traditional process of talking to a car salesman by offering a comprehensive breakdown of the experience beforehand. Interestingly, Order Online by Peugeot attracted its first online customer 12 hours after it launched. The entire process takes roughly 30 minutes (only available in the UK for now).

"Traditionally, car buyers can find visiting a dealership daunting. With e-commerce by Peugeot, that pressure to make a decision is removed; the customer is in full control and can deliberate all they want over spec and finance decisions, change their minds and retrace their steps as many times as they wish," said Peugeot's UK MD David Peel.

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Targeting India

The past five years has not been smooth for Peugeot.  After facing serious financial issues in 2014, the company is now able to bouncing back and move forward. Under PSA Group (manufacturer of both Peugeot and Citroën units), it has set its sights on expanding its offerings in India. The business recently secured a manufacturing partnership with CK Birla Group, a Delhi-based family-owned conglomerate, which includes a large car assembly facility that is capable of pushing out 12,000 cars per year. 

In the field of rally racing, Peugeot is on a tear. At this year's Dakar Rally, the company nabbed the top three spots in the car category using the iconic 3008 DKR.

"The 3008 symbolizes the next step," said team director Bruno Famin. "Our goal with this car was to take the weaker points of the existing car and make them stronger, while capitalizing on all the existing strengths to improve them still further."

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