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    原廠認證中古車有多重要?美國 HONDA 強化服務拉攏新進買家  
AUTONET記者:Joseph(06/22/2017星期四)
HONDA 在美國推出原廠認證中古車全新銷售網站,使用介面經過重新設計,強調帶來更加簡便與集中的消費體驗。同時基於旗下車款近年來在美國市場有著不錯的銷售表現,HONDA 原廠認證中古車的銷售成績也較同期提升 6.8%,達成彼此拉抬聲勢的整體效益。

相較新車款需要透過更多賣點和行銷管道來刺激買氣,龐大的中古車市場更講求更偏重車輛的實際價值,包括長期使用的穩定性與維保費用皆會影響其車價,也能反映出汽車品牌在消費者心中的信賴程度。因此各大車廠開闢原廠認證中古車的銷售通路,強調以透明化的服務流程與原廠保障的車輛品質,能夠反哺品牌新車款的口碑銷售與長期買氣。

相較台灣仍在持續建立完整制度化的中古車市場機制,美國中古車銷售通路已發展相當成熟,從新車銷售、原廠保養、車輛回購到認證中古車銷售提供完整透明的流程。全新設計的 HONDA 原廠認證中古車銷售網站不僅具備完整的車輛比較功能,並且具備依需求推薦車款到財務方案計算等一條龍消費體驗,能於電腦或行動設備等不同資訊載具無縫瀏覽體驗。

根據 HONDA 原廠分析,購買原廠認證中古車的消費者,有高達一半比例是首次購買 HONDA 車款,也因此提供良好的品牌體驗能促成提升消費者品牌黏著度。除了能夠線上比較車款和提供購車建議外,當適合的中古車入庫時將主動通知消費者關注。涵蓋乘用車與輕型商用車的整體規劃,也值得台灣本地認證中古車市場的效法。


 
 
HONDA 美日/本田車廠
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