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    小小空氣清淨機也能挽回買氣,VOLVO等車廠推出防疫清淨配備服務讓疫情變成行銷助力  
AUTONET記者:趙惠群(07/29/2021星期四)
五月新一波的疫情,確實重創台灣車市,讓許多打算買車的消費者望而卻步,但是也有不少車商借力使力,把疫情的負面能量轉化為行銷的助力,不僅全力打造所謂防疫與安心購車的環境與當賞車交車流程,行銷團隊更是全力推動車內防疫商品,刺激消費者的購車欲望,維持一定程度的買氣,而VOLVO就是其中成功扭轉負能量的品牌之一。


一個小小的車內空氣清淨機,也能讓維繫買氣,VOLVO推出所謂的VOLVO的殺菌光空氣清淨機,車主以大約2千多元的代價,即可加價購買此一系統,它具有多層濾網,可過濾PM1.0到OPM2.5的空氣微粒子,業者宣稱可有減少病毒,淨化空氣。Volvo Car Taiwan台灣國際富豪表示,回廠的消費者幾乎沒有人不加價購買這種體積不大,但效率頗高的商品。

事實上,在台灣本波疫情爆發之初,VOLVO隨即展開與消費者對話的行銷活動,透過廣宣,全力宣傳VOLVO現役車款所配備具有醫療等級的Clean Zone純淨車室系統,業者號稱VOLVO是目前世界唯一搭載能過濾PM 2.5裝置的車廠,而這套Clean Zone已配備在新一代XC90旗艦休旅之醒,它有加厚的濾芯可隔絕灰塵、花粉,甚至PM 2.5微粒,而車內配備的IAQS車室空氣品質監測系統,透過感知器監測到有害物質時,會主動關閉空調車外循環通道,而此系統還可在不需要時,自動關閉內循環功能、或根據周圍環境的狀況,在一段時間後關閉。露上系統有多層活性碳過濾裝置,它還可濾除空氣中的有害物質,還能降低化學品異味。

這樣的宣傳對話效益如何?Volvo Car Taiwan台灣國際富豪表示,其實和廣告公司及針對部分特定媒體進行調查追蹤,有相當高比例的消費者是針對Clean Zone和車內防疫商品而來,至少3到4成的消費者來電或向經銷商查詢Clean Zone的功能。

除此之外,VOVLO其實也有一套完整的防疫措施,和醫院防疫十分相似, 目前各經銷商的新車展示中心防疫規格提升,包含接待人員個人防疫裝備、展示中心及服務廠等公共區域加強消毒頻率、試乘車與待交車定時檢查並清潔消毒外,防護衣和N95口罩和隔離面罩都是人員的標準配備。車商還另提供線上到府試乘賞車及預約到府取車保養等服務。

當然不只是VOLVO在做防疫,其他品牌也都自家的賞車和汽車維修保養的防處措施,馴許多品牌如FORD和JAGUAR LAND ROVER等,也都有簡約而方便使用的車內殺菌清淨商品。就算不一定能抵抗病毒,但至少能讓消費者安心,讓買氣逐步回溫上升。




 
 
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