Subaru evolves online sales

SUBARU has “reinvented” its Build and Buy website to coincide with the arrival of the all-new Impreza small hatchback and sedan, with each of its eight models now available to configure with the click of a mouse and Impreza added to the list of models available for online purchase.

The Japanese car-maker launched its online configuration and purchase platform with the arrival of its BRZ sports coupe in 2012 and then later extended the tool to include the WRX STI high-performance sedan, but the tool’s ongoing popularity has resulted in the option being expanded further.

Customers can now configure colour, transmission and accessories for all models and receive a driveaway price, or go a stage further with the Impreza and place an order. The BRZ and WRX STI are still available for sale online.

With the expansion of the service, Subaru has also given the Build and Buy website a refresh, updating the platform for easier mobile phone and device-friendly operation, allowing customers to buy a Subaru wherever they have reception.

While the Japanese car-maker reports a small uptake as a proportion of total sales, Subaru Australia managing director Colin Christie said Build and Buy is an important part of its strategy to capture a wider audience that is constantly evolving.

“The online model provides an even bigger opportunity for us to reach a new tech savvy audience,” he said. “The experience of buying online must be something we offer to our customers as we evolve around the digital world.

Build and Buy online ensures we stay ahead of the curve.”

The online sales model proved itself for Subaru when its BRZ sold out within three hours after being launched for sale online only in 2012.

Extending the online sales options for customers appears to be a backflip for the company, which has previously said it was unlikely to include any other models other than the BRZ and, at one point, was even considering dropping the BRZ from the net altogether.

Since then, the company has enjoyed success with other unorthodox sales models and has recently announced that it would expand its ‘high-street’ presence with more shopping mall showrooms following a popular pilot and a so-called pop-up store.

Subaru launched the new Impreza late last year with an entry-price of $22,400 before on-road costs, its WRX STI starts at $49,740, while the BRZ kicks off from $32,990.