Volkswagen starts ignition on own online marketplace for cars

Volkswagen Passenger Cars Malaysia (VPCM) has launched its e-platform Volkswagen Marketplace, enabling consumers to reserve cars and enjoy exclusive online offers.

In a statement to A+M, head of marketing at VPCM, Isabela Pascu, said the company utilised its social media channels to engage potential consumers. Search and Google Display Network also played a key role in supporting its consumer outreach.

Created in-house by the IT, sales, product and marketing departments, the website will also be managed internally by VPCM. Pascu said its targets individuals from all walks of life, from those who use a smartphone or laptop, to those that are currently interested in purchasing a car.

“Besides ensuring the basics such as mobile-optimised platform, we also looked at purchasing behaviour to make things as simple and seamless as possible for the customer, from the booking process right to placing an order,” Pascu said.

She added that Volkswagen Marketplace was unveiled together with an exclusive online-only deal, featuring 20 units of the Passat 1.8TSI Trendline Cyber. As such, its ROI as of now is to sell all 20 cars. Nonetheless, Pascu said its long-term plan is to offer consumers an alternative to the conventional way of purchasing a car.

VPCM is currently working with BnBC Advertising, Industria and PHD, while its PR is handled in-house. It is the official distributor of Volkswagen cars in Malaysia, primarily focusing on sales strategies through future products in a bid to strengthen the Volkswagen dealer network and services and parts availability. VPCM is managed by European automotive retail specialist, Porsche Holding Salzburg, which was founded in 1947.

(Read also: Volkswagen puts branding chief in CEO driving seat to gear up for 2025)

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