Subaru up with iPhones
SHOWROOMS are becoming screen stars at Subaru, with a dedicated TV channel and an army of sales staff equipped with iPhone apps that showcase vehicle features.
The specially developed apps will play video and animations to demonstrate mechanical packages, safety equipment and a host of other details.
The iPhones also will be able to transmit and play the apps on the larger format of any nearby Subaru TV screens.
While geeks might argue that the iPhone is about to be upstaged by the just-released and larger iPad, Subaru managing director Nick Senior said the phones smaller screen is what makes it ideal.
“We like the portability of the iPhone, because you tend to carry your phone everywhere,” Mr Senior said. “Within the showroom it gives a salesperson the opportunity to demonstrate Subaru’s features, and when the showroom closes it is still with them. However the iPad is one of the things that down the line we can certainly look at.”
Senior said the iPhone and Subaru TV initiative is part of All 4 the Driver – a larger focus on improving the customer experience.
“For example, we’re introducing Drive It Your Way, which gives customers much more flexibility in test driving our cars,” he said.
“Our retailers will be offering specific, mapped drive programs. In some cases, for added convenience, some retailers will also be offering overnight drives or the opportunity to have a car delivered to a customers preferred address.”
Another example of All 4 the Driver in action will be the simplified, plain English billing that customers will see when getting their car serviced.
“We won’t confuse with technical terms, code numbers and jargon. The idea is to be as transparent as possible in all our communications, both written and verbal.”
Mr Senior said about 2000 Subaru Australia and showroom staff had already attended All 4 the Driver training programs.