Street-map test drive
Fiat has launched Happy Drive, a web application that allows consumers to virtually experience the Fiat 500 in their local environment with a virtual test drive thanks to Google Street View.
Why it matters
The online space is becoming increasingly important in offering high-level service traditionally reserved for in-store and tangible consumer touch points. How will an online showroom, complete with a virtual test drive, impact traditional dealerships?
Fiat are giving potential customers the chance to build and customize their dream vehicle online using the latest video configuration software. Consumers can choose from different colours, engine sizes, wheels, fabrics and can even finish off their design with matching key fobs, gear shift knobs and sport trim options. At the end of the process consumers are presented with their very own video to email to friends.
Ford Spain has bottled the ‘smell of new car’ for a market that desperately craves it: buyers of second hand vehicles who miss out on a crucial part of the new car experience. Ford sprays the scent into all their used vehicles promising that their cars will feel just like new.