Online car shopping hits the fast lane

By Simon van Wyk

A Sydney web development company has taken pole position in the global technology market, by creating the world’s first Internet site to allow customers to custom design a new car, review availability and purchase their chosen vehicle online, and take part in a unique owners program.

Hothouse, the leading web-consultancy, development and e-business solutions company, was selected by Toyota to devise and implement the innovative and unique site, (www.prius.toyota.com.au), which navigates consumers through the whole process of researching, buying and owning a vehicle.

The project is already proving successful with Australian car buyers, with 38 orders and 180 test-drives requested during the month preceding the launch of the car on October 12. The fully integrated platform streamlines the whole car buying process because it exposes the supply chain to the customer and eliminates dropout enquires and increases customer satisfaction.

The latest Prius project puts consumers back in the driver’s seat and enhances the buying experience. The uncomplicated website navigates buyers via a ‘Select & Find’ function, allowing customers - obligation free - to build a Toyota Prius to their specific needs, receive pricing information and review availability of their chosen vehicle in the Australian inventory. Through the integrated lead management system the dealer is emailed or SMS details of highly qualified leads to contact immediately, to secure the purchase and accelerate and complete the buying process. Dealers are required to answer the leads within 20 minutes, during work hours.

The sale is finalised as usual with trade-in requirements and finance being negotiated by the dealer.

Once the purchase has been completed, customers can track their vehicle from the production site right through to the delivery of the vehicle, via the unique Toyota Prius customer site www.prius.toyota.com.au. On delivery of the vehicle, www.prius.com.au also provides the Experiences program, which includes discounts, and special offers to owners. Service bookings can also be made from this interface.

The fully integrated website is phase three of a one-year partnership between Toyota and Hothouse. Phase one involved the development of Australia’s first female-focused automotive website, (www.toyotaavenue.com.au), a one-stop shop offering reviews, comparisons and links to other sites for independent information, while a team focused viral marketing game called “Toyota Race around the World” was developed by Hothouse for the second phase. The game, was devised to drive traffic to www.prius.toyota.com.au prior to the unveiling of the new website on October 12 and achieved its goal, increasing traffic and registration on the site by 300 per cent.

Simon van Wyk, managing director of Hothouse, said “This has been the most intellectually challenging project we have ever developed, drawing on all our experiences in the online world. Working alongside Toyota through all the project phases has been exhilarating and exciting. Now the platform has been developed, Toyota can use the same platform to publicise other new vehicles - taking Toyota to pole position in vehicle technology”.

Andrew Phillips, Internet and Direct Marketing Co-ordinator for Toyota, said “This is a world first and will deliver huge advantages to Toyota customers and potential customers. We are making the process of researching, selecting and owning a Toyota so much easier. We think our website delivers our customers an experience commensurate with the importance of the purchase.”

Other functions on www.prius.toyota.com.au include an in-depth view of the Prius, insight into the technology behind the car, owner stories and the option to receive an electronic brochure or speak to a Toyota representative. Launched at the Sydney Motor Show on October 12, the Toyota Prius is the world’s first petrol electric hybrid vehicle and was recently awarded ‘Best Engineered Car for 2001′ by Automotive Engineering International.