Volkswagen to leverage on strong online purchases

by NUR HAZIQAH A MALEK / pic by HUSSEIN SHAHARUDDIN

VOLKSWAGEN Passenger Cars Malaysia Sdn Bhd targets to leverage on strong online buying to sell its exclusive Volkswagen Polo Black & White edition in conjunction with Lazada’s annual 11.11 Shopping Festival.

Volkswagen MD Erik Winter said consumers’ purchasing journey has evolved in the past recent years.

“On top of the convenience of buying online, consumers are always online to read, research and look for the best deals, and that is where Volkswagen will be,” he said at the unveiling of the special car edition in Kuala Lumpur yesterday.

He added that Volkswagen is pleased to have played a part in changing perceptions to the point where purchasing a car is now the new norm.

“This is evident with the success of our collaborations with Lazada for the 12.12 Beetle and recent JOIN range,” he said.

The special edition Polo Black & White is limited to only 11 units and will be sold exclusively on Lazada’s online platform on Nov 11, 2018, at a retail price of RM68,488.

As part of the deal, official bank partner Hong Leong Bank Bhd will offer a low interest rate of 1.11% per annum for a five-year loan.

Lazada Malaysia CEO Christophe Lejeune said the collaboration with Volkswagen previously resulted in the carmaker’s Beetle model being sold out within 26 minutes online.

“We expect this attractive Polo edition will be sold out in much less time than the Beetle did,” he said.

He added that Lazada has evolved beyond being just an online shopping platform and has transformed into a lifestyle destination.

“Our continued partnership with Volkswagen is proof of changing customer behaviour, and we look forward to offering our customers the biggest and best Lazada shopping experience through this exclusive collaboration,” he said.

The Polo Black & White is only available in Candy White and fitted with a black rear spoiler, black body side moldings, leather seats, 15-inch black alloy wheels, black side mirror and tint.

It is also equipped with a 1.6l 105PS petrol injection 16-valve multi point injection engine and a six-speed automatic transmission.

Still, Winter said there are currently no plans for the company to use Lazada as its main sales channel for regular motor offerings.

“This might be in the coming future, but at the moment we do not have plans to use Lazada to sell our regular motor products or any other offerings,” he said.

In the previous partnership with Lazada for the JOIN range, 25 units of JOIN models were made exclusively available on Lazada until Oct 30.

The car company is set to introduce its fastback version of the Passat sedan, Arteon, in Malaysia next year.

Meanwhile in the e-commerce ecosystem, The Malaysian Reserve reported that Singapore-based platform Shopee is the top gainer in terms of monthly web visits during the third quarter of 2018, having posted a 28% growth, followed by 11street, Lazada and Zalora.