Whereas most of us would by no means purchase a motorbike with out seeing it in particular person, loads of persons are fully turned off by the in-person gross sales expertise. That feeling has solely grown stronger for the reason that pandemic modified the way in which all of us store. Moto Guzzi is banking on the expansion in automotive and motorbike e-commerce, having simply introduced a brand new on-line motorbike retail platform within the US.
Based on CanadaMotoGuide.com, Piaggio Group has constructed a US-only e-commerce system for subsidiary Moto Guzzi. This new platform ought to enable clients to purchase bikes of their pajamas from the breakfast desk. The announcement comes shortly after Piaggio launched an e-comm platform for Aprilia in March, so the essential framework is already there. On the Aprilia web site, now you can buy a motorbike the identical method you’d purchase a brand new sofa: add merchandise to cart, apply promos, enter buyer billing and transport data, and proceed to checkout.
During the last decade, OEMs have slowly built-in extra on-line gross sales elements into their enterprise fashions. At present, producer web sites generally supply not simply elements and accent gross sales, but additionally demo-ride bookings and early-deposit applications on high-demand fashions. Permitting clients to purchase bikes on-line is a logical subsequent step.
The pandemic has turned many people into on-line purchasing specialists comfy with making big-ticket house purchases on-line, so why shouldn’t this work with bikes? Positive, not too many individuals will put down $22k on an MGX-21 with out at the very least sitting on it, however Piaggio is banking on web-savvy clients to click on “add to cart” on, say, a V7.
Native dealerships will likely be concerned within the course of, making certain the brick-and-mortar enterprise house owners aren’t fully cannibalized by their very own model. It isn’t clear, nonetheless, at which level within the gross sales course of the baton is handed over to the supplier. May the dealership of the long run supply curb-side pickup unrelated to the in-person purchasing expertise? Will e-comm deliver much less folks within the dealership, or will on-line purchasing equate to extra complete items going out the door?