SsangYong launches ‘hybrid’ dealer

SsangYong Motors UK has introduced SsangYong Metro, a ‘hybrid’ dealer model which amalgamates a traditional car dealership with a virtual concierge service.

SsangYong Metro will service the London boroughs within the M25 and is intended to help the brand to build more presence across the capital.

The one-stop-shop concept offers full dealer support through the purchase process, help to configure model choice, specification and pricing, all from the comfort of a customer’s home. Customers can request an accompanied test drive with a SsangYong Metro brand expert, to be delivered to their home or workplace, at a time convenient to them. A full mobile servicing programme is available after purchase, again arranged at a convenient time and location for the customer.

Nick Laird, managing director at SsangYong Motors UK, said, ‘We are deliberately creating a new type of retail offering in a location where dealerships are limited, and premises are extremely expensive or hard to find. It’s a step towards online retailing, however we still strongly believe in the traditional dealer model – we know that our consumers still require personal support and advice.

‘This wasn’t put together to replace dealers, it’s an alternative type of car dealer. It’s imperative for us to have a presence in the metropolitan areas around the UK, starting with London.’

David Joslin, who is the retail manager at SsangYong Metro, said, ‘The service we provide will help the brand to break into cold territories where it has historically had low or no dealer representation but more importantly, will ensure convenience for the end-user which is key when people have busy lives in a busy city.’