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Consumers can now order test drives online

Hyundai and Amazon have partnered up to let customers order test drives of the Hyundai Elantra, right from Amazon’s website.

Under Amazon’s same-day delivery service Prime Now, the pilot program — called "Prime Now. Drive Now." — essentially allows Amazon Prime customers to schedule test drives of the 2017 Hyundai Elantra without having to visit a dealership.

How it works
In a limited offer running over two weekends (August 20-21 and August 27-28), Prime Now customers in Los Angeles and Orange County can go to Amazon’s Prime Now portal to schedule a 45 to 60-minute test drive between 9 AM to 7 PM window. A “trained expert” will then bring the car to the identified location of choice. But if test drivers want to buy the car, they’ll have to make their way to the local dealer, which the “trained expert” will happily identify.

DriveShop is managing the test drives between Prime Now consumers and Hyundai, according to information on the “Drive Now” program’s site.

A marketing partnership
The clever partnership eliminates big piece of friction that faces most customers contemplating a new car: the simple fact they don’t actually want to have to go to a dealership, talk to a commission-based sales person, and wait around to test drive the car.

The partnership also gives Amazon a novel promotion that may garner a few extra points with its high-spending customers — all without having to actually do much logistically.

Tech-enabled approach to car purchase
Not the first to ease the new car decision making process with online resources, startups like Tred and Beepi also facilitate test drives online, and earlier this year a Nissan car dealer in Spain sold a new 2016 Nissan X-Trial (Nissan Rogue), exclusively through the use of Twitter.

Should we anticipate a time when consumers will be able to buy a car straight through Amazon?

Tags: Amazon, Marketing, User Experience

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