Amazon lets Italian motorists buy their next Fiat automobile with a click
While many of us do a bit (or a lot) of online research for that next car purchase, but actually purchasing a car? Now that was another story, until now. Amazon’s new partnership with Fiat brings that possibility a lot closer. Fiat now gives prospective auto buyers the opportunity to purchase their next Fiat via its Amazon.it webstore. Buyers will still need to visit a dealership to complete the purchase, but this is about as direct as it gets if you're not ordering a Tesla.
"The time has arrived to give consumers a new, more efficient and transparent way to choose a new vehicle," Gianluca Italia, aFiat Chrysler executive in Italy said during an online press conference.
Italians open to buying cars online
Fiat’s Amazon web-store will initially roll out only to Italian buyers , and options will be limited to three models - the 500, the Panda and the 500L.
The auto manufacturer’s research revealed that half of Italians were willing to buy a vehicle online though 97% still preferred to pick it up at a traditional dealer. Fiat wants to take advantage of the shift to online purchases and the wide availability of online deals in this initial partnership.
Italia said prospective buyers who prefer to search for deals at home will be drawn to Amazon as a new car marketplace, particularly because Fiat Chrysler Automobiles is going to increase any existing promotions by as much as 33% for Amazon Fiat purchases.
How it works
Looking to buy your next car online, according to the Amazon.it site, here’s the instructions you’ll have to follow:
Prospective buyers purchase a €180 “Welcome Kit” on Amazon’s site, which is expedited to the buyer’s house and contains an offer code. Then Amazon’s call center will contact the buyer to select the dealer where the final transaction will take place.
The buyer then shows up at the dealer with the offer code along with the Amazon order confirmation. Expect your order to be ready about two weeks after the initial click.
Amazon’s auto dealership ambitions
This isn’t the first time Amazon’s tried its hand at auto sales. In 2000 it backed Greenlight.com, a car-buying service that promised no haggling but relied on a network of dealers. It was accessible through Amazon’s online store, but the experiment was short-lived. Greenlight was later acquired by CarsDirect, a service that connects shoppers with dealers.
Last summer, Amazon launched Amazon Vehicles, a destination on its online store that allows shoppers to browse car specifications and reviews to facilitate car shopping. But it won’t sell cars. The point is to direct customers to Amazon’s online store for parts.