Skoda launches digital new car sales experience with Amazon

Skoda has launched a digital new car sales experience with Amazon, but customers will still make their purchases within the UK dealer network.

This is not a switch to direct sales or agency, but rather an additional way to feed new car leads through to dealerships.

Customers start their journey at amazon.co.uk/skoda or through the Amazon app on their smartphone or tablet.

Once they have compared features and found the Skoda model they would like, customers are connected to their preferred retailer who they can visit to arrange finance, agree any part-exchanges and set a collection date.

Skoda said joining forces with Amazon is part of its commitment to making it simpler for customers to find a new car.

Skoda and Amazon are giving the new Elroq and omnichannel service a big marketing push tonight for Arsenal's Champions League semi-final first leg against PSG, which is showing on Amazon Prime.

Visiting the showroom in person

The entire Skoda range is available on Amazon and while Skoda’s own national survey of 2,000 adults shows that nearly half (47%) value being able to research from home when buying a new car, 82% still prefer some form of in-person engagement and over three quarters think a test drive is essential.

Expert knowledge (47%), product demonstrations (36%), and face-to-face interaction were also cited as key factors influencing their decision.

With 77% of respondents spending up to two hours a day browsing online, Skoda said the appeal of digital convenience is clear: 59% cited ease and simplicity as their main reason for shopping this way.

Skoda said this highlights a key insight in the context of car buying - customers crave convenience, but also the added reassurance of a physical car dealership experience.

The Czech brand describes this as a ‘click to drive’ experience that combines the best of digital convenience with the reassurance of face-to-face dealership support.

Matthew Bowden, director of Skoda UK, said: “Online browsing and research are part of everyday life, which is why we’re so excited to launch the Škoda showroom at Amazon.

“It gives prospective customers more opportunities to find their next car and see where it’s available, all from the comfort of their home.”