Retail Bite Rockar | Omnichannel strategy, retail inspiration, retail trend, Omnichannel, Hyundai · Kega

Disrupting the car buying process

Together with Hyundai, Rockar is truly shaking up the car buying world. No more pesky salesman pushing you into buying the car he wants you to, but Rockar Angels who help customers during their own selection process. Angels aren’t hired for their knowledge, but for their personality. Automotive knowledge can be taught, according to Rockar, but personality can’t.

Rockar sets up stores in shopping malls, where they can be sure of strong footfall every day. Browsing through the options is easy while your dealership visit is being scheduled. The Rockar store attracts 200,000 visitors a year, which is more than all Hyundai dealers added up.

In the store you can select all the options you want for your dream car. You do it all online, allowing you to finalise the purchase at home, which is how 50% of purchases are done. From the first step (selling your old car) to the last (selecting the delivery option), the customer is always in the driving seat. The customers decides what the car should look like, without interference from dealers and the inevitable commissions. Thanks to the removal of these traditional hurdles, women in particular like to buy their cars here. 58% of buyers at Rockar are female, more than double than at the traditional dealership.