Volvo has partnered with Amazon to offer ‘Prime Now test drives’ in the UK

11 June 2018

Vehicle manufacturer Volvo has partnered with online retail giant Amazon to offer test drives to customers through the internet platform.

The service allows motorists to book test drives of the Swedish firm’s vehicles online through Amazon, offering convenience and simplicity for those considering purchasing a vehicle. The initiative will only run for a limited time as the companies look to see how much demand there is for the service.

According to a statement, customers can book a time for a Volvo V40 to be delivered to their home, where a trained expert will give them a tour of the vehicle’s systems and allow them to test the model on roads which will be familiar to them. This gives drivers a better understanding of how a vehicle will adapt to their lifestyle. Should the customer be interested in a purchase following the test drive, they will be directed to their local Volvo retailer.

The offer is available to customers living in four UK cities; London, Birmingham, Manchester and Edinburgh, on select weekends in June and July.

Jon Wakefield, Managing Director at Volvo Car UK, said: ′At Volvo Cars, we aim to make people’s lives easier. Our ′Prime Now test drive’ offer does just that, allowing potential customers to try our V40 on their terms and in familiar surroundings.

′We’re proud to team up with Amazon to deliver this unique initiative, the first of its kind in the UK and the latest in a range of offerings from Volvo designed to take the hassle out of running a car.’

The Prime Now test drive initiative comes just months after Volvo introduced Care by Volvo, a subscription service which combines the full ownership package of a car into one convenient monthly payment, with no up-front cost.

Volvo’s spun out electric performance division, Polestar, will offer its cars, such as the 1, exclusively through a subscription service as well. The system trades a traditional dealer-focused method of selling cars for a model more closely aligned to those used by Netflix, Spotify and city centre rental bikes.

Traditional dealer models have already changed in the last few years, with manufacturers opening outlets in parks and even retail shopping centres and airports. Manufacturers are increasingly looking for new ways to engage with customers, and online offers is one way of achieving this. A number of carmakers have decided to pull out of various motor shows citing costs, while a recent Autovista Group poll found that launching a car through a digital platform would be a more effective way of reaching a wider audience.

Mercedes-Benz believes that 25% of its new and used vehicle sales will be completed online by 2022 as the sales environment embraces technology.