ROME – Kgen is about to debut online, a platform where those interested in electric cars can choose from 5 brand new battery-powered brands for the Italian market. The Koelliker group, Italian importer of the Mitsubishi and Ssangyong brands, already a precursor of zero-emission mobility in the area (with the first electric in 2011 ed.), Now raises the bar. Not only have the proposed models never been touched here by us, but they can be purchased (or rented) on the web directly from the sofa at home. We talked about it with the Group CEO, Luca Ronconi, who, waiting for the platform’s debut, explained all the peculiarities of the system to us. Digital marketing has now become a must with the pandemic. “The automotive sector, the one characterized by partnerships, services, hi-tech systems, can only adapt quickly: it makes no sense to delay this development”.
Koelliker brings five “green” brands to Italy, a 360-degree web platform, a “satisfied or reimbursed” formula: will electric mobility finally be able to expand?
“The digital process was catalyzed by the pandemic. Today we offer an online platform with which it is possible to do everything without moving: purchasing, renting, financing, all those that were typically confined to the physical aspect. We have entered into partnerships with Enel X and Santander to make these processes even easier and leave only the choice to customers. They will be the ones to choose where the digital part ends and the physical part begins, if they want. Our brands come from realities that the premium brands of the old continent are now chasing. The epicenter of the car has moved to China: for us, a long courtship that lasted 10 years “.
That is, 10 years ago, was the idea of buying cars online born?
“Yes, the idea was taking shape. Ten years ago the first brand acquired was Maxus, dedicated to electric light commercial vehicles for the city center and the last mile.”
Visionaries … And the last of Aiways, Karma, Seres and Weltmeister, which was it?
“Weltmeister: sees investors and technological partners of the highest level, from SAIC to BaiDu (the Chinese Google), to Tencent, the third largest internet company in the world after Google and Amazon”.
The project is ambitious, and so far it is a completely new mission for us. But explain me better. Do you focus more on renting or buying, considering brands unknown to the general public?
“Previously, private rental was a niche. Now it is in great development. We do not ask ourselves which is the dominant channel because we will continue to have a network of dealers like Koelliker”.
So will the dealers not disappear?
“No, we will continue to have our dealer chain to be close to the customer: both for those who wish to collect the car at home, and for those who want to pick it up at the dealership. We are organizing a territorial coverage, obviously not conceived with a traditional approach: they will be mobility centers ready to provide assistance “.
Or?
“We are agnostic about the most suitable developments. Each brand will be different. For example, for Aiways it will be more physical, also for the type of product. For Karma, drier. But in each one there will be mobility consultants able to develop and sell services: from consulting to supply “.
So beyond the digital process, the dealership approach will also change …
“Yes, but the customers will decide how to proceed. Whether online or live, or starting on the web and ending at the dealer. There is no single way of approaching the customer for the electric mode. the car if there is no customer satisfaction: here we can say that we adopt the logic of online purchases: it will serve to defeat the fear of the electric. As well as the assistance packages: those who choose to switch to the car on tap, he should not be afraid of being “dry”. Our system has been designed to have a pick-up service, for example “.
What will your audience be?
“Young people, lovers of high technology and the web and obviously also those who have a healthy attention to the environment. The target business will probably also be added: the attention of the fleet world on the zero-emission world has so far been more theoretical than practical “.
Sales prospects?
“The objectives are ambitious, but we are not aiming to show anything: the electric is still a niche and it will be a long way … At the same time, we know that being among the first is an extraordinarily important advantage”.
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