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Mobil Ringsek Jadi Produk Display Diler di Australia Ada banyak cara untuk meningkatkan penjualan produk. Salah satunya dengan memajang seluruh produk terbaiknya di berbagai sudut etalase diler.
Lewat cara itu, pembeli bisa langsung melihat produk yang akan dibelinya, juga dapat menaiki dan mencoba duduk di dalam kabinnya sehingga memantapkan pembelian.
Namun hal tersebut tidak berlaku di Australia. Baru-baru ini sejumlah diler mobil di negeri Aborigin tersebut sedang keranjingan memamerkan mobil yang sudah ringsek.
Seperti mengutipMotoring , strategi ini dilakukan untuk menarik perhatian calon pembeli dan pembeli soal aspek keselamatan pada kendaraan yang akan diboyongnya.
Kebanyakan mobil yang dipajang merupakan mobil hasil tes tabrak lembaga pengujian mobil baru setempat atau Australian New Car Assessment Program (ANCAP).
Adalah Bathrust Kia, diler pertama yang mencoba ide tersebut. Diler yang berada di Sidney, Australia itu memajang Kia Stinger hasil tes tabrak ANCAP tahun 2017 yang mendapatkan bintang 5 soal keselamatan mobil berperforma tinggi itu.
Namun Kia Stinger yang melantai di diler Bathrust Kia tidak selamanya berada di sana. Setelah dipajang, Stinger ringsek tersebut akanroad show menyambangi diler Kia lainnya di beberapa wilayah Australia.
Selain Kia, ada merek lain yang mencoba strategi yang sama. Seperti diler Mazda yang memamerkan CX-5 ringsek dishowroom Garry and Warren Smith Mazda di Milgrave, Melbourne, juga Suzuki Swift, Hyundai Kona, dan Toyota Corolla yang nantinya akan berkunjung dari satu diler ke diler lain.
"Diler adalah tempat paling krusial bagi ANCAP untuk memberi pesan soal keselamatan pada kendaraan. Saat konsumen melihat, menyentuh, dan bahkan duduk di dalam mobil yang sudah tidak terbentuk hasil uji tabrak, mereka bisa merasakan pengalaman yang unik," ujar Chief Executive ANCAP, James Goodwin.
Berdasarkan hasil riset ANCAP, 88 persen konsumen bingung memilih jenis kendaraan tertentu berdasarkan informasi keselamatan yang diberikan tenaga penjual maupun diler. Lewat pameran mobil ringsek hasil uji tabrak ini, diharapkan konsumen akan lebih dapat memahami soal aspek keselamatan yang ada di mobil.