Nissan Europe launches customer ownership strategy
Nissan Europe has launched a strategy to revamp the customer ownership ‘experience’ through new technologies and improved services.
It hopes these new services will drive growth in Nissan’s aftersales business, and contribute 30% of aftersales revenue in Europe by 2022.
A ‘key’ element in this strategy will be the development of connected elements for all customers, including those in emerging markets. Connected devices will be available as a dealer option starting in Japan and India before expanding to other markets.
Nissan is also developing products to offer existing customers connectivity as an aftersales option. Multiple new technologies will be offered to customers who already own vehicles that were not manufactured as connected cars.
In the future, Nissan cars will provide customers with advance notice when servicing is needed, as well as automatically order parts from the supply chain to ensure dealership availability on customer visits for servicing.
The strategy will also call for greater personalisation offers for Nissan cars. The company noted the Nissan Juke has offered customisable colour palette for vehicle parts and trims for the past two years. Today, 80% of Jukes sold are personalised either on the interior or the exterior, or in many cases, both, making the model one of the top three most profitable in terms of accessories. As a next step, Nissan will advance the manufacturing and design process of the new Micra to offer customers more choice, from colours to trims.
Through these advances in connected car technology and expanding use of big data, Nissan will be able to offer new services, improve the dealership experience and increase customer retention. This approach will also dramatically streamline Nissan’s global supply chain, bringing just-in-time logistics to increase manufacturing efficiency, from plants to the dealer.