Nissan Introduces Fully Online Car Buying

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - December 21, 2020

The COVID-19 pandemic has changed a lot of things for millions of people. When it comes to the automotive industry, it’s shifted how consumers purchase vehicles. More dealerships and used car retailers have moved to offer a digital-heavy shopping experience. Nissan thinks this trend of buying cars without having to step foot in a dealership is here to stay, which is why it’s introducing a fully-digital online shopping program for consumers called Nissan@Home.

The online service allows consumers to find a vehicle to purchase, schedule a test drive, complete the necessary paperwork, which includes credit approval and financing options, and pencil in a delivery date. The entire process can be completed on a computer, tablet, or smartphone. If you don’t feel comfortable doing the entire process digitally, you can visit a Nissan dealership to complete the process there. Once you’ve received the vehicle, owners will also be able to schedule service appointments digitally.

"Nissan@Home gives customers what they’re asking for – the ability to purchase a vehicle on their terms," said Dan Mohnke, vice president, ecommerce. "Through this new program, Nissan dealers can provide a better customer experience which can, in turn, help improve their own business performance. It’s an important first for Nissan, and a great value to our customers.”

While the rollout of Nissan@Home at participating dealers throughout the U.S. is relatively new, Nissan claims it was testing a pilot program this summer in a few states. Consumers in Virginia, Florida, Texas, Illinois, and Michigan were able to able to try out the program, while dealerships were also able to provide the automaker with their feedback. The automaker claims that every dealership that participated in the program recommended a nationwide rollout of the program.

Nissan

According to Automotive News, dealerships will have to pay a monthly fee of $1,980 to use the program. Early adopters will get a monthly rate of $990 for six months.

For consumers, being able to complete the entire process online is a great benefit. You won’t have to go around to multiple dealerships to shop for the best offer or spend hours in the financing office as paperwork is completed. Nissan@Home simplifies the process and allows buyers to do it all from their home.

We haven’t seen anything like this from a traditional automaker recently. Used car retailers, like Carvana, Carmax, and Vroom offer similar services to Nissan@Home. These used-car retailers have become incredibly popular during the COVID-19 pandemic, as they allow shoppers to purchase vehicles digitally. It’s a trend that consumers have started to move toward, as the majority of people choose to shop online these days. We don’t see many downsides, besides possibly having issues with the website if it’s not easy to use.

Nissan@Home will certainly help Nissan be more competitive, especially as it’s one of the first mainstream automakers to offer this kind of program. According to Cox Automotive, Nissan’s sales through the third quarter of 2020 are way off of last year. During the third quarter of this year, Nissan sold 203,738 units, which is down 32.6% from last year. Nissan was hit especially hard by the pandemic, as brands like Honda (-10.6%), Ford (-4.8%), Hyundai (-1.3%), Subaru (-8.8%), and Toyota (-12.7%) saw figures drop by more manageable numbers.

Explore the current Nissan lineup »

, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter

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