Alibaba-owned Tmall has unveiled what it says is China’s first ‘auto vending machine’, partnering with Ford for what is described as the first phase of a larger push to upgrade the test-drive experience for Chinese consumers.
The giant vending machine is called a “Super Test-Drive Center,” in Guangzhou. It offers three-day test-drives to potential buyers researching their next purchase, allowing them to choose from more than 100 vehicles, including the Explorer SUV, Mustang, Edge and Everest models.
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“We are looking for ways to simplify customers’ lives and give them the ultimate try-before-you-buy experience,” said Dean Stoneley, vice president of marketing at Ford Asia Pacific, at a launch event.
The launch is the pilot collaboration between Alibaba Group, which owns Tmall, and Ford since they announced a partnership last December. They plan to leverage artificial intelligence, cloud computing, the Internet of Things and e-commerce to “redefine the consumer journey and user experience for automobiles,” the companies said.
Other than picking up and driving the test car, the entire experience plays out through Alibaba’s mobile e-commerce apps. Users find Tmall’s “Super Test-Drive” page, browse the available models and then choose a time for pick-up. They also snap a selfie with the mobile app, which is used to confirm their identity and booking at the test-drive centre. Test-drives cost RMB 99 ($16) or RMB 198, depending on the model. But ‘Alibaba Super Members’, or customers with a ‘Zhima Credit’ score over 700, get their rides for free.
Alibaba says that in a vending machine visit lasting no more than 10 min, customers simply verify their identity with their selfie and the vehicle they selected is delivered from the multi-story car dispensary to the ground floor where the test-drive begins.
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By GlobalDataThe company maintains that longer test-drives allows consumers to better experience the performance of the Ford vehicles across different scenarios for use.
See also: Ford and Alibaba look to work together in China
