The first auto vending machine by Tmall and the US automotive company Ford is located at The Super Test-Drive Center in Guangzhou and offers three-day test-drives to potential buyers planning their next purchase, allowing them to choose from more than 100 vehicles, including the Explorer SUV, Mustang, Edge and Everest models.
This launch is the first pilot collaboration between Alibaba Group (Group owner of Tmall) under the partnership between both companies announced last December.
The letter of intent inked in 2017 aims to explore new ways to redefine how consumers purchase and own vehicles, as well as how to leverage digital channels to identify new retail opportunities.
Leaving aside the physical pick up of the car model, the whole experience is arranged through Alibaba’s mobile e-commerce apps.
Users get to Tmall’s “Super Test-Drive” page, there they browse the available models and then choose a time for pick-up.
Users also snap a selfie with the mobile app, which plays its role to confirm their booking at the test-drive center.
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.
The car vending machine is the latest development in a larger push for New Retail by Alibaba. In addition, Alibaba’s analytics and marketing resources can be leveraged to help brands and distributors better identify potential car shoppers and their demands.
Ford is Tmall’s exclusive partner for the first phase of the vending machine’s launch. Other partners have yet to be announced, but Alibaba is eyeing Beijing and Hangzhou as possible locations for the next phase.
The launch of first “auto vending machine” in the world follows that of the first car smart dealership by Alibaba in China hand in hand with Maserati.
At the signing of the letter of intent between Ford and Alibaba last December Jim Hackett, Ford’s President and CEO, said: “China is one of the world’s largest and most dynamic digital markets, thriving on innovation with customers’ online and offline experiences converging rapidly. Collaborating with leading technology players builds on our vision for smart vehicles in a smart world to reimagine and revolutionize consumers’ mobility experiences.”
“Alibaba is excited to redefine the consumer journey and user experience for automobiles together with Ford Motors,” Alibaba Group Chief Executive Officer Daniel Zhang explained. “Our data-driven technology and platform will expand the definition of car ownership beyond just having a mode of transportation and into a new medium for smart lifestyle.”
In the initial phase, Ford and Alibaba carried out a pilot study on digital solutions for new retail opportunities at different stages of the automotive ownership cycle, from pre-sales and test drives to leasing options.
Image over the headline.- Tmall-Ford auto vending machine. Source of the image Alizila, © Alibaba Group.
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