Volkswagen is leading the way in the accessories market, becoming one of the first manufacturers to offer prices which include fitting on all retailer-supplied options on a national level.
Customers have traditionally purchased accessories and then had to pay for fitting on top, a process which could add significantly to the price of the initial item. As labour rates vary across the country from retailer to retailer, it has also led to suspicion amongst buyers that they are not always getting the best deal.
The new system is designed to eliminate this suspicion and help customers buy the accessories they want, with confidence that costs will not increase, and the certainty that they are being charged a fair price.
Not only has pricing become more transparent, Volkswagen is also aiding customers choose accessories by grouping them into packs. Examples include Style packs (14" alloy wheels for the new Fox at £350 fully fitted); Pet packs (a load liner and dog guard on Golf at £150 fully fitted); and Touring safety packs (warning triangle, first aid kit, safety vest at £42.99). Other packs include items such as an iPod connection package at £150 fully fitted and cruise control at £150 fully fitted.
For extra clarity, retailer sales staff are being supplied with new electronic brochures that show which accessories are available with each model range, along with a fitted price. There is also a section with information and prices on products for all model groups which include Road Angel, roof bars, TRACKER and Smartnav.
Daniel Hill, Volkswagen’s Aftersales Marketing Product Manager, says: ‘We wanted to remove the uncertainty which has always surrounded buying accessories and fitting prices. Our aim was to make it easy for customers to choose products and to give them the confidence to do this. Our ‘One price, no extra costs’ marketing programme sums up our intention and we are sure customers will appreciate the transparency of the new system.’Published 15 April 2006