Virtual engagement will drive luxury automobile post-covid19, Abiona Babarinde, Group General Manager, Marketing and Corporate Communications, Coscharis Group, told The Luxury Reporter Magazine during an exclusive Instagram Live interview on Friday.
He explained that the outbreak of the pandemic is forcing the luxury automobile industry to rethink its marketing strategy. “From inception, 99 % of marketing strategy in the luxury sector has been direct marketing. It is not the regular noisy marketing model. It is about close and direct engagement,” he said.
With industry analysts encouraging luxury brands to embrace digital marketing, better online presence and engagement, he said his organisation, Coscharis Motors, is upscaling its digital marketing strategy post-covid19.
“We are taking our showrooms to our affluent customers. We are giving you a virtual showroom. We will for virtual launch to introduce new variants of our new models. We will do virtual marketing and home marketing to take our services to our clients in the comfort of their homes.”
Furthermore, he said Coscharis Motors has put in place safety measures for their staff and clients that will visit their service centres across the country.