All of Danny Castellano’s years in the automotive industry have left him with one basic truth.
“You’ve got to give the people what they want and right now this is all the wave in terms of what they desire,” Castellano, an ambassador and sales consultant for Porsche Atlanta Perimeter, told Mega Dealer News regarding why the dealership is one of a growing number now providing services to customers via smartphone apps.
Castellano said Porsche has launched an app called Porsche Good to Know that explains and highlights all of the brand's different models.
Industry-wide, AutoNews.com reports “easy-to-use” mobile apps are one of the primary drivers of customer satisfaction with auto lenders in the latest J.D. Power Consumer Financing Satisfaction Study. In all, satisfaction scores for nearly one-fourth of all auto loan and lease customers who completed a digital application were 55 points higher than those who completed applications verbally or on paper. In instances where the would-be buyer used the mobile app for the duration of the loan application process, J.D. Power researchers found use of the website and mobile app were the greatest difference-maker in ensuring satisfaction, registering at 32 percent of the score.
“The demand has been bubbling now for a couple years,” Castellano said. “People seem to be really drawn to it because they can do it on their own time and usually don’t have to hang around a dealership to get accomplished what they want to do.”
Castellano said the changing trends are being felt across the entire industry, not at just high-end dealerships like Porsche.
“All the dealerships are turning to apps more and more,” he said. “It’s not just Porsche, and the list of dealerships turning in this direction is likely to only grow larger as we move forward.”