Fiat, like many manufacturers, faces difficulties in recruiting dealers for major metropolitan locations which arise as a result of prohibitively high real estate costs coupled with high labour costs. Fiat wanted to explore new ways to retail cars that could take advantage of the latest digital technologies.
Magma turned to its core values of virtualisation, technology leverage and process excellence to develop a solution for Fiat – the result was Fiat Click.
Fiat Click was the world’s first multi-channel car buying solution direct from a manufacturer. Fiat Click allows customers to go online, browse and choose from stock, book a test drive, design/configure a car and then buy a car without ever leaving home. Furthermore, Fiat Click also allows customers to speak with the team over the phone or face to face and ‘touch the metal’ in the small ‘Apple-esque’ retail store located in the Touchwood Shopping Centre, Solihull, an affluent suburb of Birmingham.