“Supercar Buyers Can Test-Drive Before They Decide”: Chabot Mobility Launches ‘Super Class Chabot’

Chabot Mobility unveiled its premium concierge service, 'Super Class Chabot,' on the 1st, proposing a zero-risk test-drive program for supercars that allows customers to make a decision only after ample pre-purchase driving, in an effort to reduce uncertainty in the supercar buying process. 'Super Class Chabot' combines supercar purchase counseling with short-term subscriptions.

The new service extends Chabot Mobility's 'zero-risk commerce' strategy into the premium vehicle segment. The company is applying the customized concierge capabilities it has built up in the conventional car-buying process to supercar customers, and has set the scope to cover the entire journey from vehicle search to hands-on experience and purchase decision.

Chabot Mobility said the goal is to reduce the information and experiential uncertainty that consumers have had to bear. The company said supercars are expensive, so there are many things to review before buying.

Before purchasing, consumers need to look at the inventory, model year, and options of the model they want, and they also need to compare purchase terms such as upfront payment, installment plans, leases, and rentals. After purchase, they also need to consider insurance, taxes, maintenance, storage, and depreciation.

Before buying a vehicle, consumers struggle to compare across multiple brands and financing terms on their own, and it is also difficult to determine whether a car suits their personal lifestyle based on a short test drive. In particular, it is hard to assess factors such as ride comfort, visibility, and ease of getting in and out with only a brief drive.

Chabot Mobility said Super Class Chabot focuses on easing this information and experience asymmetry through sufficient hands-on experience. To that end, it offers about 20 premium vehicles, including Porsche, Lamborghini, McLaren, and Ferrari, as subscription products.

The usage periods are 1 day, 3 days, and 7 days, and fees start in the KRW 400,000 range. The service operates in the Seoul and Gyeonggi area through private vehicle delivery.

With private delivery, customers can pick up and return the vehicle at a location of their choice. As a result, they can avoid the burden of visiting a showroom and the hassle of coordinating separate travel schedules.

Chabot Mobility said it designed the service so consumers can decide on a purchase after fully experiencing the vehicle in their daily lives. Customers who want to buy can also receive Chabot's customized concierge consultation.

When customers apply for a consultation, a specialist advisor identifies their preferred brand and model, budget, purpose of use, and period of use, then suggests suitable vehicles and terms. The specialist advisor supports the entire process from inventory checks to term negotiations and contract signing, and Chabot Mobility emphasizes that it supports consumer decision-making by providing enough experience.

Chabot bundles support for comparing inventory across all brands and for reviewing the best option among upfront payment, installment, lease, and rental based on the customer's cash flow and purpose of use into a single consultation. Through this, it reduces the need to visit multiple showrooms and finance companies directly, and eases the hassle through one consultation.

After unveiling the Grandeur 3D virtual showroom last month, Chabot has now opened a new supercar 3D virtual showroom. Customers can view vehicles in 3D on the Chabot platform without visiting a showroom, and they can also search for vehicles of interest and start a consultation.

The new supercar 3D virtual showroom is intended to ease the physical and psychological burden of visiting a showroom for high-priced vehicles. It is part of a trend aimed at supporting a more comfortable vehicle-search experience.

Kang Byung-hee, vice president of Chabot Mobility, said the biggest barrier to choosing a supercar is not only the high price but also the difficulty of obtaining enough information and experience. He also said the intent is to ease the burden of having to decide on a vehicle worth hundreds of millions of won after only a short test drive, and to establish a new standard that allows customers to choose with confidence after sufficient experience.

The executive said the company will build up experience in supercar consultation and use, and based on that, will push ahead with more precise vehicle matching for each customer. He also said the company will connect the entire vehicle-use journey, from purchase and financing to insurance and management, and will further advance the Chabot ecosystem.

Separately, the Super Class Chabot subscription product can be reserved through 'CELECT:X,' it was said. 'CELECT:X' was introduced as Chabot's premium curation market.

It was also said that 'CELECT:X' is a commerce channel based on Naver Smart Store that provides Chabot's carefully selected mobility products, and that it aims to improve product access and convenience of use.

Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=406306

References

• https://www.epnc.co.kr/news/articleView.html?idxno=406306