Problem Solved: How VW Reimagined the Test Drive Experience with Amazon’s Alexa

In VW's push to bring electric vehicles (EVs) and electromobility to all, they needed to find ways to develop trust with their customers. Through the Test Drive with Alexa programme – created in collaboration with Amazon Ads Brand Innovation Lab and Amazon Web Services – we reimagined the test drive experience so future Volkswagen owners could experience all the ID.4 had to offer with the aid of a voice service they’ve already come to know and trust.

What We Did

Test drives are extremely important to buying a new car, but more and more people are not taking them because they don’t want to deal with salespeople. So, working with Amazon, VW was able to provide test drives in their new ID.4 electric vehicle, using a voice we all trust to answer our questions, Alexa. In fact, during our test drives, we saw potential buyers ask more questions than in the typical test drives with a car salesperson riding alongside them.

The Problem

Test drives are critical to the purchase of a new vehicle; in fact, studies show that 98% of customers are more likely to buy a vehicle after a test drive. Problem is, 46% of customers are uncomfortable with salespeople, leading to fewer test-drives and lower conversion. So, one way car manufacturers are combating this is by allowing buyers to take a test drive without a salesperson riding in the seat next to them. But, when testing a high-tech vehicle like the ID.4, VW found customers had many questions that went unanswered because there was no salesperson with them.

So, as VW pushes to bring electric vehicles and electromobility to all, they needed to find ways to develop trust with their customers. 

Ideation

The problem is a universal one within the car industry: Car manufacturers are set in their ways and have been selling cars the same way for decades. They have been very slow in finding solutions that really address some of their biggest issues, one in which is how to simplify the test-driving experience.

So, when the Amazon team brought an idea to VW about using Alexa to answer all the questions a buyer may ask without a salesperson in tow, everyone jumped on board. We saw a way to test out a solution that truly puts the buyers in control with a chance to comfortably test drive the new ID.4 and get all the information they need along the way to help them make their decision, while also saving the salesperson to do what they do best: Finding their buyers the perfect vehicle.

Prototype & Design

Alexa in a vehicle is surely not a novel approach; in fact, many car brands are using the Alexa technology to turn on lights or change the radio station. But how we used Alexa definitely was a breakthrough.

First, we programmed Alexa to use the VW tone of voice. The witty, fun way VW speaks to their customers in their mass communication came through loud and clear. Here’s an example:

DRIVER: Alexa, how many questions can I ask you during the drive?

ALEXA: Only four, just kidding, ask as many as you like.

Then after every test drive, Amazon was able to update Alexa based on the questions asked, so we were always updating and learning to ensure our buyers had the best experience they could have. 

And finally, once the test drive was completed, Alexa was able to suggest customised specs based on their questions during the trial. It was a win, win for everyone.

Live

After each test drive we found more ways for Alexa to be more conversational. With every question asked, we made Alexa smarter and able to answer questions asked in a variety of ways (“Alexa, how do I turn on the AC?” or “Alexa, tell me about the climate control”) and designed prompts to make the conversation natural, responsive and intuitive (“Now ask me about the heated seats.”). 

It really resonated with the drivers, and they told us it really put them at ease during the test drive.

When we look back at this project, we see a revolutionary way of delivering a test drive experience that no one else was doing. One that truly resonated with our core audience. And it made a big impact. In fact, we found that 60% more questions were asked during an Alexa test drive. There was an 80% increase in brand awareness and affinity during the time of our targeted events. And, most importantly, VW dealerships saw a 40% increase in sales inquiries. 

This was considered such a successful test campaign that we’re looking to see this programme rolled out to all VW dealerships in the near future.