26 Jul 2024
Your showroom is shining and your cars are polished to perfection, but your test drive calendar looks emptier than a fuel tank on a cross-country road trip. You're spending way too much time chasing leads, and your sales team is stuck in a traffic jam of unanswered calls and ignored emails.
But what if filling up your test drive slots was as easy as sending a text? What if you could guide potential buyers from curiosity to the driver's seat? With WhatsApp, you can.
Today's car buyers are tech-savvy, glued to their smartphones and craving personalised, instant communication. By leveraging WhatsApp for test drive bookings, you're not just opening a door - you're rolling out the red carpet straight to your showroom.
In this guide, we'll put the pedal to the metal on WhatsApp strategies for car dealerships. We'll focus on:
Understanding why WhatsApp is the ultimate test drive booking machine
Exploring the unique benefits WhatsApp offers automotive dealerships
How to use chatbots, broadcasts, WhatsApp ads, and live chat to convert test drivers into car buyers
How you can increase engagement by up to 13% like other dealerships
Why WhatsApp works for automotive dealerships
WhatsApp allows dealerships to boost NPS scores and get feedback, send appointment reminders, integrate with their DMS and take your test drive bookings from zero to sixty faster than a sports car on an open road. But why should you consider WhatsApp as your primary channel?
Create memorable car-buying experiences
In an age of digital showrooms and virtual test drives, WhatsApp allows dealerships to inject a personal touch into the car-buying journey. It's like having a friendly salesperson in the customer's pocket who’s ready to answer questions, share vehicle specs, and even give virtual tours of the latest models. In fact, over 70% of car buyers prefer messaging as a form of communication with car dealerships, and WhatsApp is leading the pack.
Driving loyalty
WhatsApp isn't just about making the initial sale; it's about building long-term relationships that keep customers coming back for upgrades, services or even their next car. With features like automated service reminders and easy appointment scheduling, WhatsApp turns your dealership from a one-time stop to a lifelong pit crew for your customers' automotive needs.
Conversational commerce
WhatsApp Business opens up a world of conversational commerce possibilities. From sharing product catalogues to processing car finance applications, it allows customers to research, inquire, and even complete purchases without ever leaving the chat. It's like turning your WhatsApp chat into a 24/7 digital dealership.
Build a car enthusiast community
For many of your customers, cars aren't just a form of transportation - they're a passion. WhatsApp allows dealerships to tap into this enthusiasm by creating exclusive broadcast lists and WhatsApp broadcast messages for specific models or brands. Share behind-the-scenes content, give early access to new releases, or organise meetups. It's like creating a virtual car club right in your customers' favourite messaging app.
Benefits of Using WhatsApp for Test Drive Bookings
Increased conversion rates
WhatsApp messages have a staggering 98% open rate compared to email's 20%. This means your test drive invitations are almost guaranteed to be seen, dramatically increasing the likelihood of bookings.
Real-time engagement
With WhatsApp, you can answer questions and address concerns instantly. 82% of consumers rate an immediate response as important when they have a question. This real-time interaction can be the difference between a booked test drive and a lost lead.
Multimedia sharing
WhatsApp allows you to automatically and manually send images, PDF quotes, and even virtual reality experiences of vehicles. Leveraging multimedia and other interactive content can significantly boost engagement and test drive bookings.
Centralised marketing
WhatsApp broadcasts allow you to send personalised messages to multiple customers at once, and also be able to engage and chat with them within the same chat, making it a cost-effective, centralised alternative to traditional marketing methods.
Improved customer experience
From booking confirmations to reminders and follow-ups, WhatsApp provides a seamless, user-friendly experience that boosts overall customer satisfaction. A satisfied customer is 14 times more likely to do business with you again.
How to get more test drive bookings with WhatsApp
Okay, but now the question is how do you increase your test drive bookings with WhatsApp?
Click-to-WhatsApp ads
Harness the power of social media advertising with click-to-WhatsApp ads. The ads appear on platforms like Facebook and Instagram, allowing potential customers to start a WhatsApp conversation with your dealership directly from the ad.
When a user clicks on the ad, they're immediately taken to a WhatsApp chat with your dealership. From there, they can engage with a chatbot for quick responses or be connected to a live agent for more detailed inquiries about test drives.
Benefits:
Seamless transition from ad to conversation and then conversion
Ability to target specific demographics interested in your vehicle models
Easy tracking of ad performance and conversation initiation
Immediate connection with interested prospects
![](https://framerusercontent.com/images/oR30w7Y3pJtifHwWp3KFOuNe7FU.png)
Targeted messaging with WhatsApp broadcasts
In addition to WhatsApp ads, dealerships can use WhatsApp broadcasts to send targeted messages about new models, limited-time test drive offers, or exclusive events to their existing customer base.
Start by creating a segmented list of customers based on their previous interactions or preferences, then send tailored broadcast messages about relevant test drive opportunities. Once a customer has purchased their vehicle, keep them engaged by sending timely reminders for services to increase after-sales. Based on the customer’s response, dealerships can either route the customer into a chatbot flow or to a live agent.
Benefits:
Reach a large audience quickly
Personalised at scale
Cost-effective and centralised marketing
Easy to track engagement
![](https://framerusercontent.com/images/EGjTkq2QlzXCRR2Kg2ggswaGWMc.png)
WhatsApp chatbots for car dealerships
After receiving a broadcast inviting customers to a test drive, dealerships can set up flows with an AI-powered chatbot to handle initial inquiries, provide vehicle information, and schedule test drives automatically.
Create a chatbot that asks qualifying questions about preferred vehicle type, budget, and desired features before suggesting suitable models and offering to book a test drive.
Benefits:
24/7 availability
Instant responses
Consistent information delivery
Frees up human staff for more complex interactions
![](https://framerusercontent.com/images/fBDon5mOfjZI48jP5Rr22DcgFY.png)
Increase test drive bookings with WhatsApp live chat
Tired of playing phone tennis with potential customers, only to have them ghost you when it's time to book a test drive?
WhatsApp live chat puts an end to that frustration. It's like having a personal concierge for every potential buyer, ready to answer questions, share vehicle specs, and lock in test drive appointments in real-time. Your sales team can engage in instant, personalised conversations.
Benefits:
Personal touch builds trust
Opportunity for upselling
Faster resolution of complex queries
Builds stronger customer relationships
![](https://framerusercontent.com/images/34g0r40eEDZGLrcTBzx9opkZO8.png)
The car buying journey with WhatsApp
Initial inquiry
Create interest and hype with WhatsApp ads and broadcasts. Once customers respond or show an interest, use chatbots to handle initial questions about vehicle availability, features, and pricing. Offer to send detailed brochures or video walkthroughs via WhatsApp.
Booking a test drive
Not all customers are ready to book a test drive, some might need a bit more nurturing, so it’s important to create a segmented list. But for those who are ready to convert, dealerships can leverage a combination of chatbots for scheduling and live agents for personalised assistance. Send automated reminders and directions via WhatsApp before the appointment.
Post-test drive follow-up
After the test drive, dealerships can use WhatsApp to send a thank you message, gather feedback, and offer additional information and kickstart the car finance application.
Financing application
Once the customer has expressed an interest in going ahead and applying for their car, provide a secure link via WhatsApp for customers to start their financing application. Use chatbots to answer common financing questions and live agents for more complex queries.
Purchase decision
Once the customer is approved for the vehicle of their choice, dealerships can send personalised offers or limited-time deals via WhatsApp to encourage a purchase decision. Use live chat to address any final concerns or questions.
Vehicle delivery and collection
Depending on their location and whether they need to collect their car or have it delivered, you can keep customers updated on their vehicle's preparation status via WhatsApp.
After-sales support
Use WhatsApp for service reminders, and maintenance tips, and to gather post-purchase feedback. Create a WhatsApp broadcast list for owners of the same model to build community and brand loyalty.
13% More engagement, 40% less email clutter with WhatsApp
We’ve established that it’s time to shift your dealership into high gear for the digital age. By leveraging chatbots, broadcasts, live chat, and WhatsApp ads, you can quickly fill up your test drive calendar.
Just look at AutoZone, South Africa's largest auto parts retailer. After implementing Cue's WhatsApp solution, they saw a 13% increase in overall customer engagement while slashing email and phone interactions by 40%.
What does this mean for your dealership?
More test drives booked with less effort
Increased customer engagement across all touchpoints
Reduced workload on your staff, freeing them up for high-value interactions
Lower cost per conversion as you scale your customer support
Ready to turbocharge your test drive bookings and leave your sales targets in the dust? Contact Cue today for a demo