Volkswagen said it will begin selling cars directly online to customers in Ireland from 2026 in a significant change to the traditional dealership model it currently operates.
Volkswagen Group Ireland said the change will cover its Volkswagen, Škoda, SEAT, CUPRA, VW commercial vehicles and Audi vehicles. Under the Future Sales model, Volkswagen said the entire process of purchasing a new car will be digitalised, with customers able to choose between physical purchases in a car showroom, digital purchases online and a blend of the two.
However, the company said that under the new model, retailers on forecourts will play an ‘integral’ role in the new vehicle sales process.
Alicia O’Connor, Director of Sales Transformation and Customer Experience, said customers wanted faster, more convenient and transparent transactions.
“Irish customers are comfortable buying online. However, many still want the tactile experience of going to a showroom, getting into a vehicle and taking it for a test drive. With the Future Sales model they have the best of both worlds.”
According to the Central Statistics Office, the Volkswagen brand sold 13,359 new cars last year giving it 11% of the new car sales market. The group’s Skoda Octavia is one of the country’s most popular models, being the top-selling new car in March and April.
Most recent accounts for the company show Volkswagen Group Ireland recorded a profit after tax of €11.7m in 2022.
Pierre Boutin, Group Managing Director and CEO of Volkswagen Group Ireland said they needed to transform their business to meet and exceed growing customer expectations.
“I want to express my gratitude to all of our retailers for their dedication and partnership in serving their customers. Moving forward, our future retailers will remain a cornerstone of the business. At Volkswagen Group Ireland, we recognise the importance of digitalisation in the consumer experience.
“As Ireland’s premier automotive and mobility organisation, we are committed to delivering increased value, convenience and satisfaction to our customers. This direction is vital for taking our business to new heights.”
