With the average age of cars out on the road reaching an all-time high, the moment where someone finally takes delivery of a brand-new car can feel very overwhelming for new owners.
It is the grown-up adult version of that Christmas morning feeling; where cars are like the toy that a kid begged Santa Claus for, and they cannot wait to tear open the box to finally play with them.
However, today’s cars are complicated, technological machines that require lots of orientation and tutorials in order to operate simple functions like the radio, climate control, to more user-involved gadgets like Apple CarPlay, Android Auto, and other features that can dramatically enhance the driving experience.
Japanese automaker Nissan (NSANY) finds this phenomenon to be an issue, and has come up with a creative way to make sure that its customers know all the cool, clever, but physically intimidating tech features hidden within the touch screen controls of its cars outside the four walls of the dealership.
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Nissan vehicles and signage at a dealership in Richmond, Calif., on June 21, 2024.
Nissan is launching a new program called the “Second Delivery,” which acts as a follow-up visit for new Nissan owners to make sure that they are getting the most out of their new cars.
The no-cost follow-up visit is designed for Nissan owners to be fully acquainted with their brand new cars and learn all the things that their vehicles can do. Nissan makes use of designated “tech experts,” who will coordinate with owners on a time and place after the delivery date to follow up on the ownership experience thus far.
Generally, these visits are to take place about two weeks after new owners take the keys to their new Nissan and take place in whatever place owners feel most comfortable at, whether it be at the Nissan owner’s home, place of work, a random dimly-lit parking lot off the highway, or back at the Nissan dealership where the car was sold.
The interior of the 2024 Nissan Ariya.
Nissan USA
During these visits, the Nissan tech expert will walk through the various systems of the car, including new generation driving technologies such as the ProPILOT Assist hands-on driver assist system and Safety Shield 360 suite of safety features.
Usually these tutorials are given during the delivery of the car, but given most owner’s desire to get out onto the road, many aspects might not stick, which can lead to owners not utilizing the full bevy of features loaded onto new Nissans.
Currently, the “Second Delivery” program is offered on the Ariya electric SUV, of which Nissan eCommerce and customer experience VP Dan Mohnke says the program is critical for.
“Now more than ever, customers expect a personalized experience that matches their wants and needs,” Mohnke said in a statement. “These types of experiences are extremely important for us to offer for our Ariya customers, who are largely new to the Nissan brand and interested in using all of the latest technology.”
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According to the 2023 U.S. Sales Satisfaction Index study by J.D. Power, Nissan ranks eighth among the top ten for the highest in sales satisfaction among mass market brands, meaning that Nissan buyers found the dealership sales experience to be overwhelmingly positive.
In a statement, Mohnke emphasized that the program’s intention is to foster a brand-loyal relationship between Nissan and its customers, noting that an “extra touch” like Second Delivery can mean all the difference when shopping between Nissan and other quality auto brands.
“Second Delivery builds a sense of trust with the customer,” Mohnke added. “It shows we’re not just about the purchase. You’re a customer for life.”
Nissan Motor Co., trading on OTC markets under NSANY, closed at 0.35% higher than opening, closing at $6.81 at the time of writing.
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