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Mitsubishi connected car tech exemplifies a tool for customer retention

On Wednesday, Mitsubishi Motors announced that Eclipse Cross drivers will be equipped with connected car tools to accentuate the ownership experience through the My MITSUBISHI CONNECT app. In a press release, Mitsubishi Motors North America said that they’ve partnered with Dealer-FX and Aeris Mobility Services for the technology.

Integrations between the My MITSUBISHI CONNECT app and Dealer-FX ONE and Aeris allow the driver to recognize service and maintenance requirements in real time through the app. The driver then is prompted to perform specific actions such as appointment scheduling at the nearest dealership.

The stated purpose is to “enhance the Mitsubishi customer service and ownership experience.” Chief Operating Officer at MMNA, Mark Chaffin, says, “Mitsubishi customers are dreamers, achievers, entrepreneurs – active in their communities and in their family homes, and their time is extremely valuable. The My MITSUBISHI CONNECT app allows us to enhance their experience, be more efficient with their time and continue to demonstrate our commitment to delivering high quality, top value vehicles with leading-edge technology in the U.S.”

Mitsubishi has ventured into connected tech previously with Mitsubishi Road Assist+. The smartphone-based app was the first hardware-free service to allow for usage-based insurance without a telematics-enabled vehicle, helping Mitsubishi owners save money on an aftersales necessity – car insurance.

Connected Services to Connect with Customers

The technology announced by Mitsubishi isn’t anything groundbreaking or revolutionary for the industry. Other brands like Mercedes-Benz, BMW, Porsche, Volvo, and Tesla have been connecting vehicles with the Internet of Things (IoT) for a few years now. Although the smartphone-based service is unique, it performs similar tasks as hardware-based systems.

Mitsubishi’s example demonstrates not just the consumer benefit of connected services but the ability to use connected cars as a tool for customer retention.

Keep Vehicle Issues Minor

A clear component to connected car technology is the ability to prevent major issues that interrupt a positive vehicle ownership experience. The moment the vehicle determines there’s something operating out of spec, it prompts the owner to take care of the concern with intentional suggestions.

For consumers, a positive experience with service before a major breakdown helps to maintain their trust in the vehicle, the dealership, and the vehicle brand. Servicing or repairs can often be completed before the driver notices the symptom or has a trip interruption.

Maintain Contact with Consumer

Connected car services are often intended to benefit the driver, but they’re also a significant aid to dealerships and carmakers. When the driver receives a prompt regarding a visit to the dealership, they can be steered toward the selling dealer or, at minimum, a same-brand dealership rather than an aftermarket provider.

The Direct Marketing Association says that most marketers send two to three emails a month to their consumers so as not to overwhelm them with content that would increase the likelihood of clicking unsubscribe. With connected cars, dealers have another chance to maintain contact with car owners in their lifecycle without sending any messaging that can be seen as intrusive.

How Dealers Can Apply Knowledge

It’s easy to overlook connected car tech in a sales walkaround as tertiary features. However, dealers can capitalize on connected tech to boost customer retention. Mention the features and benefits of connected vehicle technology during the sale and at delivery, emphasizing its importance in helping owners to make the most out of their vehicle.

Help them set up services, whether hardware or app-based, to ensure they know how to use them and where to go for assistance.

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Jason Unrau
Jason Unrau
Jason Unrau is an automotive specialist with more than 15 years of experience at the dealership level. Focusing mainly on fixed operations and the service industry, Jason’s expertise is in enhancing the customer experience and promoting a healthy, profitable service department.

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