SeraNova Designed Online Buying Application Allows Volkswagen to Sell Special Edition Beetles
12 June 2000
Special Color Edition of New Beetles Only Available Through the Internet; Results of Pilot Program to Shape Volkswagen's Future eBusiness Plans
EDISON, N.J. - SeraNova Inc., the majority owned eBusiness subsidiary of
Intelligroup, Inc. announced today that it has developed an online buying
application for Volkswagen to sell limited edition colors of the New Beetle for
the US market via the Internet only. In this online buying pilot, a total of
4,000 cars will be made available in Vapor Blue and Reflex Yellow. The pilot
will test customerresponse to online buying that allows customers to learn about
these special color edition New Beetles via its website, pick a dealer,
configure a desired car, check its availability within Volkswagen's distribution
system, get financing, discuss purchasing terms and finally arrange a delivery
date, all online with the selected dealer.
The online buying pilot launched May 4, 2000 and is being promoted by a
national advertising campaign from Volkswagen.
The online buying pilot represents the first time a US based car
manufacturer is selling a particular edition of a car only through the
Internet -- and the results of this endeavor will shape the future of
Volkswagen's eBusiness model. Volkswagen will learn how direct requests via
the Internet, affect all aspects of the business -- including marketing,
sales, distribution, credit application and legal. "Never before has an
engagement required as much cooperation between business units, leveraged as
many systems and affected the business processes and daily lives of
individuals responsible for selling Volkswagens," said Scott Crompton, Vice
President for SeraNova's Global Automotive Practice. "The net result is that
Volkswagen will be able to present a branded online buying experience for the
consumer."
By taking ownership of the online buying experience Volkswagen assumes a
leadership position and asserts a competitive advantage as an original
equipment manufacturer. "Rather than farming out the online buying model to a
third party or some other channel of selling cars online, Volkswagen supports
the entire enterprise, including the brand, customers and dealers," said Liz
Vanzura, Director of Marketing, Volkswagen of America, Inc. For example,
recognizing that their dealers are a critical part of the Volkswagen value
chain to customers, the auto-maker involved their dealers from the very
beginning of the project and expects them to be an integral part of the online
buying experience.
Consumers purchasing online will be able to configure a car's features to
their liking, apply and obtain credit approval if they wish and have their
purchase request automatically sent to a local or preferred dealer of their
choice. This process generates a personalized web page for each customer.
Through a Volkswagen web portal, dealers then receive the customer buying
requests that have been submitted via http://www.vw.com. After the dealer and
customer agree upon price, the car, if available, is allocated by Volkswagen
to the dealer through the web, thus eliminating dealer's expense and risk of
carrying inventory. This 'flexible distribution system' differs from existing
online car buying models that require the dealer to obtain the car through
traditional means such as finding a car on the lot, trading with another
dealer or ordering a car. The dealers involved in this initiative have
embraced this pilot, and Volkswagen is now seen as taking a position to help
lead dealers into a successful eBusiness environment.
"Our work with Volkswagen is a good example of SeraNova leveraging our
automotive vertical practice and global delivery model as we employed skill
sets and capabilities from around the world," said Rajan Nair, Chief Operating
Officer of SeraNova. SeraNova continues to work with Volkswagen to further
develop its Internet strategy.
About SeraNova
SeraNova provides Internet professional services to businesses. The
Company's services enable clients to combine the scope and efficiencies of the
Internet with their existing business processes. SeraNova designs and
implements Internet-based software applications that help companies manage
procurement, sell products and services, provide customer service, conduct
supplier transactions and communicate with their employees over the Internet.
The Company's services include strategy consulting, creative design,
technology implementation and maintenance of Internet-based software
applications.
In all client engagements, the Company applies the proprietary SeraNova
Time-to-Market Approach methodology, to deliver these services. SeraNova
focuses on five industry markets -- financial services, telecommunications,
automotive, technology and healthcare. During the last three years, the
Company has provided Internet professional services to over 80 clients.
SeraNova's clients include Global 5000 companies and emerging Internet-based
companies that conduct their business exclusively over the Internet.
SeraNova is a subsidiary of Intelligroup, Inc., a publicly traded
professional services firm. Intelligroup has announced its
intent to spin off SeraNova as a separate company, subject to regulatory
approvals.
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development of services and markets and future demand for services and other
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forward-looking statements (as defined in the Private Securities Litigation
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