New Holden Commodore available online

Holden has launched what it says is Australia's first-of-its-kind "full end-to-end online car buying experience".

With the click of a mouse - or a prod of a finger on your mobile device - customers will be able to select and specify a Holden model, book a 24-hour test drive and have a new vehicle delivered to their door.

Announced this morning ahead of the imported ZB Commodore's official release this Thursday, the online store will even allow you to arrange finance and trade-in your old vehicle, says Holden.

However, there's a catch. At this stage Holden's online store remains a pilot program limited to customers in the Melbourne metro area and only includes the Astra, Trax, Equinox and 2018 Commodore range.

Holden has been trailing the geo-fenced system using Astra for around two months. The store leverages online systems previously used by GM in the USA.

Holden says it will expand the online store to include more metropolitan markets and additional car lines in time, "depending on customer response".

So far, customer take up has been very slow, one internal source stated.

"Holden's always been at the forefront of the Australian industry," said GM Holden Chairman and Managing Director, Mark Bernhard.

"This is the latest in a long line of customer-focused initiatives we're excited and proud to offer Australian drivers. And what better car to purchase online than the all new, next-generation Commodore - a truly sensational car."

This isn't the first time Australians have been able to purchase a new vehicle online; Subaru pioneered the concept with its BRZ sports car and relaunched the 'Build and Buy' online tool with its new Impreza in 2017.

Holden cites research conducted by Roy Morgan in March 2017 that suggests up to 30 per cent of consumers would consider buying a car entirely online without entering into a dealership

"Ten years ago, we were tentatively buying clothes online and it was inconceivable to buy big ticket items like TVs through the internet, but as consumer tastes change and confidence in online commerce has grown, so too has Australian consumers desire to purchase at a time and location that is convenient to them," said Bernhard.

"It's only a matter of time before the digital revolution reaches automotive retailing."

Holden says a key feature of its online store, which can be found at the brand's public web site, is the trade-in valuation that is transacted online. It says this and a direct finance referral at checkout makes its offer unique in Australia.

However, Bernhard stressed that Holden's dealer network, which currently stands at about 200 following the axing of 30 outlets last year, remains the "backbone" of its online store and was involved in its development.

"A car can't deliver or service itself. Our dealers are the backbone of our online store and have been involved in creating the online shopping experience since its inception," he said.