From Taiwan to Thailand — AIONEX is set to accelerate the adoption of electric vehicles by taking a digital-first retail approach and introducing its intelligent electric motorcycle ecosystem, which includes high-performing scooters, battery swapping stations and exceptional after-sales service.
AIONEX is a joint venture that combines the expertise of Arun Plus, a member of the PTT Group, and KYMCO. Recognised globally for its quality and innovation, KYMCO has a presence in 100 countries and leads the market in Taiwan. Under the collaboration, AIONEX operates a fully integrated electric motorcycle production and distribution business in Thailand.
The Road to New Horizons
AIONEX set out with a clear goal to create a comprehensive e-commerce platform that would serve as its main customer touchpoint, supporting its vision of operating a digital-first retail model. AIONEX, seeking a partner with proven experience in the mobility/auto consulting space in Thailand, approached Appsynth to design and build its platform, complete with a back-office system, within a timeframe of four months.
The Challenge
When it comes to e-commerce, the automotive industry lags behind other sectors. In Thailand, consumer purchasing behaviour, especially for high-ticket items like electric scooters, still heavily relies on human interaction. AIONEX faced the dual challenge of integrating this preference for personal touch with a digital platform, while also addressing common consumer concerns around the quality, safety and performance of electric vehicles.
Our task was to overcome these challenges by combining strategy, design and technology, creating a one-stop e-commerce platform to serve both end customers and AIONEX’s commercial and after-sales teams.
Our Approach to Creating the AIONEX E-commerce Platform
Translating Personal Engagement into an Online Environment
Creating hyper-personalised experiences requires data. Connecting all channels (social media, ads, email, website and chat apps) was key to effectively engaging customers through each stage of their journey. This integration allows AIONEX to seamlessly track customer interactions and preferences, providing a comprehensive view of each prospect’s behaviour and interests.
Behind the scenes, the platform serves as the AIONEX team’s central tool for managing day-to-day business operations. It is connected to third-party software, including a CMS that allows the marketing team to update website content in real-time, ensuring that information on models and promotions remains current and relevant. The platform is also connected to a CRM, enabling different teams to segment customers based on their profiles, engagement metrics and purchase history.
This holistic approach was essential for delivering contextual and relevant communications and interactions, replicating the personalised service customers would otherwise receive in-person when visiting showrooms.
Combining Cross-Industry E-commerce Best Practices Along the Digital Customer Journey
Customers are now well familiar with e-commerce and expect a simple and user-friendly experience when making a purchase online. Their expectations are not delineated by industry. Therefore, purchasing an electric scooter online should be as simple and convenient as purchasing gadgets or home appliances.
The Appsynth team analysed best practices from successful e-commerce platforms and identified key features that would benefit AIONEX. We created an all-in-one platform that bundled functionalities such as a virtual motorcycle showroom, an online community, a test ride booking portal and an online checkout system. This comprehensive solution effectively serves customers at every stage of their journey, from pre-purchase to post-purchase.
Demystifying Concerns Around Electric Vehicles
Based on initial research, vehicle quality, range anxiety and after-sales service are among the top concerns Thai consumers have when it comes to switching from ICE (internal combustion engine) scooters to electric scooters. To address these issues, we implemented several design and functional elements on the website aimed at educating and reassuring potential buyers.
- Vehicle Quality: To assure customers of the high quality of AIONEX electric scooters, we dedicated sections of the website to detailed product specifications and performance metrics. We also included high-resolution images and videos showcasing the build quality and features of each model.
- Range Anxiety: Range anxiety (the fear that an electric scooter will run out of battery before reaching its destination) is another common concern. To mitigate this, we created a section explaining the advanced battery technologies used in AIONEX scooters. This included information on battery capacity, range and a map where bike owners could easily locate battery swapping stations. This feature ensured that customers could plan their routes confidently and have access to charging options.
- Riders Community: To further address consumer concerns, we introduced a rider’s community section. This space is designed to create an environment where both prospective buyers and current owners can share and access their experiences with AIONEX scooters.
Digital is becoming an increasingly important sales channel in the automotive/mobility sector. It offers numerous opportunities for both brands and consumers, expanding the ways vehicles can be marketed and purchased.
