Sometimes you come across a really inspiring company, that embraces and captures everything web 2.0, customer orientation and innovation so completely, you have to pause and admire them.
G-wiz is The future of everything cool
GoinGreen sells small electric cars CHEAP to commuters in London and they do it at a profit. By being smarter, better and more passionate than everyone else, these guys have produced the top selling electric cars in the world, while creating a devoted customer base.
How they did it
1) GoinGreen Really (and I mean REALLY) embraced word of mouth, selling 600 'G-wizz' cars "without dealers, showrooms, advertising, or sales staff." They did it by thinking outside the accepted square.
- If you want to test drive a car, simply arrange a meeting and they will come to you.
- Their cars are mini land-marks – with beautiful (tacky?) animal prints they can't help but stand out in a crowd.
- It's a club. People who buy these cars enter the club, have get togethers, tell stories, have rallys…
2) Serving a very targeted audience. Sadly, these cars would not sell in NZ, but they are perfect for Londoners:
- G-wizz cars wont go fast or far, but commuters in London don't need either.
- London has massive road charges, it looks like about 20 pounds a day before you even think about buying petrol. G-wizz cars reduce that cost to 0, while allowing you to get the cheapest insurance policy available and offering a 100% tax write down for businesses.
3) Redefining the concept of investing in a car
- 1,000 pounds requires a lot of thought. 5,000 pounds requires a lot less. Add to that the annual saving made by going electric and you will pay off your car in no time at all.
- Bringing car sales into the world of e-commerce. Yes people will pay a 1000 pound deposit online if you ask them to.
4) Selling their souls. These guys have put their heart and soul into these cars, and doing their bit to give this planet breathing space. In everything they write and every interaction they have, their passion oozes out. Seriously, the best way to get people excited is to be the most extreme, the most evangalistic believers in the benefits of your product.
Saving the World the Practical Way
It's a tough challenge to move several billion mindsets and get us thinking seriously about our combined impact on the world. Faced with a car market that is dominated by massive dinosaurs, who would have thought a couple of guys banding together with no marketing budget, a revolutionary approach to sales and a product that ignores everyone who says it's too hard and IS 100% carbon neutral would stand a chance?