Motor insurance is at best a low involvement category, and most certainly a grudge purchase. In Malaysia especially, where the industry is highly regulated, there is very little to distinguish one Insurance Company from another. It’s almost as though the Insurance Companies involved see no reason to create a brand relationship with their consumers.
Moreover, the bulk of Malaysian car owners purchase their car insurance through agents or franchised car dealers. As a result, many consumers are literally unaware, or simply don’t care, who they’re insured through (until they need to claim, or course).
Motortakaful.com had to do something differently. Because it’s a purely online Insurance Company, it was losing out.
We had to alter years of old fashioned buying behaviour – that the only way to purchase motor insurance was from an agent (who represented the Hire Purchase bank), or the car dealer from whom you bought your car, since that is often the easiest option.
