Automotive e-commerce firm Vroom is expanding in D-FW, adding personalized concierge service

The used-car e-commerce platform Vroom has opened a new last-mile logistics facility in Dallas-Fort Worth aimed at making online car buying a little more personal.

With headquarters in New York and Houston, Vroom has delivered to Dallas-area residents since the company was founded in 2012. The new facility is in Euless, equidistant from Dallas and Fort Worth, and will allow the company to send a concierge employee along with your purchase to help you navigate the ins and outs of your new vehicle.

The facility will serve customers within a 70-mile radius, providing the enhanced service as far east as Quinlan and as far west as Mineral Wells.

Vroom declined to say how many employees it would have at the Euless facility or how many concierges it would hire.

Two years ago, Dallas and Orlando were the test markets for the concierge service, which the company said garnered high satisfaction levels from buyers. Vroom completed the concierge center in Euless in the fall.

“I’ve been out on our deliveries before. I’ve seen how excited customers are, but they may have questions about the car,” Vroom chief logistics officer Mary Kay Wegner said. “We’ll help them as they’re getting oriented around the vehicle.”

The concierge center in Dallas-Fort Worth is Vroom’s 18th in the U.S. It expects to have 30 across the country by the end of 2021. This month, the company announced the opening of similar facilities in Los Angeles, Detroit and Chicago.

Online car dealerships — such as Carvana, with its car vending machines — have introduced a number of features in recent years to attract customers. But with more Dallas-area residents than ever before purchasing online from Vroom since the onset of the pandemic, the company is doubling down on the basics and prioritizing the customer experience.

Purchases by Vroom customers have increased 16% in 2021 compared with 2020, according to the company.

And the increase in online sales of used cars is a trend the company and experts across the industry expect to stick around even after COVID-19 is contained.

The most popular cars on the Vroom platform purchased by Dallas customers in the last year were the Tesla Model 3, the Ford F-150 and the Tesla Model S, the company said.

Vroom will also buy your used car. It’s seen enormous growth in this part of its business, with a 254% year-over-year increase in cars bought by Vroom from consumers in the Dallas-area.

Wegner chalks it up to the pandemic.

“We’ve seen a shift in the marketplace even more so toward buying digitally and this personalized delivery service,” she said.

Vroom saw $915 million in e-commerce revenue in 2020, a 56% increase over 2019, and sold 82% more used cars in 2020 than in the prior year. It expects to see triple-digit year-over-year growth in e-commerce vehicle sales in 2021.