Shopping destinations helping to drive car retail
Car brands have started to experiment with alternatives to the traditional dealership. A new way of interacting with car retailers could soon be as much a fixture at your local shopping centre as John Lewis and Marks and Spencer.
Many car retailers are currently taking space at the local shopping centre, retail park, supermarket or garden centre. Either in the mall or car park, they are capturing the imagination and creating interaction with the shopping public.
In the last few years, SEAT, Hyundai and Jaguar Land Rover have launched car retail stores at major shopping centres. Ford’s five-car store dealership shares retail space with the Next store at Manchester’s Arndale Centre.
Our experience of working with both retail venues and car dealerships confirms that the trend has grown. And, taking space at a venue or prime retail site, will increase over the next few years.
New ways of promoting are being driven by the changing retail landscape. And, retail venues are becoming more accessible than ever to automotive brands. It’s easy to see why these mutually beneficial partnerships are proving so successful. Automotive brands offer diversity to the venue by adding to the broad mix of tenants. In return car retailers capitalise on the guaranteed footfall.