Westfield (London) popularity amongst motor manufacturers continues unabated with Jaguar the latest marque to visit the mall to show off its latest cars. For Jaguar it’s the opportunity to put their much anticipated E-Pace model in front of lots of affluent shoppers – from the UK and overseas – ahead of its arrival at their dealerships later this year. In fact the E-Pace is visiting lots of malls around the country, spending time at eleven shopping destinations across England and Scotland prior to its launch.
Interestingly, is this a change of strategy at Jaguar soft launching the car to the consumer before and separate to the dealer network? It coincides with research findings by Santander amongst franchised dealers indicating that a third of dealers are fearful of manufacturers’ moves towards direct relationships with consumers facilitated by direct selling and web CRM. Ironically the research indicates that some dealers feel they need to improve their relationship with customers. Hmm, maybe a bit late now?
Read Motor Trader for a fuller insight of this story. As for the car – I’ll have mine in white too!
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