Even though it’s August and the sun is shining there still seems to be lots of news from the motor retail sector, some of it suggesting that (maybe) the sector is starting to take its retail presence seriously.
In an earlier post we’ve already discussed the moves Mahindra are making into the UK market with their new e20 electric car, avoiding the need for a dealer network by direct sales and ‘at home’ servicing.
And, in another post we’ve discussed the changes JLR (Jaguar Land Rover) are making to their dealer network, bringing together both brands under one retail network. Check out Motor Trader’s interview with Jeremy Hicks, JLR Managing Director.
Elsewhere, two interesting retail moves from Mercedes Benz and Bentley:
Following on similar ‘pop-up’ stores at several other ‘destination’ shopping centres, Mercedes Benz are bringing the retail concept to Cardiff’s St David’s shopping centre for the second time. The store is on the lower ground floor occupying 2,700 sq. ft. unit with two models displayed (A-Class and GLA SUV) as well as interactive displays, merchandising and the opportunity to book test drives. Having visited the Trafford Park store it’s a convenient and less pressured way of seeing some great cars and to experience the brand for a wider audience than would otherwise visit the dealership.
If window displays at Westfield (London) are to be believed, it would seem that Bentley Motors are opening a retail presence on the ground floor, adjacent to Eat Street (externally) and The Village (internally). Certainly the right location if, having shopped at De Beers, Burberry, Jimmy Choo, Louis Vuitton, Prada, Mont Blanc, Tiffany or others, you need a suitable car for the journey home. Of course, shoppers can also check out the TESLA retail store at Westfield too.
More seriously, Bentley’s possible move underlines the importance for the industry of complementing their traditional dealership network of broadening the ‘brand experience’ whether as permanent retail presence (e.g. Tesla) or pop-up’s (as M-Benz).
And it seems to be working for Tesla – they’ve just announced the intention to build a global 400 dealer outlets to coincide with the launch of the new Model-3 car. #Neat!
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