In recent times there has been a big move towards car manufacturers taking the decision to showcase their latest vehicles beyond the traditional dealership environment. Taking vehicles to the public rather than waiting for them to proactively search out the cars online or at the dealership makes perfect sense. These mobile structures are a fraction of the cost of traditional bricks and mortar dealerships and have the added advantage of being able to be located in areas which are most likely to contain the ideal customer demographic for the chosen brand. Gone are the days of expensive and inflexible long leases. You can now take your showroom to your clients. The big question is what is right for you and how to best execute this strategy? There are various options and we will explore the pros and cons of each option.
A Pop Up Shop Based in A Retail Environment
Creating a pop up store in an unused retail space makes perfect sense for car brands looking to engage with and target areas of high footfall. This creates an amazing opportunity for brand activation campaigns which really engage with members of the public. The retail space can be fitted out with the latest virtual and augmented reality technology whilst simultaneously ensuring that the car is the star of the show. Unlike traditional dealerships located in clusters in off the beaten track industrial parks, a busy shopping weekend at the mall is more likely to translate in to a busy weekend at the pop up store as customers have more time to browse and engage with the brand experience. The DS space in Westfield is a great example of a well-executed pop up installation.
Pros and Cons
These structures have the potential to capture areas of high footfall in a busy indoor environment
Economic rents by inhabiting unused retail spaces
Not easily portable
Not ideal for one-off activations
Cannot take the structure to your VIP client base
A Mobile Dealership
Modern engineering has truly transformed the ability of brands to have a physical presence at a location whilst retaining all the features (not to mention the look and feel) of the dealership. Our mobile car dealership concept opens up like a beautiful peacock to create the impression of a permanent space – a miracle of engineering and a fantastic structure to host a large amount of people. Once your customers enter our mobile car dealership showroom, they will be taken on a virtual tour of your brand in the “Heritage Centre” section and will be able to truly engage with and relate to its history. The advanced technology within the customisation section of the showcase means that customers will be able to change the design, colour and spec of the vehicle as well as booking a test drive and making a deposit payment. Data analytic software within the showcase ensures that all of your customer’s individual preferences are captured and stored. The Clear Idea Box which is attached perpendicular to the main truck body allows customers to seamlessly move from the virtual tour to sit in the physical car. There is also the option of replacing the physical car with a seated VR experience.
Pros and Cons
Can truly reflect a traditional dealership aesthetically
Mobile and easily transportable
Room for only one car
A Showcase on Wheels
A showcase on wheels has a lot of benefits. In addition to being able to transport the vehicle on display the other primary benefits are speed and mobility. The structure can be quickly set up and is ready to go. It is not labour intensive which keeps the costs of assembly low. The key considerations when designing a showcase on wheels are; what is the maximum weight that can be carried by the structure? Most smaller structures that are pulled with 4×4 vehicles have a maximum towing weight of 3.5 tonnes (including the car inside).
Pros and Cons
Quick to assemble and easy to install in any location
Potential space limitation for only one vehicle
A Container Showcase
These structures are at the cutting edge for corporate hospitality. They give you the invaluable opportunity to truly engage with your VIP customers, giving them a VIP experience to remember. Modern engineering allows multiple containers to be positioned together to create a super-structure. The containers are transported on flatbed trucks and with the use of a forklift or crane, the containers are removed from the truck and positioned on the floor like giant pieces of Lego. As the structure is on the floor there is less of an access issue into the showcase. That said, the set-up time of a showcase that is transported on flatbed trucks is far greater than a solution that remains on the chassis of the vehicle.
Pros and Cons
Can create a great space
Containers can be stacked to create multi-storey structures
Containers can be forklifted in to position and fitted together like giant blocks of Lego
Expandable sides and raising roofs can dramatically increase the internal space of a pop up showcase
Slow to set up and requires a forklift / crane on site