Shop For Cars Inside Shopping Malls!
Guest writer, EUGYNE, recently visited Thailand and what he saw there blew his mind away…and no, it’s not what you are thinking.
I’ve just been to Bangkok for a quick holiday…yes, I’ve been asked by many whether it is safe there during this unstable times. Let me assure you that the city is unchanged, other than the 12am to 4am curfew and soldiers standing guard around shopping malls located in the city centre. Peaceful as it may appear, the political unrest has undeniably affected the Kingdom’s economy. (Read also Thailand Leads Car Sales In SEA & Thailand, Indonesia & Malaysia Battle For The Throne)
But that is not what I wanted to talk about. The most surprising part of my trip is when I went shopping at Siam Paragon, I saw car showrooms INSIDE the mall, on the THIRD floor! Not just one, but many, and they were luxury brands like Aston Martin, Maserati, Ferrari, Lamborghini, Lotus, Porsche and BMW. We are used to seeing car showrooms on the same level as roads or if inside a shopping mall, just for week-long promotion within designated areas, but here they were, right alongside brands like ZARA and H&M. The showrooms are only the size of a small outlet, with three vehicles squeezed inside at the most. This totally changed my idea of how a car showroom should be!
This idea was first introduced by Tesla Motors, when it first took up a space inside a New York shopping mall in March 2012. Most car dealerships would be lucky to get a hundred potential customers perusing the cars in their showrooms each day. But because of their location, Tesla gets tens of thousands of people walking in to admire the Model S. Yes, that’s tens of thousands every single day. Incredibly, many sales have been to people who had zero interest in buying a car until they saw Tesla’s showroom.
It makes sense. A showroom right smack in the middle of a mall attracts plenty of passers-by, who feel less hesitant to enter (they were probably in the mall to buy a dress or see a movie). Impressed by the car’s design, they would walk right in, touch and climb into the car, and chat with a salesperson – much more effective than requiring the customers to intentionally drive to a dealership.
It’s a brilliant move by Tesla, now emulated by other marques. Even men would be eager to go “shopping” with their partners now, and guess who will end up being the bigger spender?