Automotive retailing faces a big challenge
in this connected world, because potential buyers are shying away from showrooms,
in favor of online shopping, and only the hip will survive.
Jaguar Land Rover North America has just
hosted a new-look ‘Pop-Up’ showroom, which proved that it helps if you put the
product in front of your potential buyers.
The scene is Venice Beach just outside Los
Angeles, and the ‘Pop-Up’ occupied vacant land right near the beach, featuring
the new Land Rover Discovery – plus a whole bunch of leisure equipment, get-fit
gear and a couple of big names.
Big Wave surfer Laird Hamilton, and his
wife, pro-volleyball player Gabby Reece, were the Land Rover ambassadors who
welcomed more than 1200 people over a single weekend to view the new Land Rover
Discovery.
The crowds inspecting the new Discovery had
a variety of cuisines to choose from, from a number of specialist food trucks,
and the event proved that if potential buyers won’t come to the showroom, you
have to take the car into the centre of the action.
This is an idea which will resonate not
only with the Venice Beach crowd, but also in hip cities like New York, San
Francisco, Sydney and London. Traditional dealerships will wonder where their
buyers went, if they don’t embrace innovative paradigms for finding new customers.
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