The online challenge to bricks and mortar
retail stores, represented by Amazon and eBay, is also impacting bricks and
mortar car dealer showrooms in Australia in the form of CarSales.com and
Gumtree Cars.
![]() |
Infiniti in Queensland, Subaru in Victoria |
The car makers are dipping their collective
toes into the ‘live retail’ space by creating pop-up car displays in both high
traffic, and high-end mall spaces in Australia, like the Subaru store Chadstone
in Victoria; and an Infiniti outlet at Pacific Fair on the Queensland Gold
Coast.
![]() |
Mall pop-ups in the USA |
It’s catching on globally, with companies
from the top end of the luxury sector like Mercedes-Benz AMG, as well as more
accessible brands like Suzuki and Hyundai, as well as the obvious electric
mover and shaker, Tesla.
But, like all good ideas these new players
are late to the game, it’s been done before – and I’m proud to say I was part
of the company which started it all, and here I pay tribute to my friend, Ric
Hull, the CEO who launched Daewoo cars onto the Australian market back in 1994.
Always an original thinker, Ric decided
back in 1997 that investing millions of dollars in motor shows around the
country was wasted money. It may have been nothing more than an expensive
branding exercise, and could have been better spent on a process that would actually 'sell' cars.
Ric (extreme left) decided to scrap the motor show
circuit, and in 1998 Daewoo Auto Australia rented floor space at five key
shopping malls in the east coast cities of Melbourne, Sydney and
Brisbane. The only sunk cost was the newly-created point-of-sale signage. The floor space was rented, furniture was rented, getting the Daewoo cars to
the mall was just another transport charge.
It was slow to catch on, because consumers
did not expect to see cars on display at their local Mall, but gradually it
enticed both new prospects, and the people who hated going into a dealer
showroom, where they felt intimidated and out of their comfort zone.
Over the next two years though the idea
grabbed attention, and the sales gradually trickled in. The pop-up car shows in
the Malls were matched by an innovative service program called Daewoo FreeCare
– where the scheduled service was free for the life of the warranty. Another Ric Hull initiative, it was an
innovative program which helped Daewoo Auto Australia sell 25,000 cars in its first
three years of operation.
![]() |
Daewoo Chairman Kim Woo Choong |
Hi, I'm big fan of Daewoo.
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