Mall Car-Shopping

In a recent issue of Automotive News, the car-industry publication highlighted an Athens, Ga., Hyundai dealer who opened up a satellite showroom at the local mall. Early-morning mall walkers and others found the low-key approach of a mall showroom — there are no salesmen trying to get you to buy anything — a refreshing approach.

The dealer was just trying to find a way to get Hyundai’s name and low prices in front of buyers not accustomed to the brand, but we think this is a terrific idea for any brand out there. Is there a more natural location to get people with time on their hands in the mood to spend money? Or any location with more men looking for something to occupy their time? What do you think? Would you check out a car at your local mall? 

Comments

This has already been tried by Saturn, too bad their products back then sucked!!!!!

Doresett Mitsubishi (www.driveithome.com) has a satellite location in Honey Creek Mall in Terre Haute, Indiana, USA. It has been there for a few years. I think they have salesmen in there every now and then, but for the most part, it's just a show room.

But as I write this, I think the last time I was in the mall, the showroom was gone. I shop at the mall maybe once every three months.

... The KOP mall in PA has that a chevy Showcase in there for a couple of years now. It attracts alot of car buyers to get a untense atmosphere and it gives women a place to drop off their husbands.

most malls i've been to have had autos on display one way or another. i find it fun to look at some, such as the Jag XK, since i don't think i'll ever voluntarily visit a Jag dealer. however, without the chance to test drive a car, i found it not that much more informative to see a car in a mall than researching them online or looking at a magazine.

Our local mall displays several Lexuses/Toyotas in two separate areas of the mall, but nothing more; they just have the sticker on them and stand there.

The BMW dealership in Kansas City has a satelite showroom at Oak Park Mall in Overland Park (suburb of KC). I'm not sure if there are salesmen there or not. They have cars on display, as well as BMW merchandise available for sale. It has been in the mall for a few years.

It's really interesting to hear all these mall location stories. I had never see one before, hence me finding the article pretty interesting and posting it here.

I've seen a lexus or caddy plopped into a mall concourse many times but they don't let you sit in them etc like the hyundai location. I wonder if the BMW dealership allows this ;)

In Canada, that has been done quite alot. At the local mall here in Moncton NB, we have had Nissans, Kias, Hyundais, and quite often Subaru's on display and for sale in the mall.

In Hong Kong, they have had this type of setup for years. The showroom is in the main retail area, showcasing one of each model. When a customer would like a test drive, they pull a vehicle out of a nearby storage facility and customers can drive around. When there' ready to buy, most customers custom order their vehicles in the mall showroom and they are delivered individually. I remember seeing Volvo in particular.

It'd be a good idea for malls that are doing ok, but right now not to many malls are. Also, the malls would need to limit and pick and choose how many brands get a showcase there: if every storefront becomes a dealership, the mall could suffer.

I actually think this is a better idea for the new "simulated downtowns" that are springing up in the mid-west. These are areas in the suburbs built like urban downtowns: people walk between stores rather than drive and most are entirely devoid of big-box stores. It gives the urban feel without some of the better known urban maladies, like poor people coming out of the woodwork and sleeping on benches, or high crime. Its basically a way for suburban-ites to get a taste of metropolitan living.

In these areas Mercedes or Cadillac could easily open a showroom.

Jay,

I don't believe it is that easy to have a test drive in HK. They will make it almost impossible to have a test drive for just about anyone under the age of 35.

I wanted to add to my comment above about the showroom at Honey Creek Mall in Terre Haute, IN. The showroom vehicles are locked, but there are TVs showing videos of the cars, I think. Also, there are cars from a Toyota dealership scattered throughout the mall.

Plaza Las Américas in Puerto Rico has or used to have a showroom with several brands under ne roof and gives you the opportunity to check the car under no pressure and then pick some literature to make an appointment at a later time. Great idea.

does no one care about test-driving cars?

CouponAlbum site (http://www.couponalbum.com) is a very good site for shopping with coupons.

I dunno ... I still don't like buying brand new cars. They cost too much and their value drops significantly the day you drive 'em home. I and my family have been making use of various government and GSA auctions to find good late model cars in good repair and that have full maintenance logs ... I'm sure the money we saved has helped pay for our small farm.

I have since been to Honey Creek Mall in Terre Haute, IN, USA, and can say with absolute certainty that the showroom that used to be there is gone. There are still Toyotas and Hondas from Thompson Honda-Toyota throughout the mall and maybe some from Dorsett.

I opened America's very first Full Service Automotive Kiosk in the middle of Pearlridge Mall, next to Pearl Harbor in Aiea Hawaii. It is an excellent way to disseminate local automotive information, get sales leads and SELL CARS! We have huge video screens and two touch-screen computer stations. We meet people all day long, 7 days a week , 11 hours a day!

Hyundai cars are great. They are very affordable yet safe to use.