Sales of more than 500 vehicles already have prompted Subaru to expand its ‘Pop-Up’ stores into more shopping centres.
Both the current Melbourne ‘Pop-Up’ locations – Pacific Werribee and Northland Mall – are now looking to become permanent fixtures after such positive initial success.
“We’re interested in expanding the concept into other states,” Subaru’s communications chief David Rowley told TMR. “Our initial ‘toe-in-the-water’ in Melbourne has been in locations where we don’t have direct (dealer) representation and they’ve certainly been very successful.”
While the shopping mall locations aren’t a traditional car dealership environment, those prospective customers visiting the Subaru ‘Pop-Up’ stores can still enjoy the normal process – browsing the cars on display, getting appraisals for the trade-in value of their current car, arranging finance and taking test drives.
The company says the ‘Pop-Up’ stores – staffed by an enthusiastic team of “Subaru-Passionate” experts – deliver a personal one-on-one service and focus on developing relationships with customers.
Subaru’s dealer network chief Toby O’Bree said: “The traditional dealership model remains popular amongst customers. However we see the pop-up store as an ideal way for customers to experience the Subaru brand in different, more convenient environments, helping to increase the availability and consideration of Subaru for many people.”
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