Brands like VW and Audi might be backing out of a presence in shopping malls, but others are all too keen to join the fray. Here's why:
claims that almost all its customers for its plug-in hybrid 01 SUV, the brand’s only model so far in Europe, transact online. That allows it to focus on a store-based network. “We will never go to a regular dealer model, never,” Alain Visser, head of Lynk&Co’s operations outside China, said.
The Lynk Clubs are “places you’d like to hang out”, offering coffee and areas to sit and chat. “We see them more as the physical evidence of what the brand is rather than a place where we try to sell,” Visser said. Lotus meanwhile is aiming for a similar sort of immersive experience at its first ‘global store’ at 73 Piccadilly opposite the Ritz hotel in London, The ‘brand beacon’ space is smaller than Nio’s palace at 450 square metres, but when finished it’ll feature two floors, including space for Lotus merch and a VIP lounge for visiting customers “existing or future”.
Keep products to a minimum. “It should be a true retail outlet, not a car showroom. Don’t think you need all the products. You just need enough to attract those 10-second eyeballs. Offering test drives cover off cars you can’t display.”
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