Car showroom in mall
November 3rd, 2009 by Richard Aucock
HONDA has opened the UK’s first car dealer to be housed in the middle of a shopping mall, at Chatham Maritime.
The Dockside shopping centre now houses a 2500 sq ft prime-position car showroom.
It is operated by G&M Motors. Dealer principal Ian Gay says the new development is an innovative solution to G&M’s increased focus on customer needs.
The firm wanted to make buying cars as easy as possible for customers – what better way of doing this, than to take the cars to the shoppers!
G&M’s dealer marketing agency confirmed it provides ‘the opportunity to interact with the lucrative commuter and family focused profile which frequents the centre.’
The Chatham Maritime car dealer will complement the firm’s more traditional car dealer in Gravesend, which serves ‘an older blue collar profile’.
How did G&M justify it, though? Gay said it was ‘the culmination of 18 months work analysing and monitoring the surrounding area.’
The firm did this ‘by running a series of test campaigns and events to ensure that there was sufficient demand in the area to support a new site.’
Turns out there was. Which is just the tonic for G&M Motors’ 40th year of trading!
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Tags: chatham maritime, g&m motors, Honda, shopping