SUBARU is shaking up its retail business model and taking on independent mobile service operators with its own mobile service program and, at the same time, will expand its pop-up dealer sales network at shopping centres.

The mobile service offer will include experimenting with servicing owners’ cars in shopping centre cars parks while they are are shopping.

The two programs are part of Subaru Australia’s “Subaru do” campaign that is aimed at bonding the company and its dealers with its customers.

“We’re removing obstacles from the purchase and ownership experience,” said Subaru Australia managing director Nick Senior.

“‘Subaru do’ is our promise to do more for the customer.”

Mr Senior this week outlined some of the innovations that aim to attract customers and streamline efficiency for owners at their various touch-points with the brand.

Its mobile service van – now on trial in Sydney – is a swipe at independent mobile operators and confirmation that the brand wants to retain its customers long after purchase.

Within 18 months, Mr Senior expects to have up to 10 dealer or distributor-funded vans in operation around Australia.

The first van, operated by Inchcape Retail’s Subaru Sydney, is being trialed in conjunction with six Sydney Subaru dealers. It is already busy conducting up to six services a day.

A second van, owned by Subaru Australia, will go on the road in Melbourne next month.

Subaru Australia managing director Nick Senior said there will be up to 10 vans operating around Australia by the end of next year.

“We have been very encouraged by the reaction to this concept. It’s the way of the future,” he said.

“The first van has been on the road for four weeks and we’re still in a learning phase.”

This learning period also includes honing new markets. Mr Senior gave the example of looking at placing them at major suburban shopping centres.

“It could be at the shopping centre all day and service the cars while owners are shopping,” he said.

“Dealers will have the option of buying a van. The van is beneficial for dealerships with large PMAs because it allows them to cater for customers over a wider area.

“In some cases, these customers may not be able to bring their car into one service centre.

“We can also use the mobility of the vans to go to fleet owners.”

Mr Senior said that the price of servicing from the van has yet to be considered.

“That’s up to the individual dealer,” he said. “It’s not part of the trial we’re doing at the moment.

“I can see there would be a small increase in the price of a service because it saves the owner in time and the expense of a cab or bus to deliver and pick up the car from a dealership.”

Meanwhile, Subaru Australia and its dealers are expanding on its pop-up trials that started last year in the Melbourne suburb of Werribee.

“It’s more than just a pop-up,” Mr Senior said.

“We actually have a shop. The definition of a pop-up now is that if a shopping centre has three months of vacancy available, you get in and you’re there until they find another tenant and then they kick you out.

“We have changed the model at Werribee. We have previously had two or three locations and we’ve now signed a contract with Westfield at Werribee for a full-time store.

“There’s no tie-up with us and any particular shopping centre group. It’s more about location for us.”

Subaru has another pop-up at Northland shopping centre near Heidelberg in Victoria and plans more.

“We are looking at Sydney and we are talking to a couple of dealers in Sydney and potentially in Western Australia.”

By Neil Dowling