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MINI has rolled out its three new model variants at a Gold Coast shopping centre store to show the cars to audiences that may not have considered the brand, nor had the inclination to visit a dealership.

Operated by Gold Coast BMW, the store at Pacific Fair shopping centre in Broadbeach opened last month with BMW and Mini models.

The display is a permanent store for BMW and Mini, although for the past month, the promotion has concentrated on the new Mini Hatch, 5-door and Convertible.

“It is an opportunity for people who have never been exposed to the Mini or BMW brand before, who may not have thought about visiting a dealership,” said dealer principal Kathleen Broadway.

Mini Pacific Fair

“It is an interactive store so it replicates the full-size dealer experience and has been highly successful.

“We have generated awareness for the brand and given people a chance to see the cars when they are in this area. It is especially good for people who may not have been exposed to the Mini – or BMW – brand before and who may not have specifically visited a dealership.

“For them, it means they don’t have to make a specific trip to a dealership. They can view the products here, talk to us, see brochures and can go through the whole sales journey.”

The store also sells Mini and BMW lifestyle products and has test cars in the shopping centre’s valet car park.



“We sell about six or eight vehicles a month, which is about five to 10 per cent of what the dealership sells,” Ms Broadway said.

The store has shopping centre hours, including a late 8pm finish on Thursdays and a 10am to 4pm non-selling day on Sunday to comply with Queensland retail laws.

It has a rotating staff of two in the store, including one “product genius” that covers all the product details.

Pacific Fair also has an Infiniti store.

By Neil Dowling

Mini Pacific Fair

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