The proposed Auto Mall project at the Brisbane airport, announced in June last year, will be transformed into Queensland’s new automotive retail centre, featuring dealerships, service centres and a Mark Skaife-designed racetrack on a bespoke 50-hectare facility.

Based on interest from half of Australia’s car brands, it indicates the site has already attracted 25 global manufacturers.

Brisbane Airport Corporation (BAC) general manager commercial businesses John Tormey said that although the initial response has been positive, they hope to garner even more interest in the proposed development plan before breaking ground on the site.

“We are having ongoing discussions with the various manufacturers and car dealerships,” he said.

“So far we have interest from more than 50 per cent of car manufactures and we hope to take this to 70 or 80 per cent.”

The specially-designed track, designed by Skaife, will allow customers to experience cars under track conditions before committing to a purchase.

Mr Tormey described the response to the shopping district as “very positive” and a unique experience for customers.

“The overall feedback is that it ‘just makes sense’,” he said.

“With the urban regeneration of traditional inner-city motor vehicle precincts, as well as the global trend towards experience-based car marketing, the timing is right.”

BAC CEO and managing director Julieanne Alroe said the Auto Mall would not be the only presence on site, with car brands sharing space with other businesses.

“Flagship auto retailing will sit alongside offices, exhibition and event areas all located around a Mark Skaife designed driving test track,” Ms Alroe said.

“Brisbane Airport is the perfect location because it offers the size and flexibility needed for a precinct like this, in an extremely central location just 10km from the CBD.”

“While aircraft will always be our first love, adding a premier automotive precinct to the growing airport community will be a win-win for the city and the state.”

“Our research identified a need in the market for a convenient multi-purpose automotive destination, which will redefine the consumer experience.”

Mark Skaife recognised the racetrack as a distinctive way of selling cars to customers which could be expanded further.

“It’s a unique way for customers to try out a new vehicle and a great way for dealerships to really sell the features of their cars,” he said.

“The precinct has huge potential for a range of uses, including a four-wheel drive test track earmarked for stage two of the concept.

“Nationally many brands are ceasing manufacturing, turning the focus to marketing and the ‘retail experience’ with a growing trend already being embraced successfully overseas.”

Brisbane’s current hub for automotive retail is in Fortitude Valley, about 13 kilometres south-west of the Brisbane Airport. It includes Mini, Audi, Mercedes-Benz, BMW, Volvo and Lexus dealerships.

By Tung Ngyuen