Dealerships ,

SUBARU Australia has confirmed that it will make its Victorian pop-up store a permanent fixture and is planning a national roll-out of similar shopping centre-based outlets by the end of next year.

New managing director Colin Christie, replacing Nick Senior who has been promoted to CEO of parent company Inchcape Australasia, said the expansion plans were “driven by positive customer response and the number of sales”.

“More than 500 vehicles have been sold since the start of the stores last year and we are now committed to offer this kind of Subaru buying experience in other markets,” he said.

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The first pop-up store at Pacific Werribee Shopping Centre is to become a permanent store by the end of this year and Mr Christie said there is potential for Northland mall’s Subaru pop-up in Melbourne’s north, converting into a full store in the future.

Subaru Australia said in a statement that the permanent store will be distinct from the traditional showroom and “transformed to reflect the multi-personality of the brand” to attract customers who want the conventional dealer experience.

Subaru Australia network development manager Toby O’Bree said: “The traditional dealership model remains popular amongst customers”.

“However we see the pop-up store as an ideal way for customers to experience the Subaru brand in different, more convenient environments, helping to increase the availability and consideration of Subaru for many people.”

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The pop-up stores allow customers to browse, test drive, organise finance, and have trade-in appraisals at high-density retail centres.

Customer response to the stores shows the advantages also include a more personal one-on-one service.

Mr Christie said that the combination of traditional dealerships, pop-up stores and permanent shopping centre stores will continue to develop as Subaru seeks to make their brand more accessible while helping meet customers’ emerging needs.

“A combination of retail environments will ensure they remain appealing to current customers, enthusiasts and new-generation customers whilst we explore further channels to build upon the spirit of Subaru’s values,” he said.

By Neil Dowling

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