PREPARE for a whole new way of buying a car.
Car dealership pop-up stores are the latest initiative to attract buyers into new cars, removing the sometimes intimidating traditional car showroom and car salesman from the equation.
As a result, expect to see car brands increasingly showcasing their wares at your local shopping centre.
Subaru has just launched its new Impreza model, backed up by Impreza Test-Drive pop-up stores in major shopping centres in New South Wales, Victoria and WA, and there are plans for more in the future.
The aim is to have the general public test drive the car immediately after seeing the mini-dealerships in shopping centres. Customers can book a test drive instantly and buy on site if they like what they see.
"These pop-up stores will drive a new audience into our showrooms," said Subaru Australia's MD Colin Christie. "The stores demonstrate an excellent opportunity to put Impreza in the heart of where customers spend their time."
The initiative seems a sound one, not least when trying to attract new customers to a brand. Subaru says a large shopping centre environment has a projected monthly floor traffic of over 3.6 million.
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