Mazda roll out all-new retail experience
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Vehicle buying habits are changing, and the motor industry is adapting to accept that most customers know what they want when they arrive in the showroom.
An example of how it is changing is Automotive Holdings Group New Zealand and Mazda New Zealand’s new Mazda Connect “automotive retail experience” store that opened in Silverdale north of Auckland.
Customers can digitally build their personalised Mazda on a large-scale interactive screen, and the companies say customers can experience the design science, safety features and technology in every Mazda model.
The people staffing the outlet will be called “brand ambassadors” rather than salespeople, with the whole idea being more about the customer getting what they want rather than negotiating a deal.
Country manager of AHG, which operates two Mazda dealerships, Mike Critchley, says the majority of customers have already thoroughly researched their purchase online before getting to the showroom.
“The digital nature of the world we live in means they have researched the cars and read all the reviews online before they come and see us. They even know the colour they want,” he says.
The managing director of Mazda New Zealand, David Hodge, says the automotive experience is evolving to meet the demands of today’s customers.
The opening follows Toyota New Zealand’s new “no haggle” sales process, which also aims to improve the experience the customer has when buying a vehicle. One of its aims is to eliminate the “pressure to purchase” element of the process.
There has already been some consolidation of major brand dealerships around the country, and in Britain, Vauxhall has announced it is reducing the dealerships by around two-thirds.