The German trios, BMW, Audi and Mercedes-Benz, have decided to reach to those customers, who cannot go to showrooms. With its new move, these auto makers have decided to take their showrooms to buyers of small towns who have the potential to buy a luxury model but often feel hesitated to go to showrooms. Industry experts believe that this move is the need of hour in such competitive market and thus, the auto makers are also trying to tap the potential buyers of the country.
Reportedly, the German trios are luring buyers by taking their collapsible showrooms in the towns of Nashik, Vapi, Madurai, Jamshedpur and Agra, among others. According to reports, these showrooms get assembled in just 24 hours and are made up of prefabricated material. These new kind of showrooms are packed with all comforts of a mortar and brick unit, comprising the display area of around 4 to 5 cars. Such collapsible showrooms have air conditioning system, VIP lounge, reception area and facilities for instant test drives to interested buyers.
With these mobile showrooms, the auto makers are anticipating to at least sell one car each day. It must be noted that BMW said that it sold four units on the very first day of its mobile showroom, when it started the programme last year in Dehradun. Reportedly, sales in these regions mostly occur in cash against what is generally seen in the urban areas wherein more than 70 per cent individuals resort to financial institutions.
On this move, industry experts said that it is not new, as earlier the initiative was undertaken as a part of experiment, which is now carried on a regular basis. A main advantage of these showrooms is that the cost of construction has been significantly reduced, which has facilitated the auto maker in employing its investment in other fields for promotion of their models.