Mini Garage breaks new retail ground in Auckland

Mini Garage breaks new retail ground in Auckland

Mini New Zealand is set to break new ground in retail car sales with a new brand store on Auckland’s iconic fashion strip, Ponsonby Road.

The all-new ‘Mini Garage’ will function not only as a motor vehicle dealership but also as a cafe and an event space featuring displays, demonstrations and interactive electronic kiosks.

The store marks a shift away from a traditional dealership model to a new multi-channel retail strategy aimed at responding to the changes people are making in the way they shop and purchase automobiles.

As part of this new way of purchasing cars, New Zealanders now are exposed to differing sales channels and have the ability to choose, personalise, and purchase their new Mini entirely online via the Mini New Zealand Online Store, with six cars already purchased through this online channel.

A second Mini Garage is located in Christchurch. Both Mini Garage operations have a mobile sales force known as ‘Mini Mobile Agents’ servicing areas outside of Auckland and Christchurch.

BMW Group New Zealand Managing Director, Mark Gilbert, said the BMW Group is always looking at new ways of doing things, whether in product substance topics, and also in sales channel developments.

“The traditional business model for the auto industry has been challenged by the global financial crisis and by the growth of new technologies such as social media and the online channel. We see that evidenced in New Zealand through the growth of online car sales via Trade Me. The time is right for Mini to break out of the confines of the traditional car dealership and explore new ways of connecting with customers,” said Mr Gilbert.

“With the development and consumer uptake of new technologies, what was previously confined to a dealership can now be done virtually with technology available through our website, at a Mini Garage or via our Mini Mobile Agents.”

As part of the transformation the current Auckland retail outlet for Mini, Team McMillan, is moving in partnership with the brand to the new Ponsonby premises.

Mr Gilbert said the aim was to create a more customer-focused retail concept that made test-driving a Mini more convenient and enjoyable.

“Gone are the days where we sit and wait for the customer to come to us. Mini is a lifestyle brand and it needs to reflect today’s busy, modern lifestyle, of its consumers, and we achieve this by offering four different ways to connect to and purchase Mini.”

The new Auckland MINI Garage is situated on the corner of Ponsonby Rd and Mackelvie St, replacing the long-term vacant lot.

To find out more click here to visit the highly interactive Mini NZ website. Or call the Mini Interaction Centre on 0800 BE MINI (23 6464).

See images of the new Mini Garage in the gallery below.

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