We can’t put our finger on it — maybe it’s the sleek fluorescent-light glow, the confined space heightening the car’s aroma, or simply the fact that you don’t see them indoors often — but when you encounter cars in a room with four walls and a roof, you can’t help but be intrigued.
Now, this is no regular dealer showroom scenario, where the location is packed among 20 other yards all the same, we’re talking where you really have never seen a car parked before — multiple examples on display inside a store at the mall.
The first of its kind by an automaker in New Zealand, Ford has taken up residence in the country's largest shopping centre, Sylvia Park, and created their new pop-up showroom. Open from Monday, November 21, the pop-up showroom features a selected range of Ford’s most-popular models; Ford Mustang 5.0L V8 GT, Ford Mustang EcoBoost, Ford Focus ST, Ford Focus RS, Ford Everest, Ford Mondeo, and a Ford Ranger in a customized guise. Later in December the newly released Ford Escape will also make an appearance.
The pop-up showroom allows mall patrons to get up close to the cars without feeling committed to the act.
“Potential customers usually have to travel specifically to a dealership in order to take a look at our vehicles,” said Cameron Thomas, general marketing manager, Ford New Zealand. “This is a chance for people to have a ‘no pressure’ look at Ford’s fantastic range, in a popular and convenient location, while they conduct their regular holiday shopping.”
Several Ford product specialists will be on hand at all times, so get your list of technical jargon ready and see if you can outsmart them at their own game … we joke, however they are able to answer all your burning questions and demonstrate the various smart Ford features, including the newly launched SYNC 3 connectivity system.
While Ford vehicles are not sold on site, if the experience sets you in the mood for a new road-goer, there will be a rep there to point you in the right direction of the local Ford merchant.
Is this the future of buying cars? We sure hope so — it will make those long, painful Christmas shopping trips to the mall a hell of a lot more bearable.