Taking Mini to the people
MINI NZ leads way with new retail approach
Leading the way into the future of automotive retailing, MINI is taking to the High St with a unique brand store on Auckland’s iconic fashion strip, Ponsonby Road.
Opening today, the world-first ‘pop-up’ brand store known as ‘MINI Garage’ will act not only as a motor vehicle dealership but also as a café and an event space featuring displays, demonstrations and interactive electronic kiosks.
The store, which is a world first, sees MINI New Zealand move away from a traditional dealership model to pioneer a new multi-channel retail strategy reflecting and responding to the changes people are seeking to the way they shop for and purchase automobiles.
As part of this new way of purchasing cars, New Zealanders are now 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 five cars already purchased through the 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.
A ‘MINI Interaction Centre’ 0800 BE MINI (23 6464) is also now available nationally and set up to handle any MINI enquiries, right through to being able to sell vehicles over the phone.
BMW Group New Zealand Managing Director, Mark Gilbert, said the BMW Group was always looking at new ways of doing things.
“In the case of the MINI Advanced Retail Concept, MINI is leading the way forward for the automotive industry, presenting a new retail approach as a direct response to consumer trends both here and overseas. Plus, it reflects the pioneering and cheeky spirit of MINI, in going where others have not.
“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”, said Mr Gilbert
“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.
“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 – all in tune with today’s consumer groups.
“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, Ponsonby.
Car manufacturer.Learn more