If you are asked which is the most important purchase you will make in your life, in all probability, you will answer that your home. And the second? Well, surely the car. With the difference that the usual thing is that you repeat this second purchase more times than the first. Deciding on a model is not easy and in these times more and more people are turning to the internet to make the final decision. They only go to the dealership to test the vehicle and close the operation. Therefore, professionals seek to attract customers to their establishments in a different way. They are convinced that having their presence facilitates sales. One option is to create a luxury brand experience to buy a car. Here’s what it’s all about.
Why bet on a luxury brand experience?
The brand experience will leave in the consumer a wealth of feelings that will lead to creating between firm and client a bond difficult to break. We do not look for results in the short term, although they are not ruled out. It is a background race in which the ultimate goal of that is to win the trust of this.
The strategy is very simple: you have to turn the customer into a protagonist.
Nowadays consumers do not settle for being passive buyers to whom a more or less skilled marketer places their products; Much less, who are going to spend tens of thousands of euros.
For all this, certain car manufacturers have decided to bet that buying a luxury car is a memorable experience.
They want the dealership not to buy a car, but to enjoy a fascinating brand experience, which certainly lives up to the luxury of the vehicles they manufacture.
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They are the new trend in the luxury car sector. They seek to leave behind the cold and direct concept that has been selling a car. Its goal is for the buyer to enjoy the process and live an authentic positive brand experience.
When you leave the dealership, you will be clear how much your car will cost and how it will be. But he will also be convinced that he has been inside the firm and has been treated as he deserves.
The dealerships stop being mere points of sale and become art galleries, restaurants, fashion catwalks or rooms to organize events: without forgetting its essence, they are a place to try the car of your dreams.
At present we find several luxury brands that have created experiences of this type for their customers. Let’s look at five of them:
5 luxury brand experiences
Each of these five firms has created different brand experiences for its dealers, but all with the same common denominator: give something more to the customer.
A few weeks ago Rolls-Royce Motor Cars inaugurated its first Rolls-Royce Boutique in Dubai. It is a luxury dealership in which there are different areas so that you create a vehicle according to your wishes.
It has a virtual reality configurator to choose all its benefits. You can also select the bodywork and design the interior in your custom atelier as if it were a garment.
Everything in this dealership exudes luxury. Space is presided over by an incredible work by the Syrian Khaled Al-Saadi. It also has an exclusive cafe designed for social events or just to have something with friends while you decide to buy. In addition, exclusive models of Rolls-Royce cars will be exhibited.
Dubai has not been chosen at random. We can not forget that it is the capital of luxury and petrodollars.
With Intersect by Lexus, the brand looks for those who are interested in one of their vehicles to enjoy an experience that appeals to their senses. It combines technology, fashion, art, music and food in the same space.
It has two spaces at full capacity in Dubai and Tokyo. This coming spring will add a third establishment in New York.
So Lexus defines these spaces:
It is a place where creative minds meet and share ideas, where inspired people intersect with sublime expressions of art, design, technology and life. Although automobiles have a place in this new paradigm, Intersect by Lexus goes much further.
Lincoln Experience Center is located in California and offers its guests an authentic brand experience. They pretend that at no time do you feel that you are obliged to buy a vehicle. You can have coffee or enjoy your free wifi. If you wish, you can interact with your digital screens to customize the vehicle of your dreams. It is possible to know the design and materials used. The most surprising thing for many is that they allow you to try one of their cars even a whole weekend.
To create the community they lend their space for different events. They have the perception that the public does not know the brand well and with this new concept of dealership they want to make this change.
Andrew Ashman, who is a sales and service manager at Lincoln and who is at the forefront of this project, sums it up:
We made a strategic decision some time ago to bring the vehicle to customers and participate with them in new and interesting ways that elevate your consideration of the Lincoln brand.
Cadillac House is a space located in New York whose goal is to become a place of reference for those who want to innovate find their inspiration.
Those who visit this center will live a real brand experience. Is Cadillac a brand created for the millennial generation? No, but with this place, they seek to arouse their interest: to attract them through technology, fashion, design or entrepreneurship.
All kinds of events and parties are organized. It has a wide opening hours for a coffee or a business meeting. You can take advantage to visit their art gallery or a fashion store that has the creations of different designers.
Of course, you can also enjoy their cars.
Mercedes has opened several stores under the Mercedes Me title in Hamburg, Hong Kong, Moscow, Munich, and Tokyo. The last, located in Beijing, is a spectacular space that houses a bar and a restaurant, and where events can be held with up to 800 attendees.
Its objective is to attract new clients to the German firm. They want to approach the younger audience, who are attracted to the use of new technologies. All stores follow the same line in terms of design but incorporating nuances of local culture.
They allow the visitor to interact using the digital tools they put at their disposal and create a different brand experience for each customer.Tags: Cadillac, Experience, Lexus, Lincoln, Luxury Brand, Mercedes, Rolls-Royce