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 yesterday, 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.