Nissan City Hub is described as convergence between e-commerce and a concept store. Is this the future of buying cars?
Nissan unveiled today its first Nissan City Hub at Vélizy 2, a major shopping mall located in the southern Paris suburbs.
The Nissan City Hub is described as an immersive experience that changes the typical car buying experience, making it more like regular shopping.
“Nissan City Hub will put people at the heart of our vision for tomorrow’s retail, all while they’re going about their normal shopping,” said Leon Dorssers, corporate vice president of Nissan Motor Co., Ltd., Global Sales and Retail.
“Today’s unveiling marks a new step forward in our global commercial strategy, using e-commerce and new mobility technologies to enhance the customer experience both online and offline.”
The Nissan City Hub is designed to be far different form a regular dealership. It features 88 m2 of screen surface and displays with five spots dedicated to model test-drive handovers. An expansion is planned for 2020.
New services offered to consumers at Nissan City Hub have been developed to ensure ease of use and multiple opportunities to personalise and purchase cars directly online, with a “no-pressure” approach, says Nissan.
Salespeople have been recruited on the model of the tablet wielding assistants pioneered in Apple Stores.
Nissan plans to expand the concept stores to other major metropolitan areas including Berlin, Tokyo or Shanghai.
“As we continue to meet the evolving needs of today’s customers, we are proud to launch the first-ever Nissan City Hub experience in Paris,” said Ken Ramirez, senior vice president Sales & Marketing, Nissan Europe.
“Using new technologies and tools, the Nissan City hub brings a unique all-in-one customer journey and seamless online to offline continuity.”
Car makers are increasingly taking retail units in major malls with Tesla, Lexus and Seat all trying to attract shoppers in Europe, North America and Japan.