Jaguar Land Rover customers shopping at Westfield now have the option to be assisted by Rockar's crew, nicknamed 'Angels', during their visit.
In a move that signals a shift in traditional car sales, Jaguar Land Rover (JLR) has opened a new Rockar shop at the Westfield complex in East London. This follows the success of Hyundai's Rockar sales channel, which has seen strong sales, a younger demographic, and more women buyers, as evidenced by their initial store at Bluewater.
The Rockar concept, first introduced by Hyundai, involves a shopping mall store front and an accompanying website for car sales. At these stores, known as 'Angels', recruited from the luxury goods and fashion sectors, handle tasks such as part-ex, finance, delivery, and servicing without leaving the store. They provide information to prospective car buyers using tablets and a low-key approach.
Interestingly, the Angels have no sales targets or sales commissions, according to JLR. This approach is designed to create a more relaxed and informative buying experience for customers.
JLR hopes to emulate Hyundai's success with the Rockar stores. The new Westfield outlet is for buying new Jaguar, Land Rover, or Range Rover vehicles, following the Hyundai model of buying a new car while shopping.
Meanwhile, the new Citroen C3 is making its UK debut on a pop-up Citroen stand at Westfield in East London. The new model, which has a liberal dose of C4 Cactus styling, is making its debut alongside the new Rockar shop.
This move by car manufacturers to move their offerings from bespoke dealerships to the High Street is a clear indication of the changing landscape of car sales. With the success of the Rockar model at Bluewater and Westfield, it seems that this shift is here to stay.
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