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Opel to Test Mall-Based Retail Store
PSA Group’s new Opel brand is preparing to pilot test a retail format in Stuttgart, Germany, that will enable customers to buy a car at a shopping mall.
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PSA Group’s new Opel brand is preparing to pilot test a retail format in Stuttgart, Germany, that will enable customers to buy a car at a shopping mall.
Opel sales chief Juergen Keller says the concept—a first for Germany—would enable city dwellers to buy a car within the city center rather than visiting a less convenient suburban dealership. The mall store will be operated by Autohous Staiger, Opel’s oldest German franchisee.
Opel calls the concept Cayu, which is short for Car for You. Beginning next month, visitors to the informal, 170 sq-meter (1,800 sq-ft) test store will be able to order a prepackaged Adam minicar, Corsa supermini, Astra small sedan or small crossover vehicle. Test vehicles will be available outside the mall.
Buyers also can opt to order their cars online at www.cayu.com. In either case, customers will receive their vehicles, which come with a 30-day money-back guarantee, about two weeks later.
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