Dalziel and Pow creates digital-led “auto boutique” showroom for Rockar Hyundai

Dalziel and Pow has designed a new “auto boutique” showroom for new partnership Rockar Hyundai, which features 26 digital screens wrapping around the 187m2 space.

Rockar Hyundai showroom
Rockar Hyundai showroom

According to Dalziel and Pow, the space aims to address research that found “93 per cent of all new car buyers conduct research online and now only visit the dealership when they wish to sign on the dotted line.”

The showroom is located in Bluewater shopping centre in Kent, and has seen the car brand team up with digital platform Rockar to launch its venture into digital-led showrooms.

Rockar Hyundai showroom
Rockar Hyundai showroom

The space aims to integrate Hyundai’s in-store, online and mobile platforms; allowing visitors to research, book a test drive, obtain a price for their old car, choose a payment option, purchase and organise a service of their car within the space.

The screens are used to show content such as pricing and promotions.

Rockar Hyundai showroom
Rockar Hyundai showroom

Tony Whitehorn, Hyundai Motor UK president and CEO, says: “Hyundai UK is developing a more integrated approach towards the way we retail cars, reflecting the changing ways in which people shop and the use of technology in the retail environment.”

Rockar Hyundai showroom
Rockar Hyundai showroom

The space will be staffed by a team dubbed Rockar Hyundai “Angels”.

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