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Automotive pop-ups motor into shopping centres for Christmas

Automotive brands are hoping for a bumper Christmas by investing in pop-up stores over the festive period. Five car companies are opening pop-ups within Intu shopping centres this Christmas.

Mini, Land Rover, Tesla, Toyota and Lexus are to open temporary sites at locations including Intu Metrocentre and Intu Trafford Centre, showcasing their latest models and providing new ways for customers to interact with products.

“Car brands are taking lessons from the retail industry and listening to what consumers want – and that’s an experience,” says Intu customer experience director Roger Binks. “By opening an automotive pop-up store within our centre, brands can offer everything from cars to play with and test, merchandise to buy, and brand specialists to talk to. As customers experience the brand they can add the latest car to their shopping list of beauty products, homeware and clothes. We’re in a great position to offer these global brands a huge platform to engage their target audience and reach thousands of customers, all under one roof.”

Previous pop-up automotive tenants at Intu centres have included Porsche (pictured), Nissan and Mitsubishi Motors.

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