New car showrooms are like shops in a mall – the only difference is that the items being sold are extremely expensive and have a 10-year “shelf-life”.
So which brand has the best showroom in Singapore? This is a tough one, as I’ve always felt that a showroom should offer more than just fancy architecture.
A properly run showroom will be clean, bright and have salespeople who are attentive to customers’ needs. I once asked a staff member at a particular sports car showroom (which I won’t name) if I could get a cup of coffee while waiting in the lounge for a test-car to be prepped. It would’ve been okay if I was politely refused. Instead, I got an incoherent reply and no coffee was served – until the marketing manager I was meeting asked her himself.
Mind you, this employee worked behind the coffee counter. Later, our contributors told me that they experienced the same treatment. It’s a shame, really, because said lounge is beautifully constructed and has cushy couches, too.
On a positive note, I’ve walked into another showroom where I was greeted and left alone to explore the cars on display. I soon made my way to one of their upper floors where I found a quiet space to relax after a photo shoot. On another occasion at the same facility, I was impressed by two staff members who had gone to find the person in charge of the merchandise (without my asking) so I could purchase a model car.
I’ve also enjoyed waiting for test-cars while making my own coffee (yes, in some showrooms this is encouraged) with one of those intuitive, one-touch machines that are equipped with bean grinders and milk frothers.
In a nutshell, the best car showrooms will have great “hardware” and “software”. Having comfy armchairs, delicious coffee and pastries is great, but ultimately, it’s having wonderful staff members that counts.
After all, the goal is to establish long-term relationships with buyers, who are parting with a giant chunk of their hard-earned money, for something that has a 10-year “shelf-life”.
