By Russ Wiles | Arizona Republic
Malls are no longer just places to shop for clothes, have lunch or maybe take in a movie. You also might wind up buying a new car.
As automakers turn to nontraditional ways to market their vehicles, more are giving malls a try, attracted by the heavy foot traffic and a non-pressure atmosphere. New entrants, especially makers of electric vehicles, are at the vanguard.
At least five makers of electric vehicles — from luxury sedans selling for more than $160,000 to scooters priced at $1,500 — have opened showrooms or displays at Arizona malls over the last couple of years. Scottsdale Fashion Square, surrounded by upscale neighborhoods and with a high inflow of tourists, leads the way.
Many vehicle makers view mall locations as a better bet than traditional car lots.
As a new brand that still requires a fair amount of (consumer) education, it’s important for us to raise awareness,” said Zak Edson, senior director of retail operations for Lucid Motors, which is building luxury cars in Casa Grande and just opened a store at Scottsdale Fashion Square. “A mall location allows us to reach an audience we might have difficulty reaching otherwise.”Automotive showrooms at malls typically feature one or more cars on display, with staff ready to answer questions and — through computer technology — simulate different color schemes, trims and options. Some, like Lucid, also have virtual reality systems that allow shoppers to experience more aspects of the vehicle. Depending on the company, potential buyers also might have the option to take a car out for a test drive, right there.Electric-car giant Tesla, which has led on many trends in the industry, has embraced shopping-mall locations for about a decade. Now, others are following.
