Used Car Special
We visit a new car retail park with eight different dealers that could change the way motors are sold
Meet a company that’s putting the pedal to the metal on second-hand sales! Vroom is a spectacular £10million used car show park in Newcastle promising visitors an entirely new buying experience, and Auto Express was there for the final stage of its opening to see how it all works.
The idea is to bring the convenience of your local out-of-town shopping centre to the used car world. As a result, there are eight independent units based on a single site, all displaying their cars together.
Each outlet complements the others, so you’ll find everything from a 4x4 expert to a firm that deals solely in prestige saloons and sports cars.
And it’s all geared up to help customers find what they’re looking for. Instead of having to drive miles to different dealers, people can cover more than 750 cars in one hit. What’s more, the www.vroomnewcastle.co.uk web- site lets visitors search for motors from all of the dealers at the same time, helping you to pinpoint the car of your dreams before you even arrive.
Vroom’s centrepiece is a large reception area, which was enjoying its grand opening on the day of our visit. Here customers can find out where individual dealers are located, and the kind of cars they specialise in.
This space also serves another purpose. Receptionist Jennifer Thompson sees it becoming something of a chill- out area. “We want people to return here and sit down to discuss the
cars they’ve seen, away from dealers,” she explained. The idea that customers can take time out of negotiations is a key part of the low-pressure sales philosophy. The retail park concept comes from Europe, and Vroom’s developer, Circle Red, visited a similar site in Brussels for inspiration.
As with most businesses, location is key and Vroom is only a few minutes from the busy A19, as well as conventional retail parks and a huge supermarket. Circle Red’s managing director, Duncan McGregor, said: “People are time-poor. They want to do it all in one hit: do the weekly shop, go to the DIY store, the cinema – and to Vroom to browse and compare prices.
“They also want choice,” he continued. “They like to see a number of dealers, rather than just one large supermarket-type supplier.” The businesses themselves are attracted by low costs and the upmarket feel of the surroundings. This, in turn, allows for competitive pricing, while the unavoidable inter-dealer competition helps to keep everyone on their toes.
Car sales are well supported by an aftermarket alley, which houses dedicated service bays, an MoT station and even an accessory store. It’s all designed to enhance the development’sone-stop-shop credentials.
This makes sense on paper, but does it work in practice? Shopper Steve Douglas was there with his young daughter, Emma. “We’ve been a few times now, as there’s plenty of choice and lots of variety,” he said. He saw Vroom advertised on local television and was searching for a Jaguar X-Type. “It’s safe here, and I had no problems parking,” he said.
Brian Wakenshaw was just about to take a test drive when we collared him. He is already a veteran of a few visits, and was drawn to Vroom by the variety of cars on offer. “Normally it’s restricted when you go to one place, but here there’s a big choice.” As we spoke, a salesman threw him the key to a Hyundai Coupé, which he easily drove out of the wide, open forecourt.
Crucially, Brian hadn’t been hassled into a test drive, thanks to an unofficial policy that staff should remain ‘hands off’. They won’t pester you and will never follow a customer or encroach on a rival’s site. Dealer Terry McDougal said: “We don’t frogmarch people. Customers aren’t put under pressure.”
Paul Allison certainly appreciated this. He was not there to buy a car on the day, but simply to browse. “The salesman gave me a few ideas and showed me some options,” he said. “I’m happy, as it really winds me up when people bother and hassle me.”
Peter Collins, meanwhile, wanted an Audi A4 for his wife, Tanya: “I’ve been to an Audi garage, but they’re all too expensive there. The prices are good here and there’s lots of choice.”
And if you’re hungry after all that walking, it’s not only cars that are sold at Vroom. Sandwich chain Subway has a restaurant handily located behind the reception area, and one dealer has already reported selling a £25,000 Porsche Boxster to a guy eating one of its famous foot-long sandwiches!
Other people we met were strictly there to buy a car, though. David East had visited the previous evening and found a VW Passat TDI – and he was driving it away the very next afternoon. “I knew they’d have a wide selection, and as I was in a rush, I came straight here,” he explained.
Judging by the number of people joining him on the car lot during our visit, the site is set for success. Could Vroom be the next car-buying phenomenon to sweep the nation?
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PLANS FOR THE FUTURE
If the Vroom concept takes off, don’t be surprised to see similar outlets across the UK. “First we want to get the model right in Newcastle,” said boss Duncan McGregor. “There is only one vacant plot here and, once it’s filled, we’ll look at the plan to see what works and what doesn’t, then take this to other sites.”
The idea is to develop Vroom as its own brand. Future locations may include Edinburgh and Sheffield, and talks are under way with investors in the Midlands.
