Skip advert
Advertisement

"Hyundai has been transforming how people buy cars"

The brand's Rockar shopping centre store is a great new way to buy a car, and other car makers should follow suit, says Steve Fowler

For the past year, Hyundai’s Rockar store in the Bluewater shopping centre in Kent – and its accompanying website – has been transforming the way people buy cars. I’m a fan – as I’ve said before, it’s about selling cars where people are, not where they’re not!

Has it worked? Seems so – we can exclusively reveal that Hyundai is opening a second Rockar store next month, this time in the Westfield shopping centre in Stratford, East London.

Advertisement - Article continues below

I know that plenty of other manufacturers have been watching closely to see how buyers react to the store and its no-pressure approach from ‘angels’ rather than sales people. Or whether they still prefer to go to the more traditional dealer.

Genesis G90 heads up Hyundai's premium sub-brand

So here are some of the stats that might help persuade them it’s a good idea: while Hyundai won’t reveal numbers, Rockar is in the Top 10 of its dealers for cars sold. 163,000 people have been into the store in the past year. The average age of buyers is 39 – Hyundai’s average at other dealers is 56 (and the industry average is 52). Women account for 54 per cent of Rockar customers – roughly double what it is elsewhere. And half of Rockar’s customers transact online after visiting the store in person. 

Hyundai UK’s President and CEO Tony Whitehorn assured me his other dealers are happy about it, too. “They’ve had people buy from them who’ve been into Rockar,” he told me.

And it’s not quite the end of the traditional dealer, either. “The Internet is becoming a vehicle for transacting as well as information, but for us it’s about clicks and bricks – many people still want to go into dealers,” said Whitehorn.

Of course, he has a large dealer network to keep happy, but Hyundai has taken the brave pill and it seems to be working for it. I’ve been there and it’s a great new way to buy a car. Other makers should (and will) follow suit.

Do you think other car makers should do the same? Let us know below...

Skip advert
Advertisement

Steve Fowler has previously edited Auto Express, Carbuyer, DrivingElectric, What Car?, Autocar and What Hi-Fi? and has been writing about cars for the best part of 30 years. 

Find a car with the experts

Skip advert
Advertisement

Recommended

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond
New cars coming soon header image

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond

These are the most important new cars headed our way, from brands including Audi, BMW, Dacia, Ferrari, Ford, Skoda and more
Best cars & vans
23 Jun 2025
Best electric car deals: today's top discounts and incentives on new EVs
Best electric car deals - header image

Best electric car deals: today's top discounts and incentives on new EVs

Making the switch to an EV? These car brands have an offer (or two) for you
Best cars & vans
29 May 2025
Hyundai Ioniq 9 2025 preview: walkaround, specs, prices and on-sale date
Hyundai Ioniq 9 - front

Hyundai Ioniq 9 2025 preview: walkaround, specs, prices and on-sale date

The new flagship Hyundai Ioniq 9 electric SUV gets a slippery shape and nearly 400 miles of range
News
27 May 2025
All-new Hyundai Elexio: Bizarre design, huge 435-mile electric range
All-new Hyundai Elexio - front static

All-new Hyundai Elexio: Bizarre design, huge 435-mile electric range

The Elexio is Hyundai’s latest all-electric SUV, but this one has been designed exclusively for China
News
8 May 2025

Most Popular

Range Rover Sport SV gets massive £35k price drop as it enters series-production
Range Rover Sport SV Black - front

Range Rover Sport SV gets massive £35k price drop as it enters series-production

There’s also a new SV Black trim, and a Range Rover Sport Stealth Package for non SVs
News
1 Jul 2025
Car Deal of the Day: MG ZS gives a big SUV feel for a miniscule £194 a month
MG ZS - front cornering

Car Deal of the Day: MG ZS gives a big SUV feel for a miniscule £194 a month

The MG ZS is an easy car to like and live with. It’s our Deal of the Day for 3 July
News
3 Jul 2025
Arrivederci Roma: new Ferrari Amalfi slots in as brand’s latest entry-level model
Ferrari Amalfi - front static

Arrivederci Roma: new Ferrari Amalfi slots in as brand’s latest entry-level model

A slick new look and more power are the headlines for Ferrari’s new baby, but it’s probably some simple new buttons that will get customers’ attention
News
1 Jul 2025