While North America offers wide-open spaces for expansive dealership lots, things are a little different in Europe. In order to keep the brand as part of consumers’ daily lives, Opel has embraced inner-city retail with the debut of its “CAYU” shopping mall store.
CAYU, short for “car for you,” is situated in Stuttgart, Germany, and resides inside the city center’s shopping mall. Customers will be able to order a pre-configured Opel Astra, Corsa, Adam or one of Opel’s crossover vehicles inside the retail store or online at CAYU’s official website. The store aims to link virtual car shopping to the real world and provide a modern take on car buying.
“It cannot be any easier or quicker and there’s no risk,” Opel’s German marketing director, Christian Loer, said. Opel will offer a 30-day return guarantee and test drives will be offered right outside the mall.
Opel’s effort hopes to make it easier for city dwellers to buy a vehicle, rather than travel to outlying districts where traditional dealerships are situated. However, it’s unknown if more CAYU stores will crop up across Europe. We’d assume the success or failure of the Stuttgart store will be the biggest determining factor.