BMW taking mobile Mini shop concept on the road

Mini marvel: BMW's Mini pop-up shop. Photo / Supplied

Carmaker Mini is trialling a new sales concept from a "pop-up" shop in the heart of Ponsonby.

The pilot scheme moves away from the traditional caryard to a "Mini Garage" - an open-plan two-storey outlet comprising sales staff, an events area, cafe, and interactive kiosks.

It will encourage customers to buy and personalise their cars online and have "Mini mobile agents" to handle inquiries outside of New Zealand's main centres.

The aim of the project is to create a more customer-focused retail concept, says Mark Gilbert, managing director of BMW New Zealand. Mini is part of the BMW Group.

"This is effectively a 'relaunching' of the Mini brand in New Zealand," said Gilbert.

"Gone are the days when we sit and wait for the customer to come to us.

"Mini is a lifestyle brand and it needs to reflect today's busy, modern lifestyle."

The new outlet is on the corner of Ponsonby Rd and MacKelvie St and will open at the end of the month.

BMW has leased the site for a minimum of 12 months. "We might stay on - it depends how it goes," said Gilbert. "We will talk to the owner of the site and revisit it then."

Pop-ups are said to be the product of a new high-speed world, shops that spring up, cause a storm and disappear before the fashion crowd moves on to the next big thing.

BMW's HQ in Munich chose Auckland ahead of Sydney or Melbourne for the programme. "Things such as this pop-up concept are contested by BMW offices around the world and on this occasion New Zealand won out," Gilbert said.

To mark the launch, 15 special-edition models will be available online.

"Since the new Mini appeared in 2000, we have seen new models introduced and several new concepts are soon to arrive," Gilbert said.

"The time is right for Mini to break out of the confines of the traditional car dealership and have a home of its own."