Car dealerships in the Philippines have remained mostly the same since automotive brands came back in the late ’80s. Clean, well-lit, and functional, they were never glamorous or classy places to hang out in. They never had to be.
Car dealers existed to sell you a car and help you maintain them. In Filipino households with family drivers, it’s not surprising for the primary customer to see his dealership only once; after handing over the check, Mang Jun takes care of servicing the vehicle.
But there are tectonic changes happening in the way cars are powered, marketed, and sold. All over the world there is a trend of car dealers become more like ‘lifestyle centers’.
You can already see these in the premium segment locally. Lexus just opened a space at the new Mitsukoshi Mall, where you can peruse the new models and have a latte made through a Rocket Italian espresso machine. At the BMW main showroom near EDSA you can see the latest models and check out some BMW M luggage and dry-fit shirts.
In Korea, Kia showed us what a lifestyle center for a mainstream brand looks like. At its Kia Beat 360 facility, interactive experiences combined with top notch interior design to create a space that felt like a premium lounge rather than an automotive showcase.
Completed in 2017, the Korean carmaker officially calls the Kia Beat 360 a Brand Experience Center. We were able to visit this back in 2019, but it’s only now that we realize how forward-thinking this facility is.
The latest Kia models are showcased here, but instead of plain floors and backgrounds, the backdrops are painstakingly created to highlight the automobiles. The displays are arranged in a circular manner around the facility, so you take a tour as each stage highlights a particular Kia in a special way.
The Seltos and the stunning new Sportage greet visitors in the main lobby, beside a small auditorium-style seating area. The EV6 GT is parked beside an interactive hover board game, which Gen Tiu of Carguide.ph gamely tried. Further along another EV6 is set against a beautiful garden. More somber backdrops frame the Carnival Hi Limousine and the flagship K9 sedan. The final edition of the sexy Stinger, called the Tribute Edition, sits in its own enclosure.
We encounter Kia’s mini model, the Ray, again. This time it has a charming camper setup and a simulation of where your dog will sit. At any area in the displays, well-dressed sales staff hover within earshot, but never too close, in case you have questions.
At the end of the circular tour (or at the start), there’s an in-house cafe that serves good brew. They even offer ice cream.
It might take some time before the lifestyle center concept gains traction in showrooms of mainstream Philippine automotive brands. But Kia showed us how it works. Instead of a place you only go to for PMS or repairs, the Kia Beat 360 feels relaxing enough to work in or kill some time.
The Koreans are trending now, thanks to their music, cosmetics and food, among others. We’ve seen glimpses of how they plan to change the automotive retail experience. We’re excited to see it here.
