The Art of Selling Cars: Brand Stores, Spaces and Studios

These days car manufacturers rush to build so-called brand stores, spaces or studios right in the centre of the city. With these they plan to emphasise on the smartness and coolness of their new vehicles and services. In these loungy sales outlets they are showcasing vehicles with the images that make a good product into a desirable one. In a private atmosphere, excellent coffee or even some bubbly included. With electric cars available from old car manufacturers to smart newcomers alike, new customers are lured into complete new worlds of experiences, mainly from new players in this field of electric vehicles. Families and friends are invited to come along and become part of a new and smarter motion. The smart mobility movement of this year 2023 has just started and we’ll take a look at some of the exciting new sales outlets here in Europe as of today.
Porsche Brand Store Stuttgart, Germany © Andrew Santos

Let’s start with a brand store just recently opened by luxury Sports Car manufacturer Porsche. Right in the heart of Stuttgart, Porsche created a place that aims to inspire new dreams. A space where the potential buyer can experience art, music, digital installations and knowledge  and even “feel the spirit of Ferry Porsche when configuring his or her own dream car”.

NIO House Oslo, Norway © Michael Brecht

Chinese EV manufacturer NIO calls its sales and entertainment centres ‘NIO houses’ and opened a first one in Europe in the Norwegian capital Oslo in October 2021. At that time only a few insiders of the global mobility scene had an idea about the concept of NIO. At the end of 2022 a second NIO house was opened on the Kurfürstendamm in Berlin, the company currently operating about 100 of these globally.

Polestar Space Rovaniemi, Finland © Polestar

Swedish Polestar continues to bring a unique approach to automotive retail. With a few dozen so-called Polestar Spaces around the world, the company owned by Chinese automotive investor Geely adds a few temporarily created brand outlets. The latest one can be found in the Arctic Circle city of Rovaniemi, Finland. Here Polestar created its first ever Space made from snow. This ultimate pop-up store opened its doors on the 10th of January and will be open until 26th of February 2023. You better be quick.

Genesis Studio Frankfurt, Germany © Genesis

The Korean automotive manufacturer Genesis is another new kid on the block when it comes to building exclusive studios to present its vehicles, strategy and surroundings. After opening the first European studio in Munich, we can find their stylish outlets in Frankfurt, Zurich and London today. And if you don’t feel like going to the studio to pick up your vehicle at all, no worries: The Korean premium brand's unique service promise includes the Genesis Personal Assistant and the Pick-up and Drop-off service, which picks up your own car for workshop and service appointments at home or at the office.

Rimac Showroom in Brussels, Belgium © Rimac

Electric Sports Car manufacturer Rimac opened its doors in Brussels at the beginning of 2023. An enormous urban customer space represents another milestone for the young company and displays all you need to know about the electric brand from Croatia. A “Nevera Configurator” helps to define the right vehicle, state-of-the-art tech and atmospheric design and lighting hint on what Rimac’s DNA will be. Founder and CEO Mate Rimac explains: “Further growth of our partner network comes at an important moment for the brand, as our all-electric Nevera hypercar is finding new homes around the world, delighting and surprising customers with its performance, power, and next-generation technology.“

Lucid Studio © Lucid

US mobility startup Lucid builds luxury retail spaces around the world inviting customers to experience the brand and its products first hand. Exploring a Lucid Studio, visitors will get a vision of how the company “draws inspiration from the beauty, innovation, and diversity of its home, the state of California”. In Europe the company opened spaces in Munich, Geneva and Hilversum so far.

SQUARE Zurich, Switzerland © Microlino

The so called SQUARE is a dedicated studio for vehicles at the Airport Zurich and run by Swiss AMAG Group. The importer of Volkswagen vehicles for Switzerland currently has the Microlino on display, an electric small car designed and produced by the Swiss Ouboter family. The Microlino hits the nerve of the time: The compact and sustainable city runabout exemplifies the future of urban mobility. As the SQUARE outlet changes its vehicles on a regular basis, you need to be quick to see and experience the Microlino yourself.