Australia’s leading independent automotive website, CarExpert.com.au has opened a showroom and test drive hub at Westfield Warringah Mall in Sydney’s northern beaches to help car buyers discover, drive, and compare new cars – no salespeople and no option to purchase on-site.
Instead, it is staffed by independent car experts who are only incentivised to help car buyers explore and evaluate a collection of cars from different brands.
CarExpert, which was founded by the team behind CarAdvice.com.au, is a rapidly expanding digital auto publisher looking to change the car buying experience in the physical world.
In its first retail initiative, CarExpert has taken up 960 square metres of retail floor space, plus a section of the Centre’s valet car park. The auto research hub features up to 40 new cars from numerous brands, with an initial focus on top-selling segments including 4×4 utes, small cars, assorted SUVs and the fast-growing EV segment.
“We are genuinely excited to be working with Westfield to provide people with an enjoyable way to discover and test drive new cars,” CarExpert.com.au co-founder, Alborz Fallah said.
While cars won’t be sold at the Experience Centre, visitors who would like to buy a car will be connected with local dealers in a concierge style service. There is no fee or commission payable to CarExpert for this service.
Fallah said the company will be closely measuring the impact of the first CarExpert Experience Centre in Warringah to inform the concept’s broader rollout, over the next five years.
“As an independent car research and advisory service, we sit between buyers, manufacturers and sellers of new cars. We’re currently working with 26 manufacturers and a variety of local dealer principals who see the value in making the new car decision-making process more enjoyable and convenient,” he said.
“Manufacturers do a great job of creating excitement for their cars, but it’s only when there is a balance between excitement and confidence that people buy them. That’s the sole reason why CarExpert exists, to provide car buyers with the information, advice and experiences they can trust to help them make confident buying decisions.
“Combining our already well-established digital auto content business with a physical showroom and agnostic test centre, gives car buyers everything they need to confidently and comfortably research their next new car.”
Scentre Group leasing executive, Lyn Hutcheson said automotive is a category that customers feel passionate about. “We’re thrilled to be facilitating the transition of the CarExpert brand into the physical retail environment, for this first-of-a-kind initiative.
“The launch of the CarExpert Experience Centre pilot at Westfield Warringah Mall shows we are providing new retail and brand experiences that go beyond traditional retail and deliver on our customer-focused strategy.”