People don't like being sold to. The auto industry is catching on. Automakers are experimenting with soft-sell approaches to offset the hard-sell tactics associated with dealerships.
Mercedes-Benz is rolling out pop-up stores in tony shopping malls that are geared more toward brand building and customer education than moving metal.
Porsche, meanwhile, showcases its sports and racing lineage via a pair of "Experience Centers" in Atlanta and Los Angeles. Part test-drive on steroids, part cultural immersion, the venues drew more than 250,000 visitors in the last three years.
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