Peugeot has announced that it is to open the smallest car dealership in the world, in a phone box in central London.
Next Tuesday, the iconic red phone box in Russell Square will throw open its door to customers looking for one of the French manufacturerâ€™s new models.
At 0.8 square metres, there isnâ€™t a whole lot of space in the box for display cars – the only ones being 1:64 scale models – rather thereâ€™s a desk and a iPad, through which customers can browse the range, configure and order their new car.
Although property prices in London are eye-watering, the move isnâ€™t an exercise in downsizing but a stunt to promote the French brandâ€™s e-commerce system. Peugeot was the first mainstream manufacturer to launch an end-to-end online purchase process through Order Online and has seen 1.5 million users visit the website since its launch in January.
Announcing the launch of the showroom, David Peel, Peugeotâ€™s managing director, said: â€œThe worldâ€™s smallest dealership is a perfect example of how technology continues to change the way we research, view and purchase products.
â€œNot that many years ago, the process of buying a new car involved reading lots of printed literature and trawling around dealerships. Now, despite a car being the second-largest purchase most people make in a lifetime, it can be done from anywhere â€“ even from inside a phone box.
â€œWe recognise that the retail landscape is ever-changing and consumers like to have the freedom and flexibility that comes with browsing online, without the pressure of having to negotiate or make snap decisions. Order Online puts our customers firmly in the driving seat, allowing them to chop and change what they want and make a decision in their own time, in their own space.â€
The diminutive dealership will be open from 7am to midnight every day until the end of September. Potential customers can gain access by getting a special code from www.peugeot.co.uk/russellsquare