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Car-buying gets outsized as Chevrolet opens mall outlet

November 22, 2010

Brand Week reports that Chevrolet this month opened its first Chevy store, Chevy Showcase, where consumers don’t actually buy cars and trucks but get referred to dealers, at one of the largest malls in the country, the King of Prussia Mall, outside Philadelphia.


The store has cars and trucks on display, but it isn’t a dealership. Rather, kiosks and product specialists pitch the vehicles and then link potential customers up with a dealership.


Dave Klemm, Northeast regional marketing manager for Chevrolet, said the partnership with the King of Prussia Mall gives Chevrolet a high-traffic venue both for new customers and existing ones, "who will get a chance to see the latest updates to their favorite vehicles."


The alliance also makes Chevrolet "The Official Vehicle of King of Prussia Mall" and includes vehicle displays, Chevrolet-produced events and on-site test-drives opportunities.


The King of Prussia Mall has eight department stores, more than 365 specialty stores and more than 40 restaurants. It is within one mile of Valley Forge National Historic Park and the Valley Forge Convention Center.