What's all this about?
It's a car salesroom without any salespeople.
You what?
You heard me. Hyundai has paired up with online company Rockar to deliver a digital car-buying experience.
I'm sorry, you've totally lost me.
OK, as most people nowadays research their next motor using their smartphone or computers, they're not doing the age-old repeated trips to multiple car dealerships to find out about the models they intend to buy. That means they're only going into showrooms to actually sign on the dotted line once they've decided which car they want.
So?
So, you can therefore simplify the experience by offering an online and in-store service that allows potential Hyundai owners to carry out research, book a test drive, get a price for their old car, choose a payment option, purchase and then service their car at the 'touch of a button', without ever having to talk to a young buck in an ill-fitting suit who is desperately trying to meet his monthly sales target.
Sounds appealing. Where is it?
At the Bluewater shopping centre just off the M25 in Kent, so chosen because it has an annual footfall of 27 million, who are spending a combined £13 billion between them.
Will it take off?
Who knows, but Hyundai UK is certainly bullish, calling it 'unprecedented' in our marketplace and saying it is the 'shape of things to come' when buying a car. Rockar.com's founder Simon Dixon also adds: "It is clear from research that customers buying a new car can find it an intimidating process. Rockar's vision is simple - to ensure that the customer is truly at its heart and feels empowered throughout the process."
And there really are no Hyundai people in the showroom at all?
Ah, not quite. While you can buy an i10 without interacting with another human being if you're really antisocial, there are 'Rockar Angels' on hand to offer you advice and answer any queries you might have. Although we're told they're 'not pushy'...
For more information, log on to: www.rockar.com.
Matt Robinson - 4 Oct 2014