Feeling Kia's Beat - the story of its flagship brand centre

In the modern era of fast-moving, always-on, highly informed consumerism, selling cars is now more than just about test drives, dealing and getting a signature.

With so many choices now on offer to the car buyer, carmakers are becoming much savvier about engaging with customers, looking beyond the traditional interface – the franchised dealership – to get their brand message over.

We’re seeing more brand experience centres – especially in metropolitan areas – such as Audi City in central London and Seat Stores in the Lakeside and Westfield shopping malls. These are more about introducing consumers to the brand and its products, with the hope of ultimately facilitating a sale.