DRIVING CHANGE
Ebbett is driving into the future with an unusual new high-profile location. It’s a first for the family-owned car dealership, and one which could change the way cars are sold here in New Zealand.
Ebbett is driving into the future with an unusual new high-profile location. It’s a first for the family-owned car dealership, and one which could change the way cars are sold here in New Zealand.
We usually head to the mall for a spot of shopping, a visit to the Food Court or to catch the latest blockbuster movie. But how about picking out your new car before popping in to browse the latest fashions or meeting your friends for coffee?
In Hamilton, you can now do exactly that as the Waikato’s longstanding, family-owned car business Ebbett has opened a new dealership at popular shopping spot, The Base.
“Opening a dealership at a shopping mall is not something we've done before,” store manager Ben van den Engel enthuses. “It’s a whole new concept. It’s exciting and scary at the same time.”
It’s a bold and innovative venture for Ebbett Group, which has long been recognised for its commitment to customer service and the local communities that are home to its dealerships.
Instead of the traditional car yard, Ebbett The Base offers a premium and high-end experience.
“It’s less intimidating for people,” Ben says. “You're not going to this big, shiny showroom with thousands of cars and lots of salespeople waiting to pounce. It’s more intimate and more approachable.”
While a mall-based dealership is a new concept in Aotearoa, Ebbett director Richard van den Engel explains that while the high-profile location attracts foot traffic, the customer experience must remain seamless.
To that end, shoppers can explore vehicles in a premium, transparent environment with glass walls, couch seating and refreshments. For anyone wanting an immediate test drive, the demo vehicles are parked right outside the door. “It’s got the best of both worlds,” Richard smiles.
While it may look and operate differently from traditional car dealerships, all the expected aspects of the buying process can be handled in-store. Trade ins are appraised immediately, financing and insurance are handled in-house and mechanical services are coordinated with Ebbett’s workshop, conveniently located only a minute’s drive away. Simply drop your car off at the mall and they’ll handle the rest.
And unlike traditional dealerships, where customers encounter multiple staff members for sales, finance and aftercare, Ebbett takes a more personal approach.
“You’re dealing with the same person for all of those experiences all the way through,” Ben says. “It’s much more personal. And what Ebbett is all about.”
Another exciting development for Ebbett is the addition of the luxurious and technologically cutting-edge brands Zeekr and Geely range to their stock line-up.
“Zeekr is a premium Chinese brand that is looking to compete with Audi, Volkswagen, BMW, Mercedes,” Ben says. “It’s got all the gizmos and fit and finish that you’d expect of a European car.”
When you consider Zeekr’s heritage, this isn’t surprising. The EV brand is part of the larger Geely family, the ninth largest seller of motor vehicles in the world. Its upmarket siblings include the elite sports car manufacturer Lotus, the European luxury brand Volvo and performance brand Polestar.
Ben explains that the Zeekr range consists of premium, sporty, cutting-edge vehicles, while the Geely range offers premium tech at a price point that's accessible to everyday Kiwis.
“Geely and Zeekr might be new brands in New Zealand, but they’re not small players,” he says. “Chinese manufacturers are often at the forefront of technology and innovation, and both of these brands deliver premium comfort, cutting-edge features, and competitive performance. I had a customer the other day get out of a Porsche Macan to test drive the Geely Starray, and he was blown away with how well it drove and the comfort and finish on the interior.”
Like the store itself, these two flagship brands challenge traditional market expectations. Zeekr, for example, offers high-performance vehicles that rival established European models. Their 7X model accelerates from 0 to 100 km/h in just 3.8 seconds, delivering thrilling performance without compromising on comfort.
The community response to Ebbett’s new shopping mall location has been enthusiastic, with shoppers embracing the new format, testing vehicles, engaging with staff and sharing their impressions.
For both Ben and Richard, the most rewarding aspect has been the alignment of their values with daily operations.
“We try to do things differently at Ebbett. Our values are integrity, care, excellence and respect. And we actually strive to live that each and every day,” Ben says. “We want to give you such a great experience that you come back to buy a second car and tell your friends and family. Our vision is customers for life. That culture permeates through everything we do. It’s a buzz to be a part of.”