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The bright yellow 2008 Saturn Sky convertible has drawn attention from shoppers at Spotsylvania Towne Centre. |
Saturn of Fredericksburg's general manager was tired of waiting for shoppers to show up at the dealership in today's slow economy.
So he decided to take a mini-version of its showroom to thousands of potential customers at Spotsylvania Towne Centre during the busy back-to-school shopping season.
"I've been in this business for 23 years," said John Reynolds. "When nobody's coming in, it's very frustrating. Here, at least, we're talking to people and may get a future sale out of the deal."
His Saturn Showcase, located in a 5,000 square-foot former music store next door to the Guitar Center, officially opened yesterday, although people began stopping by last week as it was getting set up. A big draw has been the bright yellow 2008 Saturn Sky convertible stationed in the front.
"It catches people's eye as soon as they walk out of the food court," Reynolds said.
The showcase features nine different Saturns, from the compact Astra hatchback to the Vue SUV as well as literature and a TV showing information about the cars on a continuous loop. Reynolds' lease allows him to leave it unmanned, and customers will have to come to the dealership at 3421 Jefferson Davis Highway to buy a vehicle.
"With the reaction we're getting already, we may have to consider staffing it full time" he said last week. "Salesmen might even want to come in. They can't sell anything here, but they can answer questions."
Reynolds said he came up with the idea for the showcase because this has been the toughest market for new cars that he has ever seen.
"Sales are off, definitely for everyone in the industry," he said. "It's one of the tougher business climates, but there is still some demand. People are looking to trade in big SUVs for smaller, more fuel-efficient vehicles."
Saturn of Fredericksburg has leased its space at the mall through the Christmas shopping season but will have to move if another business wants a long-term lease. Reynolds, who is spending part of his advertising budget on the showcase, plans to extend the lease himself if it starts paying off in sales.
"This is the prime time to be at the mall, during the back-to-school and Christmas shopping seasons," he said. "And it's the lowest time in our showroom."
Cathy Jett: 540/374-5407
Email: cjett@freelancestar.com
