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customers through buying a new car, but without the pressure to make a purchase. Reflecting this role of helping, instead of selling, the Angels are paid a salary rather than commission. The focus of the Rockar Jaguar


Land Rover store is to create brand engagement, empowering the customer to purchase a car with an experience that puts them very firmly in control. Utilising Rockar’s industry-first technology, customers are able to configure their new car, agree a value for their trade-in and arrange finance using in-store technology that aims to make the process seamless, fast and enjoyable. Should the customer prefer, however, they can complete their purchase at home, as they could buying fashion, lifestyle or accessory products. In another nod to the fashion


Customers are looking for more accessible ways to buy a car that are more aligned to how they shop for clothes, food and gadgets.


industry and the growing trend for creating bespoke pieces, the Angels help customers to use the store’s ‘create’ space, which includes colour swatches, examples of interior trim and samples of the interior choices available, to design a car that reflects their personality. Simon Dixon, founder of Rockar,


said: “Rockar has responded to a shift in purchasing behaviour to create a car retail experience that


responds to consumers’ changing needs in today’s digital age. Our research has revealed that customers are looking for more accessible ways to buy a car that are more aligned to how they shop for clothes, food and gadgets. Rockar’s recent success has proved this research with over 60% of its customers now buying online.” Jeremy Hicks, managing director


of Jaguar Land Rover UK, added: “We have been looking at how we can offer our customers more choice and more flexibility over how they buy a Jaguar or Land Rover, and adding the Rockar model to our network adds an exciting new way to do just that.”


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