Used car supermarket hits top gear with Lexis

Lexis is to mastermind the PR behind the launch of CarLand - a supermarket-style retailer of second-hand cars.

Lexis is to mastermind the PR behind the launch of CarLand - a

supermarket-style retailer of second-hand cars.



The agency was brought in this week by the newly-appointed marketing

director of CarLand, James Bidwell. It is working on a media relations

campaign which will begin just after Christmas to tie in with the

opening of the first store in Lakeside Retail Park in Thurrock,

Essex.



The campaign, which will be linked with TV, press and poster

advertising, will focus on how CarLand will change second-hand car

buying.



The Lakeside store, the first of 20 planned to open before the year

2000, will cover 100,000 square feet and will display 300 cars. The cars

will all be less than five years old, pre-checked and sold with

guarantees, said Bidwell.



As well as trying to get press and TV coverage on second- hand car

buying, Lexis will work with other retailers in Lakeside to encourage

cross-promotions.



’You don’t often get the chance to launch an entirely new brand, and a

recent OFT report on the second-hand car market shows too clearly what

the current perceptions of this market are,’ said Lexis director Hugh

Birley.



Bidwell describes CarLand as a kind of ’IKEA-like’ store, with cars

arranged in a warehouse-style superstore. Although most staff will have

retail experience the majority of them will not have previously sold

cars. This approach, adopted by Daewoo when it launched, is to avoid any

hard sell approaches.



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