Young Ladies About Town

The girls living and laughing their way around London, meeting lots of fascinating folk along the way...

Lunchtime driving with Simon Dixon, founder of Rockar group

Posted by Young Ladies About Town
Young Ladies About Town
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on Monday, 06 March 2017
by Victoria Senior

During a busy lunchtime on the roads in London I caught up with Simon Dixon, Founder of Rockar group. He is the CEO who is changing the way we think about buying cars and has created this premium automative company.

I'm typical of someone in my age group, used to going to a car showroom to find out more about a car and how to buy it. Admittedly the days of doing this on my own are over as my husband loves the challenge of buying a car, me, well yes I'm still intimidated by taking the car to the garage for repairs so anything to make me feel more comfortable about this process is welcome.

Simon picked me up from the offices in Covent Garden in the new Jaguar 4x4, the F-Pace. I was hopeful this car would be up there as the next family car to cart my three sons around with their ever growing sports paraphernalia, along with the dog. Space is my foremost need in a car, seconded, very closely, by the drive.

3-Jaguar

The Jaguar was a dream to drive. I was nervous on the busy roads in the West End of London, but its manoeuvrability was smooth and very quickly gave me confidence to weave between the traffic. The satnav was required as we crossed the river to head south, otherwise I would definitely have had the cameras on confirming the minuscule space between me and the many lorries. However, it transpired I did not need them as the wing mirrors are well placed for viewing the sides of the car. The suspension was firm but flexible enough to take the odd curb without me realising and Simon did not mind the car mounting the pavement to park up when there was no space outside the office!

The steering wheel was a bit small and I was not keen on the rear view as it looked as if I was viewing the roads behind through a telescope. It wouldn't fit our family and kit in comfortably but it's a great car that would be as useful in the city as on a long drive on the motorway or even through country lanes. Along the journey Simon told me about his vision for changing how cars are bought through showrooms. His new 'shops' are located in shopping malls, with cars in the multi storey car parks ready for test drives. These showrooms are designed for the younger audience with the digital space allowing the customer to browse touch screens. Everything can be done online before, during and after your visit.

consumer-shots---Rockar

Rockar-JLR-Westfield-Stratford-1

Financial information regarding your purchase is available at your fingertips and there are as many women as there are men on the shop floor. The sale staff are called 'Angels' and are trained for three months before serving customers and none have a background in car sales. Their aim is to improve the overall customer experience and not push sales. I am yet to visit the store but am most intrigued to pop in and see how it works for me and how my 'stereotype' can benefit from this way of selling cars, additionally I am told the store takes inspiration from other fashion brands with constantly changing window displays. My husband might be harder to convince but he is the one who doesn't mind the old way of buying cars so much!

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