Electric car makers NIO, Xpeng, Tesla tap China’s shopping mall footfall with ‘experience’ stores

Electric vehicle (EV) makers now have a presence in 47 of Shanghai’s 93 shopping centres tracked by JLL, an unprecedented number

The surging number reflects a desire by the manufacturers to capitalise on the growing popularity of ‘green’ cars among Chinese motorists, say analysts

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There are now 189 EV experience stores in China, with Shanghai home to the largest number, according to data from Cushman & Wakefield. Photo: Bloomberg

Published: 8:30am, 25 Jan 2021Updated: 3:41pm, 26 Jan 2021

Electric car makers are opening so-called experience stores at an unprecedented rate in China’s shopping malls, in a bid to market the benefits of environmentally-friendly motoring direct to consumers.

Unlike traditional showrooms, the branded shops offer visitors anything from food and refreshments to libraries. And of course potential buyers can test-drive the cars.

“EV car makers have entered into more than half [47] of 93 shopping malls in Shanghai tracked by us,” said Vivian Zhu, director in JLL’s Shanghai retail team.

Some malls, like Shanghai Global Harbour and Chamtime Square, each have five different electric vehicle (EV) experience stores. “We have not seen this before,” said Zhu.

Such shops, ranging in size from 200 to 1,000 square metres, can cost more than 1 million yuan (US$150,000) to set up.

There are now 189 EV experience stores in China, with Shanghai home to the largest number, according to data from Cushman & Wakefield.

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