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Holdens and Fords popular in the used trade
Data from Pakenham’s Car MegaMart provides insight into buyer preferences
24 Jul 2014
By IAN PORTER
HOLDEN and Ford may only hold around 18 per cent of the new vehicle market, but their vehicles are out-performing on the used market, according to data collected at the Southern Hemisphere’s largest retail automotive precinct.
The precinct, Car MegaMart in the Victorian regional centre of Pakenham, has been collecting data since stage one of the $70 million development opened in January this year.
Sales from the initial 15 used car lots on the site show that Holdens and Fords represent 39 per cent of all vehicles sold, with the most common year of manufacture being 2007.
On average, buyers spent $16,000 on their vehicles, with 25 per cent of them laying out more than $20,000.
And, while Car MegaMart is located in the Shire of Cardinia – the fastest growing municipality in Australia – the statistics show that the new automotive retail precinct is proving to be a magnet for non-local buyers, with 76 per cent of the vehicles sold going to homes outside Pakenham.
The Car MegaMart is part of a 15-hectare business park development and, after Stage Two is completed, it will cover 5.7 hectares, with the rest devoted to showrooms, factories and warehouses for automotive and transport-related operations and services.
The car sales operations are believed to comprise the biggest automotive precinct in the Southern Hemisphere and, with the second stage still under development, is already half way to its target of displaying 1000 new and used vehicles on site.
The huge site will eventually house 25 used car dealers and three franchised dealers.
The precinct, which has cost $70 million to develop, will also be home for up to 44 factories, showrooms and warehouses catering to a wide range of transport industries.
The Car MegaMart Business Park was designed as an automotive-specific precinct that would be supported by a range of ancillary trades and businesses, said Car MegaMart operations and marketing manager Peter Caldwell.
“The development will also feature 18 dedicated motorcycle, caravan and boat sales sites as well as a range of service industries such as mechanics, detailers and paint shops.”
The prime dealership sites facing onto the Princes Freeway in Pakenham have been earmarked for franchised dealerships. Car MegaMart could not give any names or brands yesterday, but an announcement about two of the franchised dealer sites were imminent, Mr Caldwell said.
The Pakenham Toyota dealership is located adjacent to the Car MegaMart site but is not officially part of the project.
Australia’s leading manufacturer of off-road accessories, ARB Corporation, has established its 50th retail outlet on the Car MegaMart site. It’s a flagship site comprising a showroom, workshop and a retail store.
“While our immediate sales have been very strong, we also see our presence at MegaMart as a long term prospect,” said ARB Pakenham director Mark Lyon.
“Being in the local dealer hub will only grow our business further and, with the estate being so close to the freeway, we are exposed to new customers on a daily bases,” Mr Lyon said.
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