I began working on a project with my bosses and partners as early as 2003 to bring digital retail into the brick and mortar world. A year-round auto retail showroom with all brands. Customers could find their next vehicle in one location, at one time.
Cars are such a large purchase that we felt there should be a way to experience multiple brands in one location and in-person – the same way you do on a website. The Detroit location was just one conceived of after many, many years of study and development on the project. Other locations included pop-ups, mall locations, and partnerships with big-box retailers.