Kitcatt Nohr Digitas

Walking down the Champs-Elysées the other day, as one does, I was reminded that one of the many differences between selling cars and other consumer durables is that they remain in “walled gardens”.

For the most part we continue to select cars from a closed dealership where the space and presentation is tightly defined. Only one manufacturer is present and though competing dealerships may be nearby they are rarely cheek by jowl.

But Paris has the Champs-Elysées, a space we don’t quite match in London, with its massively wide pavements and mix of shopping and leisure at almost all hours.

Toeing those pavements you can now find “experience” showrooms from Toyota, Renault and Peugeot – and more which I probably missed - with Mercedes under construction. Impressive spaces they are too with concept cars, interactive displays and hi-tech interiors. You are not buying cars here, but you surely are being sold brands.

The effect is to raise the stakes. Toyota has a great space, great displays and an invitation to play table football; Renault has a cool bar and restaurant on a mezzanine which overlooks the display floor. But Peugeot’s offering is half the size, half as convincing and a little bit tired with fraying carpets and discoloured chrome. On its own it would actually be fine. Up against the others a few metres away it looks like a loser. For Peugeot the Elyisian fields have become less heavenly. They must now respond.

So, a timely reminder that if you are going to get into the game, make sure you can match the competition as the stakes rise.