One of the pains of buying a new car is researching and test-driving different models, especially if you’re not committed to a particular brand. (I write from recent experience.) There’s a lot of time wasted making appointments, driving from one dealership to another, and handling the “encouragement” from salesmen to “buy today.”

People visiting Cherry Hill Mall soon can have a different experience, as owner Pennsylvania REIT (PREIT) has formed a three-month partnership with GoMoto, an automotive tech company that just opened its first-ever full showroom that allows shoppers to test-drive and compare competing classes of vehicles in one location. 

The Cherry Hill showroom features what it calls 2014 Class Leaders, with pickups, sedans, SUVs and Luxury vehicles from such brands as Acura, Audi, BMW, Dodge, Ford, Honda, Kia, Lexus, Nissan, Mercedes and Toyota. Shoppers can test drive up to five competitive vehicles in each class in the mall’s parking lot. Brand experts are on hand to discuss the vehicles, but do not discuss pricing or financing – they offer the shopper information about the local dealership, and tell the dealership about the customer, if she or he wishes.

“We are excited to announce this event that offers our mall customers yet another innovative experience at the mall that will not only be new but is also a convenience,” says PREIT CEO Joseph F. Coradino. “Integrating with pioneering partners like GoMoto aligns us with evolving consumer habits.”

GoMoto will be at the center from May 1 to July 31. It sounds like lot more fun than just looking at cars in the common area, that’s for sure, and perhaps even a new alternative anchor?

“We look forward to giving South Jersey and beyond a glimpse into the future of car buying,” says GoMoto CEO Todd Marcelle, who founded the company with fellow industry veterans Benjamin Catanese and Marc Rubino. “The modern sophistication of Cherry Hill Mall is the perfect setting for our experiential displays that encourage a comfortable and convenient shopping experience.”

Where was this when I needed it?