Volkswagen joins move
to shopping centre stores with Bullring unit
(Author : Retail Design World)
The automotive brand is working with longstanding dealer Johnsons Cars, which has sold Volkswagens in the Birmingham area since 2004, to open the store. The store will give customers the chance to browse and buy the entire Volkswagen range in the environment where they shop regularly. The store will offer a ‘no haggle’ competitive pricing model.
Design agency Dalziel & Pow -which has designed automotive stores selling Hyundai and Jaguar Land Rover brands for Rockar – has designed the store. Its objective was to make the process of choosing, buying, and owning a car as easy and straightforward as possible.
Customers will encounter a variety of displays used to highlight the advanced in-car technology offering by Volkswagens, with a constantly-updated selection of cars available to experience first hand. The 178.5 sq m (1,921 sq ft ) store will open on 7 July, and will trade for seven days a week.
A dedicated test drive area is a short walk from the store. Customers can also choose used cars from Volkswagen’s approved scheme at the store using the brand’s Blended Retail system, which combines physical and digital channels.
“Setting up Johnsons Volkswagen Bullring Birmingham has been an exciting project and we can’t wait to open the doors to the public next month. The store allows us to try out new ways of bringing our cutting edge products and technologies to the public in their usual retail environment,” says Volkswagen director of passenger cars Alison Jones.
“The store is very much a long-term pilot that we will learn a great deal from. It is all about presenting our cars and services to the public in a place that is really convenient for them, and it will sit alongside the wide network of Volkswagen Retailers across the UK that represent the heart of our business,” adds Jones. “Volkswagen joining the centre is a real coup for us. We were excited by the new store concept and, with their additional offering of onsite test drives, we think it will be a real hit with our shoppers,” says Bullring general manager Michaela Moore.