General Motors is launching a new dealer corporate identity (CI) programme throughout Europe.
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The rollout involving approximately 9,000 dealers, started this month and continues until 2010, with most dealers converting to the new design between 2007 and 2009.
These numbers exclude Vauxhall brand dealers as a similar programme is already being rolled out in the UK.
The new exterior signage, featuring blue transparent glass and a unique printing technique, combines the brands – Saab, Opel & Chevrolet – in a coordinated look described as cost-effective and flexible.
If a dealership represents one, two or all three brands, only one pylon is needed for logos and this can easily be expanded to accommodate additional brands.
Functional, high-quality interiors and displays include counter systems with atmospheric illumination and multi-media screens, retail display systems for catalogues or accessories, car data stands, sales consultant islands, brand walls and a display platform to feature new cars.
The interiors clearly convey each brand’s identity and utilise brand-specific ‘signatures’. For example, within this group brand approach, Saab continues the roll-out of its ‘Unlimited’ dealer showroom CI, which has already been implemented by about half of its dealerships.
“The newly developed group design is clean and its technically advanced look and feel communicates the right quality standards. It raises the bar for retail environments in the European automotive scene in a way that is both flexible and affordable for our retailers. This is a further important step in strengthening our European business,” said Jonathan Browning, GM Europe vice president, sales, marketing and aftersales.
The implementation of the new CI at larger multi-brand dealerships, representing Saab, Opel and Chevrolet, will cost up to EUR100,000, with the investment shared between the dealer and GM. On the other hand, a small, single brand authorised repairer can upgrade CI for around EUR10,000.
GM Europe covers the complete cost of design development, technical development, engineering and prototyping and will make available a range of centrally sourced, matching storage elements and furniture that dealers can purchase for use throughout the dealership.
In total, the combined GM and retailer investment in this programme will reach more than EUR400m over the life of the project.
