Dogus Group, the importer of Volkswagen Group brands in Turkey, has opened a car mall in Istanbul that is being described as reminiscent of Volkswagen’s Autostadt visitor attraction in Germany.
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The Istanbul centre, which is called ‘Dogus OtoMotion’ is a 28,000 square metre complex with five showrooms for the Volkswagen, Skoda, Seat, Porsche and Audi brands. In addition, there are some show areas for Bentley, Lamborghini and Volkswagen Marine.
Ali Bilaloglu, CEO of Dogus Otomotiv describes OtoMotion as an ‘experimental marketing centre’ and a place for different activities like exhibitions and meetings. He says the customer can touch the cars and experience the brands.
OtoMotion has 11,200 square metres for showrooms, meeting rooms (including an amphitheatre), a kids’ playground, bars and restaurants, an exhibition area and offices.
There is also a large repair shop for all Volkswagen Group brands.
Bilaloglu said that the idea came from Ferit Sahenk, owner and CEO of the Dogus Group, following the ‘Auto Show 2006’ in Istanbul.
The objective was to create a fairground-like leisure complex open all year round.
Walt Behnke, an American who advised on Otomotion, said that they researched places like the Museum Of Modern Arts in Us, the Porsche Museum and BMW Welt in Germany before starting the project.
The USD25m centre opened with the ‘Einstein Exhibition’ earlier this month. Volkswagen sponsored the exhibition and the company will be sponsoring further exhibitions at the centre.
Levent KÖPRÜLÜ
