Friday 7th July will see the launch of a new retail concept for Volkswagen UK with the opening of its first shopping centre store in partnership with Johnsons Cars.
The aim of the project is to offer shoppers the opportunity to browse and buy in the environment where they shop regularly. Birmingham’s Bullring is just such a place for the 36 million people who visit it each year.
The new retail outlet will be operated by Johnsons Cars, who have been Volkswagen Retailers in the Birmingham since 2004. The dealer will be rolling out a concept that has been developed by Volkswagen and its retail design agency Dalziel & Pow. A key focus for the project has been to make the process of buying and owning a car as easy and straightforward as possible. The site will offer new and used vehicles, with a dedicated test drive area for the store located within walking distance.
Alison Jones, Director of Volkswagen Passenger Cars, said: “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.”
Alison added: “The store is very much a long-term pilot that we will learn much 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.”
Mike Berwick, Operations Director of Johnsons Cars, said: “This is a completely new retail format and way of going to the market, and so it is exciting for us to work with Volkswagen on this project. This store will complement our existing five Volkswagen retail locations and the combination will allow us to expand our customer service offers both in sales and aftersales.”
Mike concluded: “We have set a very competitive ‘no haggle’ pricing model. This will remove the stress experienced by some from the typical showroom visit and will allow us to speed up the enquiry and sales process, therefore delivering a better experience for shoppers.”