This just in via email…..The Borg moves on relentlessly. It’s good they’re going to spruce up the place, but Saabs and Chevys as part of the same corporate identity? Call me a Saab snob all you like, but it doesn’t seem to me to be the way to build what’s supposed to be your global premium brand.
The subsequent question that remains after reading this:
Do Cadillac get dedicated showrooms?
GM is launching a new dealer Corporate Identity (CI) program throughout Europe. The rollout involving approximately 9,000 dealers, started this month and continues until 2010, with most dealers converting to the new design in the 2007 to 2009 timeframe.
These numbers exclude Vauxhall brand dealers as a similar program 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 one coordinated look that is cost-effective and flexible. No matter whether the dealership represents one, two, or all three brands, only one pylon is needed for logos and can easily be expanded to accommodate additional GM 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 utilize 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,” says Jonathan Browning, GM Europe Vice President, Sales, Marketing and Aftersales.
The implementation of the new CI at larger multibrand dealerships, representing Saab, Opel and Chevrolet, will cost up to €100,000, with the investment shared between the dealer and GM. On the other hand, a small, single brand Authorized Repairer, can upgrade CI for around €10,000. GM Europe covers the complete cost of design development, technical development, engineering and prototyping. In addition, GM will make available a range of centrally sourced, matching storage elements and furniture that dealers can purchase for use throughout the dealership.