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Volvo car showrooms in the UK are being transformed into customer-focused, Scandinavian- inspired spaces that are “cool on the outside, warm on the inside”.
The car manufacturer wants to change how consumers engage with the Swedish brand, and emphasise it as a welcoming alternative to the German brands dominating the premium car market.
Three UK locations in the network of 103 dealerships and 20 authorised repairers have already adopted the new corporate identity, labelled Volvo Retail Experience (VRE).
VRE sees 40% of the showroom transformed into a ‘living room’ – with Scandinavian-designed furniture for customers to relax on, free Wi-Fi and Swedish cakes and coffee – and 60% dedicated to a contrasting ‘street’ area displaying Volvo’s new car range.
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An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
Tom Sohal - 01/06/2015 17:05
Volvo certainly appear to have thought carefully through what's essential and contemporary for the visitors to their showrooms. It's got a clean and efficient look about it with enough people-centric touches that would make visitors feel human rather than just potential purchasers of products and services. Upmarket but not alienating to those looking for economy. I like it !