New showroom architecture
The architectural concept of the showrooms contrasts with a silver-white roof design thanks to a black interior landscape. Spatial boundaries within the building are kept to a minimum to deliberately create an open-space feeling. A largely transparent building façade creates a flowing transition between the interior and exterior areas.
New reception
come and initial customer meeting take place in a relaxed manner. The new role of the Star Assistant as a host and the “first face” of the brand ensures a very welcoming atmosphere at reception.
Quality advice
Advice in sales and service has been re-conceptualised and can be individually tailored to the customer to an even greater extent, allowing for customers to be advised situatively and on the move.
Stiff furnishing with desks is passé; now showroom employees will use media surfaces or mobile end devices flexibly and as required. Customer conversations can take place in a relaxed atmosphere in the specially designed lounge areas and in a spatial space best suited to the requirements of the advice, sales and service conversations.
New job profiles for sales personnel are an essential part of the new brand presence, ensuring that the increasing product complexity and digitisation are taken into account, as well as the individual needs of customers. For example, the product experts explain the models’ special features and technologies to interested parties directly on the vehicle or on digital devices and screens.
Digital media
A key focus of the new brand presence is the inclusion of digital media which enhances product presentations and explanations, alongside the traditional showroom tools.
When creatively used, it can support customer conversations, making understanding of the brand’s ever increasing portfolio a more explorative experience. The addition of digital media devices also means that customers can be introduced to a range of topics, including lifestyle and technology, as well as service information, in a manner that is tailored to their specific requirements.
The new brand architecture is experienceable even when entering the showroom. The wel