Fresh, Modern, Simply Clever: The new face of the ŠKODA Dealer Network

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Fresh, Modern, Simply Clever: The new face of the ŠKODA Dealer Network

16. 12. 2013

Mladá Boleslav, 16 December 2013 – The fresh, new face of the future ŠKODA dealership network: The worldwide network of over 5,300 dealerships is to get a more modern and attractive layout to accommodate the growing model range. The modernised appearance, based on the new ŠKODA corporate design is an integral part of the 2018 ŠKODA Growth Strategy. By 2018, the company plans to have increased worldwide sales to at least 1.5 million vehicles per year.

With their partners' new appearance, ŠKODA is once again demonstrating the power of the brand. The entire design of the car dealerships is much younger and more dynamic. The key elements are modern architecture, new communication areas around the outside with improved visibility both day and night, as well as an attractive salesroom design for a customer-friendly approach. By the end of 2015, the transition should largely be completed.

"We are building our position as a strong international brand with the most comprehensive model campaign in corporate history," says Werner Eichhorn, ŠKODA Board Member for Sales and Marketing. "In recent years we have invested heavily in modernizing and expanding our model range. Now our sales partners' new appearance and optimized business processes provide the ideal backdrop for the presentation of our vehicles to the customer."

As part of the 2018 growth strategy, the Czech carmaker has renewed the entire product range over the last two years and expanded into important segments. ŠKODA has introduced eight new or completely redesigned vehicles in 2013 alone. The preliminary result of the most comprehensive model campaign in corporate history: a highly attractive, updated model range – from the new small car Citigo, the new Rapid and the new Octavia to the comprehensively revised flagship, the Superb and Superb Combi. Running parallel to this model campaign, the Czech car manufacturer has placed an emphasis on sharpening the presentation of the brand. In 2011, ŠKODA introduced a completely new corporate design. The most important elements of this fresh appearance are the updated logo with the winged arrow in the centre, fresher colours and new fonts. The overall appearance looks younger and more modern than ever before.

Redesigning the dealership network will follow these principles: Modern showrooms with a great look and feel, customer friendly environment, creating a pleasant atmosphere and transparency. The base colours of elegant white and fresh green shall dominate, complemented by the warm wood tones in the furnishings inside.

The architectural design language is identical to the clear lines of the Czech manufacturer's current vehicles, mirroring the brand's traditional values everywhere. The guiding principle of the new face of the dealerships is the brand promise – 'Simply Clever – clever engineering with a human touch'.

Exterior design: tidy, modern, clearly visible both day and night

The exteriors to the dealerships are to be completely redesigned. The new appearance of the ŠKODA dealerships will be the brand's powerful statement both day and night – clear, transparent, modern and open. Recognizable elements provide unique orientation. An important aim is to improve the visibility of the buildings. "Customers should be able to identify the ŠKODA dealership at first glance," explains sales chief Eichhorn.

It is all to do with clarity: Reducing everything to the bare essentials for the customer was the architects' motto. The architecture has been tidied up, now based on simple shapes, a few clear colours, modular design elements and a modern light concept. The key features of the new exteriors are:

› The green entrance set in front of a glass wall, utilizing daylight
› The large communications wall next to the entrance to the dealership
› The logo wall with the new ŠKODA logo on the side of the building
› A white frame, running along the sides and top of the building façade
› Dark-grey cladding
› New pylons (with brand logo and dealership name) and flags

The newly developed cladding for ŠKODA dealerships will be kept principally in dark-grey. This conservative tone forms an ideal background for all ŠKODA design and signal elements. The entrance side of the building consists of large, top to bottom glass elements, through which natural light can enter the interior.

At the front of the building, ideally to the right of the entrance, there is to be a huge communications wall. The standard size 8 x 8 metre wall is a real eye-catcher and gives a direct approach to customers. There are two possible variations: presenting new models on a large banner or a large LED screen. In addition to the five standard sizes between 4 x 4 and 8 x 8 metres, custom sizes will be possible, depending on the needs of the individual ŠKODA partner. The large ŠKODA Logo on the upper third of the wall is an integral part of communication wall. This will be lit up at night.

Another distinctive design element for all renovated ŠKODA dealerships will be a white frame running along the sides and top of the façade. The facing covers the entire façade and gives the building a clear optical structure. The area running horizontal to the white frame will be closed at the bottom with a narrow, green stripe, running over the entire width. The whole forms the perfect backdrop for the sign, consisting of the name of the dealership and the redesigned ŠKODA writing. The white frame indicates the main façade with the entrance area and should be clearly recognizable from the street. At night, an intelligent light concept provides illumination – naturally in ŠKODA-Green.

Customers shall enter the future dealerships through a newly designed entrance in ŠKODA-Green. Out of the hours of daylight, it will be illuminated in green to give a warm ŠKODA welcome. The entrance arch itself is not connected to the building, but rather serves as a free-standing element with its own foundations. The advantage of this modular solution is that it can be adapted to the individual needs of each dealership in terms of size.

For people to clearly recognize the dealership as a ŠKODA centre also, the side of the building will feature a large logo wall. The white façade extends almost seamlessly from the front panel in five modular increments of four to eight metres well over the side of the building, from floor to roof – similar to the communication wall on the building front, only without posters or the LED wall. Here, the ŠKODA logo is also illuminated at night.

All new design elements are modular and extremely flexible in their construction. This means that they can be adapted to the individual circumstances of the dealership. The new concept can be used simply for virtually any existing ŠKODA centre. The same is true of the future flags and pylons with the new ŠKODA corporate design.

Pure ŠKODA service centres will be fitted with some design elements as well, they will for example receive a sign saying 'ŠKODA Service' incorporating the new corporate design.

New ŠKODA Showroom: friendly, bright, inviting, customer friendly processes

Fresh colours, clarity, openness and transparency – this is also distinguishes the new interiors of ŠKODA dealership showrooms. Simultaneously the new concept allows fast, direct and easy communication with the customer. "The dealership is the central location of the customers' experience. This is where they come into direct contact with the brand and products. The new look is welcoming, approachable and modern. In short: Our cars and their modern design will be presented in an appropriate environment," says sales chief Eichhorn.

Interior designers placed the highest priority on functionality and clear orientation options for the customer. The design fully follows function. The ultimate goal: The customer is at the centre for all processes in the dealership, from the initial greeting through the sales pitch and the test drive to delivery of the vehicle.

On entering the dealership through the green lobby, customers will get their first glimpse of the new highlight wall directly across from the entrance. This is a central part of the showroom. The wall consists of two sections: at the top, the large ŠKODA logo; underneath there are graphic motifs that can be exchanged freely. The wall serves as a background for any current ŠKODA vehicle, known as the 'Hero Car'. This offers the respective dealer an attractive place to present to the latest models. The vehicle is exhibited on a prominently-highlighted surface.

The first point of contact for the customer is the welcome area, which, based on the new showroom concept, is located between the entrance and highlight wall. This is where customers will be greeted. Customers should not have to go looking for a ŠKODA representative first.

The newly designed waiting room is directly adjacent. This is where customers can take a seat on comfortable lounge furniture should they need to wait for a consultation. A well-equipped kids' corner is also going to be available. In addition, the interior designers have provided a brand wall, where there will be a coffee and drinks station as well as current merchandising articles and brand accessories.

The 'Car Configurator' is a new dimension of the interface between the customer and the dealer and is an important part of the new showroom concept. The configurator is viewed on an LED screen, where the customer can look through whole range of ŠKODA models and organise their personal preferences. This multifunctional and interactive tool (also available online) helps the customer with the decision-making process. It also provides a tool for the sales person, who can easily visualise all components of the car with the 3D software. The Car Configurator is a key showroom element and visible from the main vehicle display area.

All representatives' and consultants' workstations have been redesigned. These areas are well lit and feature warm wood tones and elegant white. A newly designed desk gives customers and representatives an open, personal space for discussion. The layout is less formal and more approachable. All representatives' workstations will ideally be located in close proximity to the vehicles on display in the dealership.

Implementation planned by the end of 2015

More than 5,000 suggestions from ŠKODA dealers around the world were included in the concept. The final concept has now been fully presented to all ŠKODA markets. The first dealerships have already changed over to the new design. Each individual country will have implemented this plan by 2015.