As Volkswagen Retailers across the UK undergo a transformation to ensure they offer customers the warmest welcome and the highest quality standard of service, a number of new sites have also been constructed. These ‘destination sites’, which take customers seamlessly from the award-winning www.volkswagen.co.uk website into the showroom, are proving extremely popular with customers and staff alike, and the construction of the biggest and most impressive of all of these sites, the new Volkswagen West London, is now well underway.
After several years of planning, work on the new three storey site located next to the elevated section of the M4 motorway in London began in February. Since then construction has progressed on schedule, with the new site due to open in November.
Customers will access the flagship retailer from a car park on the ground floor, from where they go up to the first level showroom. There is space inside for 30 new cars as well as over 60 used cars, while all Volkswagen’s technology for new and used car sales and servicing will of course also be at hand.
Sales staff will use the latest iteration of the Digital Showroom iPad app, which is now live across Volkswagen’s UK retailer network, to enable customers to see at a glance the latest options, technology and offers as well as check stock. A number of models will also be equipped with ‘Model 360’ which uses sensors on the showroom cars to communicate with the iPads and when pointed at an appropriate position on the car to demonstrate a particular feature or option. This could be, for example, Volkswagen’s Adaptive Cruise Control or Park Assist systems which are standard on many models but impossible to demonstrate in a showroom environment.
Service bays, as in all new Volkswagen Retailers, will be a far cry from the long held perception of an oily garage. A bright, white, clean, modern and comfortable environment will greet customers bringing their car in for service, ensuring the quality of aftersales care matches that of sales.
Commenting on the new West London site, which will be part of the Inchcape group, Head of Customer Quality and Network Development, Spencer Clayton-Jones said: ‘The work at West London is progressing well and its construction is a key milestone in our network development plans. Securing a modern, state-of-the-art retailer in West London not only demonstrates our commitment to the area, but also guarantees customers in the area the quality of welcome and service which they expect from us.
‘New car customers now do so much research from home via the internet – “the clicks” – but we know that “the bricks” are still equally if not more important. The real world sales experience must match, if not exceed the expectations which people have of our brand and that’s why our new buildings are key to our future success,’ he concluded.
Well-trained, experienced and high quality staff are the final crucial link in the chain and the new site is likely to create new jobs in the area for suitable individuals.
Volkswagen UK is one of the country’s largest importers, accounting for almost one in ten of every car sold. The company sells a wide range of vehicles which range from compact city cars through the best-selling and renowned Golf, Polo and Beetle models, to luxury saloons and 4x4s.