More than 80 percent of eligible dealers are enrolled in dealership update program
DETROIT – Buick and GMC customers nationwide are discovering how a more welcoming dealership atmosphere enhances the experience of buying a new car or servicing a vehicle. More than 1,900 dealers, many in major markets, are showing the way.The ongoing dealership image enhancement program includes a new exterior façade with updated signage, a bright and airy showroom featuring a customer greeting station, and a customer lounge with free Wi-Fi. In some cases, a café or salon is part of the experience.
The changes are important because both Buick and GMC currently attract more than 40 percent of their buyers from brands outside General Motors.
Gensler, a leading global architecture firm, is helping Buick and GMC marry the new design details with each dealership’s existing building.
Paul Masse, owner of two Buick-GMC stores in New England, has completed one dealership update in South Kingstown, Rhode Island, and is in the process of revitalizing another store in Woonsocket.
“The design group from Gensler did a great job with the colors and appearance,” Masse said. “It really does bring in a new type of customer.”
And Masse’s customers are noticing the differences.
“This new store provides such a comfortable place to buy and service a vehicle,” said Crystal Montgomery of East Providence. “This dealership takes quality to a whole new level.”
To date, more than 170 dealers have completed the image enhancement program. Combined with the number of stores at various points in the process, 1,900 Buick and GMC dealers are involved. By the end of 2013, more than 2,000 buildings across the United States will be fully revitalized.
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