Customer-oriented, communicative, ecological: Germany’s first VW dealership to be designed according to the "new brand design" is located in Bingen the brand was built. the scherer group wants to use the location to focus more on people.
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the scherer group was the first VW dealer in germany to implement the brand’s new showroom CI. The "new brand design" for seat, skoda The new plant is the centerpiece of the "auto campus," which opened in early summer at the freeway junction nahetal in bingen, the company from the hunsruck region communicated. In addition to design aspects, particular importance was attached to customer friendliness and the smallest possible ecological footprint, explained company boss christian scherer.
The light-flooded architecture of the car dealership is no longer intended to focus solely on the vehicles, but also on the people who use them. A central highlight stage serves as an emotional eye-catcher, on which vehicles can be effectively presented in rotation. Numerous seating areas in gray and blue invite customers to linger and communicate.
"Configurator lounges" enhancing the customer experience
The transition to the consulting areas is smooth, emphasized Scherer. The "configurator-lounges, as the automotive entrepreneur calls this in-house development, are open to the sales area, but offer the privacy appreciated by customers thanks to ceiling-high partitions to the left and right. The screens on the partition walls are eye-catching. Scherer: "instead of a central configuration area, we have equipped each salesperson’s workstation with its own large-screen monitor. This gives customers the opportunity to experience the equipment variants digitally visualized in dialog with their advisor – right down to the smallest detail and at their leisure."
Scherer group – new VW dealership in bingen
The new car dealership is also expected to score points with 45 percent lower energy consumption and CO2 emissions compared to a k reference property. In order to cover the electricity demand, which also flows into an extensive charging infrastructure for the growing number of e-vehicles, scherer has installed a 450 kwp photovoltaic system on its roof. In order to store excess electricity and to absorb peak loads, a 200-kWh electricity storage system was also connected. When electricity has to be purchased on dark winter days, it comes exclusively from renewable energy sources.
The company underlines its sustainable energy concept with a specially constructed exterior wall with wood lamella cladding. "By using wood as a renewable raw material in our building, we not only want to create a visual contrast to the metal and glass materials that dominate the exterior, but also make it clear that sustainability plays a major role in our planning.", says scherer.
In addition to the new VW dealership, a new skoda dealership now also complements the "auto campus. It follows the familiar design guidelines of the czech car manufacturer. Six brands of the volkswagen group have now found a new home on the extensive site: audi, cupra, seat, skoda, volkswagen and volkswagen commercial vehicles. In addition to new cars, the showroom area, initially designed for 340 cars, will also feature quality used cars from the respective manufacturers – from "audi used cars plus" to "audi used cars plus" about "tradeport for VW commercial vehicles up to "the world car for seat, skoda and volkswagen -offers.
"Above expectations"
Scherer is pleased with the very positive customer response after the first few months: "Despite Corona, business after the launch has clearly exceeded our expectations. This shows once again that stationary retail plays an important role in our industry even in digital times." the decisive factor is that the customer is offered added value on site. This is exactly what the new VW showroom is also aiming at.
The Scherer Group currently has 32 dealerships at 20 locations in Rhineland-Palatinate, Hesse, Baden-Wuerttemberg, Saarland and Bavaria. In addition to the aforementioned VW Group brands, the portfolio also includes porsche and MAN as well as maserati. With over 1.900 employees, about 37.with more than 000 vehicles sold and sales of over one billion euros, the family-owned company, founded in 1937, is one of the ten largest car dealers in germany. headquarters is simmern. (rp.)