DELIVER YOUR BRAND STRATEGY CONSISTENTLY ACROSS YOUR ENTIRE SHOWROOM PORTFOLIO

“Facilities are part of the customer experience. The customer experience drives loyalty and loyalty drives sales... having nice clean, well branded facilities matters to the customer and makes sense”David Kelleher, Director of US Market Representation for Ford and Lincoln(Automotive News)

PRESERVING A STRONG BRAND IS VITAL TO AUTOMOTIVE COMPANIES TODAY

It’s what will secure you the sale and ultimately keep your profits healthy. An ambitious and exciting brand

strategy is vital, but agility and scalability are integral to delivery and this is what will guarantee you the

success. How can you ensure your brand plan is realistic and fit for an efficient and successful roll out?

The brand is a promise to your customer of what they should expect and what lifestyle choice they are

investing into. The last thing you need is to break that promise and to see it fall down at arguably the most

important touch point within the customer journey, the showroom. It is important to emphasise for the

network managers that we understand their drivers - the need to acquire new and retain existing customers.

The dealership is the START of the relationship in some ways. How can this dynamic industry ensure that the

customer experience is seamless across all aspects of the customer journey to safeguard a sale?

WHY IS IT SO DIFFICULT TO ACHIEVE BRAND CONSISTENCY IN THE AUTOMOTIVE INDUSTRY?

SO WHAT IS BEING DONE TO OVERCOME THESE UNIQUE SET OF CHALLENGES AND WHAT CAN WE LEARN FROM OTHERS IN THE INDUSTRY?

WE ALL KNOW IT’S IMPORTANT SO WHAT CAN BE DONE TO MAKE IT ACHIEVABLE?

The industry is trying many ideas, for example...

Ford considered brand consistency so important to their strategy last

year that they agreed to match their dealers’ spend on their showroom

renovations, dollar for dollar.

But it is not only the mainstream brands such as Ford that have adopted

this approach. The luxury car brand, BMW has recognized the need for

an enhanced customer experience, and taking the lead from Apple has

created a product genius role to work alongside the salesmen in the

showrooms. Motivated by customer satisfaction, the product genius

can educate the customer on the many different product variations

allowing them to make informed purchase choices.

IT’S TIME TO TAKE THAT PLAN AND TURN IT INTO A REALITY...BUT HOW?

`

DO YOU WANT TO LEARN MORE ABOUT HOW TO DELIVER A CONSISTENT BRAND ACROSS YOUR ENTIRE PORTFOLIO?

NAME

JOB TITLE

COMPANY

EMAIL ADDRESS

TELEPHONE

FURTHER INFORMATION

SUBMIT FORM

arcadis.com/automotive