Tuesday, August 12, 2008
New look and feel for Honda’s network
Inchcape’s new Honda dealership in Romford, Essex, will be a pilot site for the carmaker’s new European corporate identity.
The showroom features new interior design, radically different exterior signage and a distinctive build structure. The site also becomes a test bed for environmental facilities – in keeping with Honda’s brand values – which include using recycled water and heating via a ground source pump.
“We want to assess how dealers and customers react to these changes and make any adjustments,” said Bernard Bradley, Honda UK general manager cars. “It will be rolled out over the next two to three years.
A number of dealers will have to move location to meet the growing demands on service bays, car bays and parking space. Between now and 2015, the network will undergo “significant investment”.
Honda believes the corporate overhaul is necessary to ensure its retail facilities match its aspirations of becoming an upmarket brand. The buzz phrase is “alternative premium”.
DATED: 12.08.08
FEED: AM
