Motor Retail Facilities Shift Up a Gear

Graham Frost
Faithful+Gould has a long standing relationship with Sytner from working as employer’s agent and cost management of their turnkey construction process in the delivery of their dealerships. All demonstrating an excellent understanding of their needs.

Sytner Group specialises in prestige cars, and its customers and the manufacturers they represent expect impressive showrooms. My employer's agent and cost management role ensures best practice delivery and best value on those facilities.

Sytner Group operates across more than 100 full service UK dealerships, representing 20 of the world’s most desirable car manufacturers. Like all high-end motor retailers, the Group seeks to invest in its premises and technology, to offer the best sales and after-sales experience for customers.

A car is one of the most expensive purchases we make and our perceptions of quality are affected by what we see in the purchasing environment. Today's showrooms play an influential role in purchasing decisions, and dealerships and manufacturers therefore seek top-performing facilities.

Showrooms are typically located on highly visible sites with good access to main transport routes and eye-catching frontages. Display of the car range is important and the layout and orientation of sites and display areas have a major impact on sales – and may also be dictated by manufacturer’s brand compliance requirements.

Sytner Group operates across more than 100 full service UK dealerships, representing 20 of the world’s most desirable car manufacturers.

This is a competitive environment and companies like Sytner Group are constantly reviewing their facility provision. Dealership environments are usually updated just as frequently as the cars they house. Older buildings may need replacing, and growth needs must be accommodated.

For car manufacturers, implementation of brand standards across retail networks is critical, and dealerships must respond to this. Manufacturers’ pre-determined corporate specifications and finishes are reflected in the car showroom design and Sytner themselves have their own high standards that must be reflected in their dealerships.

New merchandising concepts, with the integration of digital media in the dealership, continue to enhance the customer experience. Digital media now transforms static areas into interactive experiences for the customers providing a sweeping range of information.

Customer comfort is high on the list of customer expectations, with cafes areas and children’s plays areas. Aftersales service is a very important part of the business model, with these located in prominent parts of the Showroom and integrated with the Customer Café area.

New merchandising concepts, with the integration of digital media in the dealership, continue to enhance the customer experience.

We have worked with Sytner Group since 2002, developing a close relationship which underpins an excellent understanding of their needs. As well as employer’s agent and cost management of their construction process, we also manage the showroom fit out process. Sytner has preferred suppliers for fixtures and fittings; we liaise with each supplier, ensuring that they are part of our overall programme, and that efficient delivery takes place. Programme pressures are very much part of the project. Facilities need to be ready for March and September new registration dates, so it’s vital that we keep the programme on track.

Some of our most recently completed projects include Sytner’s new-build flagship Jaguar Land Rover dealership in Stockport; the refurbishment of the seven-storey Audi Dealership in West London; pre-delivery inspection facilities at a considerable number of UK locations; 10 Mercedes- Benz brand updates and refurbishments at Huddersfield Audi and VW Leeds. We also have ongoing involvement with the current on site delivery at Derby Audi, Harrogate Audi and Audi Reading. In addition to the historic projects and those on site, we are also engaged on a roll out programme to upgrade all Jaguar and Landrover facilities to new corporate standards over the next few years.

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