The wraps came off the first showroom to wear the new corporate identity this week, topping off the new Holden showroom for the Village Motors Group that is finishing construction on a greenfields site in Brisbane’s North Lakes.
Holden’s director of Future Dealership Experience, Narelle Stack, said the North Lakes dealership was the first site to adopt new external signage “which is just the first phase of the program”.
She said that multiple sites are expected to have their external signage completed by the end of the year.
“We’re calling this program the ‘Dealership of the Future’ as we believe our dealerships will create infinite possibilities for our customers,” Ms Stack said.
“While you’ll see a new look to Holden dealerships right across the country, the program goes beyond how we look.
“The Dealership of the Future program aims to provide exceptional customer experience by reimagining our processes, upskilling our people, utilising smart technologies and reinvigorating our spaces to empower our people and our customers.
“Holden dealerships are destinations to experience the Holden brand.”
Holden, in a statement, said the “reimagined Dealership of the Future will offer a more immersive, personalised and transparent experience for our customers, their families and community to discover the possibilities created by our brand”.
“Holden engaged third-party, Australian design specialists as well as the GM Detroit design team to design a suite of internal and external signs and wayfinding that matches the new brand intent for Holden,” the statement said.
“The design brief was centred around Future, Premium and our new Holden brand, whilst the aesthetic focuses on being gender neutral, understated, yet elegant.
“Through vigorous testing, feedback and the production of prototypes, the final design was confirmed.”
By Neil Dowling
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