30.1.2003
Vauxhall unveils new brand center

The first of Vauxhall's new brand centers was officially opened in Luton this week with guests from major companies and opinion makers from across the region and beyond.

The new center was developed following extensive research with consumers about what they do and don't like about the process of buying cars in Britain today. With the opening of its first Brand Center, Vauxhall will turn car buyers wishes into reality.

Vauxhall Chairman Kevin Wale said: "These new centers are all about choice - with more opportunities to see, to touch, and drive our great product. Buying a car or van comes second to a house in terms of big decisions so we want to make it as enjoyable as possible. Our research showed that people wanted somewhere they could relax at the same time as seeing as many vehicles as possible."

Internet pods at the new center in Luton are at the heart of a "no-salesperson zone" which will allow the public to read brochures or surf for more information before making decisions. "Turn-up and jump in" test-driving is also a feature with the ability to try out the range of demonstrators available.

Kevin Wale said: "The launch of the new brand center epitomizes the fact that while we are celebrating being at the heart UK motoring for 100 years we are looking to the future with some very innovative ideas. We have worked with consumers to create this blueprint and see this as a model for major markets throughout the UK."

Launched at the Brand Center is Vauxhall's new retail corporate identity including signage and interior design. Over the next three years, all of Vauxhall's 470 dealer sites will be upgraded with the new "look".

Bill Parfitt, Vauxhall's Executive Director of Sales and Marketing said: "This is the first major change in our retail corporate identity for 13 years. The new design confirms a bolder more confident look and will be cost effective for retailers to install."