30.10.2006
GM Europe launches new dealer Corporate Identity

GM is launching a new dealer Corporate Identity (CI) program throughout Europe. The rollout involving approximately 9,000 dealers, started this month and continues until 2010, with most dealers converting to the new design in the 2007 to 2009 timeframe.

These numbers exclude Vauxhall brand dealers as a similar program is already being rolled out in the U.K.

The new exterior signage, featuring blue transparent glass and a unique printing technique, combines the brands - Saab, Opel and Chevrolet - in one coordinated look that is cost-effective and flexible. No matter whether the dealership represents one, two, or all three brands, only one pylon is needed for logos and can easily be expanded to accommodate additional GM brands. Functional, high-quality interiors and displays include counter systems with atmospheric illumination and multi-media screens, retail display systems for catalogues or accessories, car data stands, sales consultant islands, brand walls and a display platform to feature new cars. The interiors clearly convey each brand’s identity and utilize brand-specific ‘signatures’. For example, within this group brand approach, Saab continues the roll-out of its “Unlimited” dealer showroom CI, which has already been implemented by about half of its dealerships.

“The newly developed group design is clean and its technically advanced look and feel communicates the right quality standards. It raises the bar for retail environments in the European automotive scene in a way that is both flexible and affordable for our retailers. This is a further important step in strengthening our European business,” says Jonathan Browning, GM Europe Vice President, Sales, Marketing and Aftersales.

In total, the combined GM and retailer investment in this program will reach more than €400 million over the life of the project.