Mazda Ready for Revamp!!!!!!

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Mazda Ready for Revamp!!!!!!

Postby drumtochty » Sun Oct 27, 2013 9:13 pm

Mazda has told its franchised retail network it is ready to implement a complete showroom revamp that has been on hold since 2008.

Guidelines for the new corporate identity are due to be published in late November and dealerships will have until December 2015 to comply, with an interim date of December 2014 for those showrooms which do not yet have the right tiles and furniture.

Peter Allibon, Mazda sales director, told Auto Retail Agenda the new look would cost “tens of thousands of pounds, rather than hundreds of thousands” and the company would be flexible about its introduction; but the new standard will be a franchise requirement.

“We recognised that 2008 was not the right time to push for this change and we have held off,” he said. “But our showrooms are beginning to look a little bit tired and it is time to bring them into the 21st century.”

The new identity will involve signage, a new showroom environment and displays that “make the car the centrepiece”. It has been piloted at Donalds Mazda in Bury St Edmunds and has already been installed in recent openings in Croydon (Drift Bridge), Harrogate (Stoneacre) and Derby (Beechwood).

The changes have been introduced to the network at a series of six regional meetings in the last couple of weeks and Allibon said they were “eagerly awaited” by many in the network.

“It wasn’t a hard sell; they are starting to make money and can see a good future ahead with a good product range coming,” he added. “The showrooms need to move towards a more premium experience without ridiculous expense.”

Mazda has been trimming its retail network to boost throughput and improve profit margins. There are currently 136 sales points and Allibon said he would like to achieve an average retail volume of 200 cars per year by 2015.
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