Holden upgrades dealers in “Dealership of the future” project and refurbishes Lang Lang Proving Ground
The Holden name might be around for a while yet, with the Australian subsidiary of General Motors – Holden – revealing a new look for its dealer network.
Holden has spent 12 months researching and testing what would work best for its dealers. And under the “Dealership of the Future” program, shoppers will be treated to better customer service, they’ll be able to choose what car works best for them by way of massive LED screens, there’ll be concierge services, airport style lounges and Holden has even teamed up with Nespresso so customers can pick up and drop off coffee pods.
Naturally, the dealers will get a new, more sophisticated look inside and out.
The project will be rolled out over the next three years, at cost of $150 million. The first dealerships to adopt the new look will be Callaghan Holden, Warnambool and Village Holden, North Lakes in Brisbane. It is estimated up to 10 dealers per month could be overhauled in 2018.
Holden Chairman and Managing Director Mark Bernhard said “Holden is evolving our brand to appeal to a broader audience and nothing is more important in this journey than dealerships – they are the front line of our great brand”.
“The experience people have at Holden dealerships is a key part of repositioning the brand in the hearts and minds of today’s Australians,” he said.
“Our ‘Dealership of the Future’ project is our opportunity to re-imagine these retail spaces and create a competitive advantage through exceptional customer experience and design.
The historic Lang Lang Proving Ground is getting a $7 million facelift, with Holden committing the funds to resurfacing the 4.7 kilometre test track. The $7 million cash injection is on top of the $8.7 invested for a new emissions lab.
Lang Lang is an important part of the GM empire, as it serves as a development bed for not only all vehicles that wear the Holden badge, but many vehicles that fall under the Chevrolet, GMC and Cadillac nameplates.