Volkswagen to open first mall concept at Birmingham's Bullring
Volkswagen has chosen Birmingham’s Bullring for the opening of its first store in a shopping centre.
The new retail concept will offer shoppers the opportunity to browse and buy from the Volkswagen range of passenger cars in an environment where they shop regularly. The company hopes to benefit from Bullring’s annual footfall of 36 million and its position in the heart of the UK’s second largest city.
Partnering Volkswagen in the project is Johnsons Cars, which was formed in 1999 and has run Johnsons Volkswagen Retailers in the Birmingham area since 2004.
Designed by retail design agency Dalziel & Pow, the store features a variety of displays that highlight Volkswagen’s advanced in-car technology. Shoppers will be able to experience the cars first hand by sitting in the various Volkswagens on display.
In addition, there will be a dedicated test drive area for the store just a short walk away.
As well as ordering a new car, customers can opt to purchase a used car from Volkswagen’s Das WeltAuto approved used car scheme at the store.
Alison Jones, director of Volkswagen Passenger Cars, said the store is very much a long-term pilot that the company will learn from.
She added: “The store allows us to try out new ways of bringing our cutting-edge products and technologies to the public in their usual retail environment. It is all about presenting our cars and services to the public in a place that is really convenient for them, and it will sit alongside the wide network of Volkswagen Retailers across the UK that represent the heart of our business.”
Johnsons Volkswagen Bullring Birmingham will open its doors to the public on Friday 7 July.
Michaela Moore, general manager of Bullring Birmingham, said: “Volkswagen joining the centre is a real coup for us. We were excited by the new store concept and, with their additional offering of onsite test drives, we think it will be a real hit with our shoppers.”
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