THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
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.

GENERAL MERCHANDISE

Volkswagen to open first mall concept at Birmingham's Bullring

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.”

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy