New shade of blue

F or car companies, brand association generally centres on the badge of the car, which more often than not is the company's logo. However, self-marketing can stretch beyond the front grille.

In a bid to generate wider brand recognition, car manufacturer Peugeot established its "Blue Box" initiative, which focuses on easy identification and uniformity of its franchise dealerships around the globe. The most recent example is Continental Car Services' new dealership in Greenlane.

The facility is dominated by a large, box-like structure, designed to be instantly recognisable as a Peugeot outlet. Its smooth minimalist design, striking blue colour and small windows set it apart from other car dealerships, says Richard Pitt, managing director of Continental Car Services.

"The intention is to create recognition as well as intrigue. Being solid blue on the outside and brightly lit from within helps draw customers toward the showroom."

A large part of the initiative includes co-ordinating sales, service, parts and finance together under the same roof and creating a customer-friendly environment, he says.

"We want to ensure that our customers feel at home when they visit. They are invited to relax in the cafe, which has an audiovisual area with plasma screen television and a viewing area through to service."

Inside the showroom, wood strip flooring is used to create pathways that direct foot traffic on a journey past the new cars and into other departments. Seating areas are situated throughout and appear impromptu, but the interior design took much consideration and is virtually identical to other "Blue Box" dealerships, says Pitt.

"Colour schemes and the materials used in the interior impress the distinction of the brand. Details such as the way the car displays appear like an exhibit are designed to make a visit to the showroom an experience," he says.

The Greenlane site is the largest Peugeot dealership in the Southern hemisphere. The company also has a second dealership situated located on the North Shore.

Continental Car Services is the largest multi-franchise European car dealership in New Zealand. The company sells, services, provides parts and finance for brands including Alfa Romeo, Audi, Chrysler, Ferrari, Fiat, Jeep, Maserati, Peugeot, Porsche and Volkswagon.

For more information, contact Continental Car Services, 227 Great South Road, Greenlane, Auckland, phone: (09) 526 6950, or visit the website: www.ccs.co.nz.

Story by: Trendsideas