Holden entered a new era as the Elizabeth assembly plant fell silent in last month. On Monday, the brand announced its latest step forward with a $150 million ($114 million USD) joint investment for its national dealership network. The investment comes from both Holden itself and the dealer network.
The “Dealership of the Future” program began rolling out nationwide this month and will wrap up after three years of planned improvements. The first dealers to feature the new look and amenities are regional Victoria (Callaghan Holden, Warnambool) and metropolitan Brisbane (Village Holden, North Lakes). More dealers will open with the revised design by the end of 2017 and the program will continue into 2018. Holden said as many as 10 re-branded dealers will open each month.
The updates include new signage and integrated design colors, but more changes will be present inside. An airport-style lounge layout will take center stage complete with a concierge service. After-sales personnel will be integrated with customers in the main showroom and LED screens will help buyers visualize cars with cutting-edge technology. Finally, dealers will gain Nespresso cafés through a new partnership.
As mentioned, dealers will undergo the transformation during the next three years, which will complement a slew of new product launching at Holden by 2020.