“Luxury shoppers today expect a certain level of treatment when purchasing a vehicle,” said Brian Sweeney, U.S. vice president of Buick & GMC sales and service. “Those expectations are now being met at many Buick and GMC stores around the country.”
The image enhancement program, as it’s called, will boost the stores’ image by adding a new exterior façade with updated signage, a bright and airy showroom featuring a greeting station and lounge with free Wi-Fi. You may even find a café or a salon in a few locations — pretty fancy stuff.
So why did GM feel the need for an enhancement program? It’s because Buick and GMC attract more than 40 percent of its buyers from brands outside General Motors. So far, about 170 dealers underwent a face-lift through the image enhancement program. Right now, 1,900 Buick and GMC dealers are involved, but by the end of 2013, that number will grow to more than 2,000 across the U.S.
“These aren’t just new faces on old buildings. We’re creating the complete and convenient dealership experience that attracts these buyers,” Sweeny said.