design constrain in auto showroom

Design Constrains in Automobile Showrooms P a g e | 1

Department of Architecture, College of Engineering Trivandrum 2010

Part 1: INTRODUCTION 3

1.1 Introduction 4

1.2 Hypothesis 6

1.3 Aim 6

1.4 Methodology 6

Part 2: THE SHOWROOM 7

2.1 Components of a showroom 8

2.2 Important aspects that apt to be missed out 11

2.3 Methods of display 13

Part 3: CASE STUDIES 15

3.1 BMW Welt, Munich, Germany 16

3.2 The Mercedes world at Salzufer, Berlin 20

3.3 The Mercedes museum at Stuttgart, Germany 21

3.4 Inferences form literature case studies 24

3.5 The Hyundai Showroom of Hilton, Trivandrum (Bye-Pass Road) 25

3.6 The Hyundai Showroom of Popular Group, Trivandrum (Karamana) 28

3.7 Comparing the two 30

Part4: RECOMMENDATIONS 30

4.1 The green showroom 32

4.2 The brand terminal 34

4.3 New dealership trends 36

4.4 The test track 37

Part 5: CONCLUSION 39

Annexure 1 43

Annexure 2 45





Part 1: Introduction



1.1 Introduction

Motored vehicles in human life dates back long ages. From being

just a luxury piece for owners back in its early days, an automobile has

grown in role, slowly turning itself into a necessary member of every family.

A motor vehicle has come to being owned by the poor as well as the rich.

The rich many times indulge themselves in the luxury of owning more than

one single vehicle.

With the significance of automobiles rising, we have slowly started

creating and dedicating spaces for automobiles. The significance of an

automobile can be realised by observing the spaces that have been and

are being conceptualised, designed and constructed exclusively for

automobiles.

Car showrooms in today‟s world are much more than a place to

portray the cars of the concerned manufacturer. It is as an important link

that connects the car manufacturers to their potential customers. A car

showroom is a place that brings the cars of various makes, designs and

models before the consumer and provides with a real opportunity to know

about them. Be it the features, the specifications, the design, colour and the

accessories, one gets to know all of this and more about the cars in a car

showroom. A car showroom serves an important purpose by imparting to

the potential owner, a feel of the car, irrespective of all the advertisements

and publicity.

A car showroom serves an important purpose by imparting

the potential consumer a feel of the car.Irrespective of all the

advertisements and publicity,the car sales can happen and increase only

when the consumer gets to see the car on his/her own. A showroom is

opened to provide an amiable and pleasant ambiance to the potential

customer. In addition, all the queries and information s/he can have with the



sales associates at the car showroom. Further, the test ride opportunity is

also available at most of the leading car showrooms.Best car showrooms

take care of each and every need of the visitor viz-a-vis car purchase

A vehicle after its purchase becomes another member of its owner‟s

family; hence, the experience of its purchase is one that would last in the

minds for more than the lifespan of the vehicle.

An automobile showroom performs a merchandising and

advertising function for the entire manufacturer, and is hence the most

important space in the dealership. The exterior should be designed,

decorated and lighted so it will stand out from the surroundings in an

appealing way as well as identify the business quickly and be inviting to the

potential customers. It influences not only a customer‟s original evaluation

of the facility as a place of business, but also his continual impression of it.

India doesn‟t have many automobile manufacturers of its own. Most

of the Indian market sees automobiles of a foreign make. Many dealers and

distributors take up tenders to help sell cars for the manufacturers. The

manufacturer has no showroom of its own in India. Even Indian

manufacturers sell their vehicles by means of the various distributors acting

in the market.

The manufacturers however have a set of rules and conditions that

the dealers have to follow in order to own a showroom. The rules specify the

nature of service, requirements etc. the rules also specify the details of the

showroom the dealer may own. If and only if the dealer is capable of

satisfying all the rules and conditions is he/she entitled to own a showroom

of that particular manufacturer.

The various dealers prominent in Kerala are, The Hilton group,

Popular Motors, Marikar Motors, MGM and, Deedi to name a few.



1.2 Hypothesis

This dissertation shall be based on the following few hypothetical

facts. These would help guid the study.

o With all the details and specifications for the showroom pre-decided by

the manufacturers, the role played by Architecture in the success of a

showroom is negligible.

o In the eyes of a customer, the showroom is a space where one

feels/experiences his vehicle the most apart from the times he is with it

on the streets.

o The glass façade for a showroom helps in attracting more customers

and thereby helps improve sales.

o Showrooms can only be limited to indoor spaces.

1.3 Aim

This dissertation shall be aimed towards formulating guidelines and

exloring techniques in architecture that would help in making a showroom

more successful, and in the process also proving the significance of

architecture in the success or failure of an automobile showroom.

1.4 Methodology

The various factors to be considered in the basic design of a

showroom shall be examined w.r.t the interiors and the exteriors of a

showroom.

Critically comparing the architecture between two showrooms of the

same manufacturer by different dealers would help understand the role

architecture plays in the success of the showroom.

Litrature case studies would give an idea about the trends and

techniques that are in practice inside as well as outside India.



Part 2: The Showroom



2.1 Components of a showroom

A modern day showroom serves serves more than just imparting the

potential consumer a feel of the car. It a complete automobile business

center. Sales, licencing, insuring discussions negotiations etc. all come

under the shelter of a modern day showroom. In addition to purchase

related activities, some manufacturers have also gone to extents of making

showrooms an assembly line, where one can customise the vehicle to suit

his/her tastes. A showroom in turkey also has a track on its uppermost deck

for test driving the vehicles. Innovative thinking towards better marketing

would give numerous additions to a showroom. However, the basic needs

and aras involved in a present day showroom can be listed.

2.1.1 The display area

This is the most important part of the

showroom where the pottential customer

actually sees/experiences his car. The display

area can cover upto 50% of the showrooms

space in some cases.

This also is the area into which the

visitor enters at first. Ensuring maximum

visiblity of the display area from the exteriors

adds to the success of the showroom.

This area is generally maintained barrier free sothat the visitors can

move about freely in the space, and is more comfortable in analysing the

vehicle. This space would be closely associated with other spaces which is

concerns the visitors.



Care to the last detail is taken in the design of this space. All other

spaces in a showroom help support this space and its function.

2.1.2 The visitors lounge

This is a space provided in a

showroom which allows to seat visitors before

being attended to. This space can have in

itself facilities like that of a television etc. A

small coffee shop can be associated with this

space.

Some manufacturers also include a

kids play area near this space. It helps in

generating a better impression and makes the customers feel more

taken care of.

Business related negotiations are

carried out on various discussion tables that

are provided, generally within the display area.

The seating for these tables could vary

between 2 to 4.

2.1.3 The office space

The office space is the area where the

officials of the showroom are housed.

Documents, records, finances, HR, meeting spaces, managers, and

other related spaces come within this zone.

These spaces are generally kept out of bounds for the visiting

customers. However there are some portions of the office are opend



to the visitors, as these spaces allow the visitors to take decisions and

negotiate.

The office space could also house meeting and conference

rooms which could be used by the staff for offficial meets.

2.1.4 The accessories store

This is a space associated with both the

display as well as the office space. Here is

where the manufacturer showcases additional

fittings that can be put on the automobile, and

hence help customising the vehicle to suite his

taste. Showrooms like that of Audi also sell Audi

merchandize like clothing, bags etc wirhin the

showroom. This is a very important space in a

showroom as this space helps in completing the

purchase of the vehicle. A vehicle without its

accessories is incomplete.

2.1.5 The service area

This space is one of equal signifince as

the display area. This area is associated with

the after sales service of the vehicles. It also

covers a large area of the showroom. This area

sees a dlot of technical detailing, and special

attention to safty has to be paid to this area

during design.



Special care is to be taken in ensuring proper ventilation and

lighting. The service area also has a separate and defined entry. This

space would also have with it a small waiting area for the customers.

The service area could also function independent of the showroom.

2.2 Important aspects that apt to be missed out

2.2.1 Lighting

Lighting in a showroom is one of the

most important aspects of a showroom that has

to be given due attention during the design

stage. Lighting can completely transform a

space and help produce remarkable results.

Providing the space with Dramatic

lighting helps make the product in the

showroom or up on the stage stand out. It draws the customer's eye to it.

When selling a car in a showroom, lighting the car brightly, and lowering the

lights around it helps make the car sparkle and

reflect the light, thus making it stand out. The car

shouldn't be too bright, but just warmly lit. The

darkness around the edges of the car will serve

to highlight it. Having a solid, dark colored

backdrop behind the car helps contain the light

that has been projected. This technique allows

in bringing about dramatic effects not just to the

vehicles but other products in the showroom as

well.

Day light utilization must be taken into consideration, as there is

generally a vast glass façade that allows in large amounts of natural light.



2.2.2 Colour

The colour used in the showroom should not dominate the presence

of the car, rather, they should contribute to it and compliment the

appearance of the vehicle. Colour can be effectively isef to create moods,

and to enliven the spaces. Where warm colour create a friendly more cheery

atmosphere, cool clolur impart a calm and serene feel.

The colours for the flooring can act as a backdrop for the cars

especially when the showroom has a mezzanine floor, as the cars could be

viewed from the top, hence special care must be taken in this aspect too.

2.2.3 Materials

FLOORING

Common materials used for flooring include vitrified clay tiles (gloss

and matte), thin set epoxy terrazzo and variations of it, terrazzo flooring,

marble, granite, wood, and stone. The materials should be so chosen that

they match the scheme and theme of the showroom. Materials can be used

in combination with one and other so as to bring about a contrast.

WALLS

There are many types of wall coverings, these include wood

paneling, fabric, stone, mirrors, tiles, rough boards, brick in fact any material

imaginable. Again the materials should be so chosen that they match the

scheme and theme of the showroom. Paint is the cheapest means of

decorating walls and can be used to bring about textures and various

effects in colour.

CEILLINGS

In showrooms with less height, the treatment given to the ceilings is

very important. All the treatments and claddings for walls can be provided

to the ceiling as well. When used innovatively, they can produce striking



results. Steel beams can incorporate different patterns and perforations

which can make a huge difference.

2.3 Methods of display

2.3.1 Cars displayed on the floor level of the display

This is the most common manner in which to display the cars in a

showroom, as it requires the lesser amount of space and the

maneuverability of the vehicles in and out of the showroom is convenient

too. It also allows versatility, as cars can be moved around to fill in gaps

when not all the cars are displayed in the showroom. There is however a

drawback in this kind of display, which is the difficulty in creating spaces

that are exciting; also one has to heavily rely on lighting to enhance the

appeal of the vehicle.

2.3.2 Cars displayed in elevated platforms and turn-tables

Cars when displayed on elevated platforms or turntables are, literally

„on display‟. These cars become focal points and help grab attention. These

kinds of display provide the cars displayed with a unique space for itself.

Such spaces are generally put up for product launches and similar events,

where the display object is the prime subject of the event.

Cars displayed on turntables occupy a lot of space, as each car

requires a circular space, the diameter of which is much more than the

length of the vehicle on display. The turntables rotate slowly to allow

observer to see the car from all angles, this feature lends an element of

dynamism to the display object.



2.3.3 Cars displayed on ramps

Cars are usually displayed on ramps when the exhibit area has a

large height and has mezzanine areas to display the vehicles; provided

there is adequate space on the ramps leading to the mezzanines; doing so

helps make even the circulation spaces interesting.

In many cases, ramps simply leading to platforms on higher levels

are used as display spaces to maintain a sense of continuity and to

generate interesting dimensions in the showroom.

2.3.4 Cars displayed on different levels

This mode of display is a very easy method which helps convert a

potentially boring and flat display space into a one that is more dynamic

and interesting, displaying cars on different levels and at different angles

allow viewers a wider range of viewing options, many of which would be

unconventional and unique.



Part 3: CASE STUDIES



3.1 BMW Welt, Munich, Germany

BMW Welt is a multi functional customer experience and exhibition

facility of the BMW group, located in Munich, near the BMW headquarters. It

has been designed to present the current products of BMW, be a

distribution center for BMW cars, and offer an event forum and conference

center.



Architecture of the BMW Welt.

A structure with flexible and transparent rooms: In December 2001,

following in-depth debates, the board of the BMW AG has voted in favour of

the architectural concept by COOP HIMMELB(L)AU. The outstanding

concept of the BMW Welt is

characterised very much by the

unique roof structure and the so-

called Double Cone.

The 16,000 m² of cloud roof

which emanates from the forming

Double Cone is only carried by twelve

hinged columns and creates the

impression that it is floating. In its

basic system, it consists of an upper

and a lower girder grillage with a

basic grid of five by five metres.

Between the layers, diagonal struts are inserted which link the two layers of

girder grillage, hereby creating a spatial supporting structure.

The Double Cone which protrudes prominently from the entire

building acts as a powerful and dynamic eye-catcher. The cyclone made of

glass and steel, winding

upwards, ending in the roof

which is suspended freely,

floating just like a cloud, is

created by a dynamic

deformation of the two girder

layers and constitutes one of

the main supporting points of

the roof.



The architectural concept of the BMW Welt combines form and

function. This is shown in the elegant steel facade, for example, which serves

the function of air-conditioning the BMW Welt, among other things. For this

purpose, the solar energy which is lead from the roof to the facades

contributes to the heating of the building and the ventilation of the building is

also implemented with the large wall areas. Enveloping surfaces made of

glass create a thermically comfortable surface temperature. Vegetation

outside, specifically near the natural ventilation elements bind dust particles

and also have a cooling effect.



The BMW welt offers

many facilities which include

various restaurants,

auditoriums, merchandize

store, club restaurants,

coffee bars and a vast

exhibition space.



3.2 The Mercedes world at Salzufer, Berlin

Although this

case study is an

extreme example of

dealership, it has

several unique facilities

that can be studied

and used in any

dealership on smaller

scales, to enhance the

customer‟s experience.

The owners of this

dealership proclaim it

to be the „showroom of

the future‟, and one

could easily concur

after realizing the sheer

magnitude of the project. This is a showroom, brand, and events center all rolled

into one. The many attractions offered here enhance and enliven the experience of

visiting the site for all their customers and visitors. The combination of a vehicle

showroom, a brand and an event center, over a total floor area of 35,500 sqm.

makes the Mercedes world at Salzufer a public meeting place of considerable

scope. More than 200 events have been held here each year since its opening,

attracting people from all cultures and social groups, arts, politics and business.

The particular ambience of the Mercedes world owes its harmony of spaces

to technology. Visitors can view more than 300 exhibits as they stroll around a total

area of 14,000 sqm. They also get to view two climbing walls 20m high which are

water features.



3.3 The Mercedes museum at Stuttgart, Germany

Sublime architecture for

unique automobiles: UNStudio

developed its basic design

around a simple, geometric

figure of three loops that turn

endlessly around each other,

rather like the three-leafed-

clover structure of the nearby

road intersection. Instead of

radiating outwards, however,

the museum routes unwind

slowly down a timeline that guides the visitor through nine levels - from the

invention of the automobile to present-day reality in the entrance hall below.

An outer skin of aluminum and glass lends the building an air of

transparency and weightlessness - despite its 110,000 tons. The polished

aluminum panels intertwine like strips of ribbon, while the darker glazed

areas, consisting of 1,800 individual panoramic glass panes, mysteriously

draw the mind‟s eye into the interior.

The interiors

Nothing about the architecture of the Mercedes-Benz Museum is

quite what one expects For a start, visitors are Immediately transported by

one of the central bft In the entrance hall to the top level of the 475-meter-

high building. From this starting point they then set out on a voyage of

discovery along a spiraling route down to ground level that traces the

history of the automobile from Its beginnings to the present day.



The museum has no right angles: All walls and ceilings - some

rising as high as 33 meters - are either concave or convex and flow from

one to the other In gentle, undulating forms. with a total display area

covering 16,500 square meters, the museums nine levels offer the visitor a

truly dynamic spatial experience.

A chronological tour of the Legend rooms follows a series of gently

sloping ramps that explore the different eras of automotive history. Here

visitors can discover the history of the Mercedes-Benz brand from its

beginnings to current visions for the future.

The Collection rooms are linked by

a second spiral of narrower staircases on

the outer wall of the building. The exhibits

here document the wealth of experience,

expertise and perfection across the full

range of automotive products. Route

intersections allow the visitor to switch

between tours at any time.

The intelligently designed lighting

concept - incorporating 12,000 lights -

ensures all 1,500 exhibits are displayed to

maximum effect. The lighting concept makes a clear distinction between the

naturally lit Collection rooms and the artificial light of the Legend rooms.



The car showroom as a venue for events and a public attraction

The typical format of a car

dealership has been considerably

upgraded here. In selected

metropolitan areas such as Stuttgart

these Centers act as additional nodal

points in the sales network. They are

designed both as display facilities and

venues for events, and are intended to

be public attractions in their respective

locations. The projects already realised

in Berlin, Munich, Paris and Cologne

have demonstrated how well this works.

Further Centers will soon be opening in Milan and London. The

Mercedes-Benz Centers in Berlin and Munich have shown a strong

spin-off effect in the relevant region which also benefits the dealerships

in the area. Visitors tend to stay in a Center for an average of around

one hour – twice as long as in a conventional car dealership.

The basic concept for the Metropolitan Centers arose from the

idea of designing a "car dealership of the future" for Mercedes-Benz

sales outlets. A dealership that sets new standards in customer

orientation. The goal was an architecture which can be used

worldwide, and is in keeping with the Mercedes-Benz brand. An

architecture which will remain valid for many years, but also leaves

scope for continuous further development.

The cultural backgrounds of the different sales locations also

had to be included in the concept, as well as special social and urban

planning considerations. And of course Mercedes-Benz had to have a

brand and market presence which is recognisable yet individual. The

result was the so-called "Metropolitan Concept".



3.5 Inferences form literature case studies

If the dealership can accommodate it, making part of the showroom

available for public events would make the dealership a household name.

People can be drawn to the vehicles before and after the event, hence helping

in promoting the vehicle I itself.

Customers can be drawn to spaces by providing unique facilities and

environments that are not available elsewhere. Extreme or temporary measures

and treatments could ensure a steady flow of visitors.

Having something special for the kids outside the regular play areas

would make the experience of coming to the showroom an exciting one even

for the kids. This can make a huge difference and influence the decisions made

by the parents of the kids, they would perceive the brand in a better manner.

While a full-fledged restaurant may not be necessary, a fast food

counter or a coffee shop is always a welcome addition as it allows customers to

be more at ease, and also provide with a healthy space for carrying out small

negotiations.



3.6 The Hyundai Showroom of Hilton, Trivandrum (Bye-

Pass Road)

The dealer center is located

near the NH by-pass. The dealer

center has an attached service

facility. The showroom is quite large

(exhibit space 150 sqm), and things

have been kept simple on both the

interiors and exteriors. The

showroom follows the standard

norms laid down by Hyundai India,

in every aspect, be it materials,

colors or layout etc.

LOCATION:

The showroom is situated on

a site which has a potential of

developing to be a heaven for

automobile dealers as there are

many dealers of various

manufacturers who also have their

showrooms nearby. However the

Hilton Hyundai showroom here

stands apart and is a dominant

structure.

THE SITE:

The location has a good

road access, and the atmosphere

provided is suitable for testing and test driving cars.



The showroom has

enough setbacks from the

sides of the plot, hence there is

parking space for customers

provided within the site itself.

The space provided for

demo cars is very limited. There

is just enough space to park the

cars in a parallel parking

manner.

The landscape done is not

impressive.

There is a workshop

located towards the rear of the

site which has a good access.

THE INTERIORS:

The various spaces provided within include:

o Space for display of cars

o Back offices

o Accounts offices

o A cash counter

o The sales manager‟s area

o A customer lounge

o Kids play area

o Accessories section

o Discussion and meeting rooms

o A small pantry and toilets

The space has been maintained column free. The 30m span of

the front façade is unbroken by columns, thus bringing in more light to



the showroom. This also helps in providing the reception with a

obstruction free space.

THE COLOUR:

All the colors have been kept neutral. The walls are white, the

floor is cream colored. The discussion space has a blue carpet. All the

furniture here is blue in colour. The difference in colour for the

discussion space makes it prominent, and helps in giving the space a

definition.

The predominant colour theme here is the use of the blue and

white against neutral shades of beige and off white. The floor colour is

light grey. This helps in making the cars stand out with their true colors,

as these colors help in projecting the colour, rather than compete with

it. The same principles apply to the walls.



3.7 The Hyundai Showroom of Popular Group,

Trivandrum (Karamana)

This dealer center is located along the banks of the Karamana River,

adjacent the Karamana Bridge in the Nandilath building. The dealer center

has an attached service facility. The showroom is pretty small with a display

space just enough for 4-5 cars. There is no much exterior space here to

speak of. This showroom too, follows the standard norms laid down by

Hyundai India, in every aspect, be it materials, colors or layout etc.

LOCATION:

The showroom is situated towards the outer parts of the main city,

on the main road that leads towards Kanyakumari. This showroom doesn‟t

stand out, as there are many other prominent showrooms in its vicinity, a

prominent one being the Mahindra showroom which comes up as the

neighbouring building. This showroom also doesn‟t have a building of its

own; it operates in a rented space.

THE SITE:

The location has a good road access,

but poor parking facility.

The space provided for demo cars is

very limited. There is just enough

space to park the cars in a parallel

parking manner.

There is just a small patch of grass to

speak of as landscaping.

There is a workshop located towards

the rear of the site whose access is

through a small path that runs down

along the building, however the access is not prominent.



THE INTERIORS:

The various spaces provided within

are:

o Space for display of cars

o Back offices

o Accounts offices

o A cash counter

o The sales manager’s area

o A customer lounge

o Kids play area

o Discussion and meeting rooms

o A small pantry and toilets

o The showroom also houses

classroom facility for training fresh staff.

The discussion spaces are scattered. The visitors lounge is located

to a corner, slightly hidden from sight. The kids play area is not defined and

doesn‟t give a good impression about itself.

A clumsy ramp forms the main

entry to the building, which ends at a

door between 2 large columns. The

columns mar the views into the

showroom from the exteriors.

THE COLOUR:

All the colors have been kept

neutral. The walls are white, the floor is

cream colored. All the furniture here is

blue in colour. The difference in colour

for the discussion space makes it

prominent, and helps in giving the

space a definition.



The predominant colour theme here is the use of the blue and white

against neutral shades of beige and off white. The floor colour is light grey.

This helps in making the cars stand out with their true colors, as these

colors help in projecting the colour, rather than compete with it. The same

principles apply to the walls as well.

3.7 Comparing the two

Both the Hyundai showrooms selected for the study were in the

same city, but belonging to different dealer groups. As both belong to the

same manufacturer, they have to adhere to the same set of rules laid down

by the manufacturer.

Both see the use of almost identical interior characters. The hilton

showroom has more floor area and display area, which is not the case for

the popular motor showroom.

The first impression one woould get of both the showrooms is very

different, where the hilton group showroom is hugely appealig and more

appealing to a visitor than the popular motor showroom.

Where one showroom is run in a rented space, the hilton group has

an independent building of its own

It should however be noted that the scale of both the showrooms

are different. The hilton showroom is a regional head while the popular

group has its regional head at Cochin. The popular group regional head

building is also a double height façade with a mezzanine floor. The design

of the two is almost idnentical.



Part 4: RECOMMENDATIONS



4.1 The green showroom

The society today is concerned about energy conservation. The Green

building concept is a relatively new and fast growing one. Making buildings

green not only makes the building more energy efficient, it would also behave

as a Unique Selling Point for the owners of the building.

A manufacturer would develop a better impression about itself in the

minds of the people if the manufacturer can ensures that all their showrooms

are green. It shall also give an impression about the energy conscience and

the ideology of the manufacturer, in addition to just making the building

energy efficient. It would also help sell better.

A green building in itself behaves as an exhibit value object, drawing

to itself people and attention. This would be an ideal setting for a showroom

as it would draw towards itself visitors who could be made potential

customers, thereby helping in improving the sales.

A green showroom would also help in spreading awareness on the

new green trends among the visitors to the showroom. It would aid in

promoting newer trends in energy conservation. A green showroom would be

a good, rather be an ideal setting for the sale of vehicles which use alternative

sources of energy.

A green showroom would also help in best utilizing available

limited resources on the site. Lighting, electrification, water conservation, site

utilization, air conditioning and materials used would prove to be challenging

tasks on hand in making the showroom green.

HONDA‟S GREEN SHOWROOM, Essex.

Japanese car manufacturer Honda opened its first eco car showroom

in Romford, Essex. The Romford dealership uses 30% less energy owing to

green initiatives that includes ground source heating pumps.



By recycling rainwater, using

ground source heating pumps and

solar power to heat water, A similar

sized showroom would be air

conditioned using a high energy

central unit to cool and circulate air.

The Romford site, however, uses low

level ventilation louvers around the

edge of the showroom and high level,

chimney-style ventilation terminals

mounted on the roof of the building.

Wind pressure then draws air through

the showroom, up through the roof

terminals using a „stack effect‟, cooling

the air using less carbon emissions.

The system is fully automated,

with the vents opening slightly during

summer evenings to pre cool the

building, and opening and closing

depending on both the internal and

external temperature and air quality.

Heating is provided from

energy in the ground using nine, 75m-

deep bore holes located beneath the

car park. The heat energy is converted

to 40º, ideally suited to the under-floor

heating system which is laid beneath

the entire showroom, corridors and

toilet areas of the ground floor. The

system can also be used to cool the

floor slightly in warmer months.



Rainwater is harvested in a tank buried to the rear of the showroom,

which pumps water from the roof of the building for its „grey‟ water supplies.

After UV filtration treatment this water is also clean enough to be used for

washing cars.

Additionally, solar power is used to heat water using evacuated tube

panels on the main roof and circulating heat into a secondary coil of the main

hot water cylinder.

In addition to the details mentioned above, the showroom also makes

use of the following in order to add to their green standards.

o Cooling units with 15 kW and 30 kW cooling power, specially

developed for use with solar energy.

o Roofing membranes that have sound-deadening properties.

o Transportation to and from the showroom which doesn‟t use c

onventional energy sources.

4.2 The brand terminal

This is a modular,

mobile showroom. This

helps in taking the business

to the streets and not

limiting it to the showroom

premises. A vehicle is on

display and negotiations

can be made without the

need of going to a

showroom which may not

be available nearby. It helps

in taking marketing to the

masses.



The brand

terminal can be setup in

areas of mass gathering.

The present scenario

4.4sees the setting up of

small kiosks which would

attract only people who

are interested in making a

negotiation. A brand

terminal would be a well

designed module which

could showcase vehicles,

and also be carted

around. This would attract more attention and hence visitors than a simple temporary

kiosk. A brand terminal would find the Indian context ideal, as there is always an increase

in demand as well as purchase of vehicles with time and, more people tend to visit

showrooms. A brand terminal is a technique of taking the showroom to the people rather

instead of the general setting where one has to visit the showroom.

There is however a limitation in a brand terminal, which would be the number of

vehicles they could have on display.

The design of the terminal would be important as it would be essential to maintain

a standard design for terminals of a particular manufacturer. This would ensure that the

terminal stands out when put up with the rest.



Audi was the first to launch such a terminal, when it did so in Australia

in 2008. The terminal launched ensured that it followed the similar

architectural character as its showrooms all over the world.

4.3 New dealership trends

Changes in the European markets have a new exemption law, which

governs how franchises are held and managed. This has facilitated the growth

in multi-franchising within a single dealership. These arrangements enable

consumers to compare different manufacturer‟s models etc all in a single site.

The dealership tends to locate the franchises in either co-located or adjacent

showrooms. This means the showroom construction must be adaptable to the

different specifications demanded by the manufacturers.as a result, the size of

some dealerships increased upto a floor area of 3,000m2

.A scheme of this

size accommodates multiple franchises and extensive workshops, and so on.

An alternative approach is the use of boutique sites. These are small units

positioned in city-centre retail sites or leisure developments. Matching the

location, the customer profile and the correct brand of car are vital For

success, off-setting high Rental levels and developmentcosts against the

opportunity totarget specific clients. These Developments sometimes exploit

the concept of coffee bars and branded clothing ranges found on larger sites.

Not content with just selling a Car, warranty and road tax, manufacturers and

dealerships are beginning to adopt theconcept of “experiential retailing”. Land

Rover has establishedan adventure zone next to Bluewater Park where

customers can purchase branded clothing, off-road adventure holidays

and“off-road experiences”.



4.4 The test track

It iis not always feasible to provide a test track within the

showroom, but a dedicated area for test driving is always a viable

option.

Turkey has a showroom in Istanbul with a complete oval race

track on top of the roof, where customers can have a test drive without

going into the dense traffic of the city.

Called Autopia Europia, the five story building sports 30,000m²

of retail space per floor and accommodates 2,526 cars on display at

full capacity.

It houses 200 individual showrooms, 48 workshops, 42

insurance companies, 24 bank branches and 56 eateries and cafes.

With 7km of walkable space it is the biggest showroom in the world.

This showroom space sees its existance possible because of

the new marketing policy passed in Europe which allows for multi-

franchise under the same dealership.



Part 5: CONCLUSION



Marketing

In contemporary market the success of any manufacturer is

determined by the quantum of sales of its products. It is pertinent to

mention that „sales‟, today is not a generic term but it‟s a specialized field

which needs greater focus if one were to market his product. Therefore it is

important to study this aspect in some detail.

Successful marketing is the art of wooing the customers, in other

words attracting the customer by a series of qualitative parameters. The

explosion in the advertisements bears out this fact. Towards this a lot of

research goes on today. Many of the high end companies/manufacturers

prepare their facility requirement document to ensure standardization and

compliance to stipulated standards by its retail outlets/showrooms.

The interview with a Marketing lead of Popular Hyundai Mr. B. Biju

(Annexure 1) amply brings out this aspect where he candidly says that

specifics to the last detail are given by the manufacturer, thus there is a

greater focus towards architectural concepts today more than yester years.

Furthermore the extract of the FRD(facility requirement document)

(Annexure 2) exemplifies the extent to which the manufacturer goes to

ensure qualitative sale.

It is clear from the above that no detail however trivial can be missed

so long as it is relevant to a customer, architectural concepts like access,

views, spatial arrangement, movement pattern, etc need to be effectively

applied at the design stage to enable/bring in customer friendliness. Many

showrooms that had good potential couldn‟t take off because emphasis not

given to these aspects. [examples-live]. Similarly concepts like position,

projection, site utilization, facilities etc would help the dealer in efficient

operation of his showroom.



Many medium sized showrooms don‟t have adequate coverage of

security, tool storage and related aspects. They fail to tap the ptential of the

showroom due to lack of application of architectural concepts within

stipulated conditions providedd by the manufacturers. Consultation with an

architect would have benefited the owners of such showrooms.

Today, it is amply evident that an architect is associated with every

infrastructural project be it highways, harbors, malls, hospitals etc. there is a

qualitative improvement and overall harmony, and efficiency is very

conspicuous in all the fields. The metro rails in Delhi are a case in point. All

this points to the need to factor architectural concepts into any type of

infrastructure concepts.

Looking into the future, with space, energy etc becoming big

constrains, an architect‟s role in optimizing a design for a given

area/terrain/climatology etc can‟t be over emphasized. Energy efficiency

and operational efficiency would only contribute towards better market

share and growth.

Car dealers play an important intermediary role in the promotion of

brand equity and sale of a particular brand of cars. In the process they build

up the reputation and contribute towards the growth of the company‟s market

share. In India, the role of a car dealership was limited to a mere selling of

cars, which has undergone a substancial change in the recent times with the

dealers emerging as an important point of connect between manufacturers

and customers of the cars. Car dealers of today are expected to act as a

catalyst to promote the sales of the car. At the first instance, car dealers are

to have a good collection of cars. Car dealership depends on availablity of

the brand new cars and the location of the showrooms.



An attempt has been made in this dissertation to understand the various

design aspects involved in a car showroom. An effective car dealership is one

that is successful. The main contributing factors to this success are the

manner in which a customer percieves the product, and amount of faith the

cuatomer places in the dealership when he comes to service maintenance,

after the purchase of the vehicle.

Thus it can be said that most crucial spaces of a dealership involve

both the display area as well as the service area.

Depending on the type of brand and type of cars, dealer location

ensures that the potential customers get the best strategic advantages. The

ambience and the customer service are equally important. The customers

should feel welcome at the car dealership



ANNEXURE 1



A1.1 An interview with Mr. B Biju, Marketing lead Popular Hyundai

Q: What were the points kept in mind at the design stage of this

showroom?

A: The entire design of this showroom was dictated and

directed by the manufacturers itself. We have no say in this matter. We

are handed a set of rules and guidelines which we have to adhere to in

order to be a dealer of Hyundai. This is the case with all the other

showrooms, of any manufacturer.

Q: Do you think you should have a say in this matter?

A: No, not at all. Most of the research relating to marketing is

done by the manufacturer itself, and the design of the showroom is

predecided based on the marketing surveys and strategies of the

manufacturer. However it depends largely on the availablity of dealers

at the various venues.

Q: If all the designs are predecided, how is the success of a

showroom measured?

A: The success is measured in terms of number of units sold

annually. The manufacturer has a set of targets which it sets to the

showrooms. The success is measured w.r.t the targets set.

The manufacturer predecides targets for specific areas, after

which its open to dealers. Its for this reason we see showrooms of

various sizes of the same manufacturer. Each showroom has a

different target set, and so the facilities provided for in the showroom

would also vary, however as mentioned the whole system is schemed

by the manufacturer.

Q: Were there different rules for you as this is a rented space?



A: There is no rule specific for our showroom. We provide them

with the space, they provide us with the terms and conditions for sale,

and the profit earned from sale is shared between the two parties.

Q: Your views on multi-franchise dealers.

A: Dealers here own showrooms for various companies, but not

always under one roof. Its very rare that we see such a scene. We can

doso only in the accessory department.

Multi-franchize involves lot of intense work from the part of a

dealer, however its convenient for a customer. It has been made

possible in Europe.



ANNEXURE 2



A2.1 The dealers design guidelines for showroom and service

area design

This is a document which specifies the various design aspects of the various spaces

involves in a showroom or a service area and is handed down by every manufacturer to its

dealers and distributors. This is done to bring about uniformity in all showrooms of a particular

manufacturer, which may be under various distributors/dealers. This is why all showrooms of a

particular manufacturer look alike in more ways than one. It is required that every distributor or

dealer adhere to the rules mentioned in this document so as to be entitled to act as a distributor

or dealer of that particular manufacturer.

This document provides details which include almost all the various aspects that are to

be considered in the making of a dealership. Starting from the location of the site to the

dimensions of the tiles to be used, the document also contains layouts for the dealership as the

manufacturer would suggest. It provides details that ease the pressure of designing from the

dealers by providing them with readymade solutions that are meant to be followed.

The document has two parts, where one part deals with the specifications and details for

the showroom, the other contains specifications and details for the service area.

The various aspects covered in the document include:

o The exterior design

o Planning of the location

o Location conditions

o Market properties

o The interior design

o General layouts

o Material specifications

o Space dimensions

o Site layout

o Parking layouts and dimensions

o Setbacks

o Green spaces

o Customer area considerations

o Dimensions, seating, facilities

o Counter types

o Spare parts section

o Service shops

o Bay dimensions



A2.2 An extract of the FRD (facility requirement

document) for HINO motors India

Chapter I.

Primary requirements

1. Primary requirements

The followings are the primary requirements for parts and service operation in India

for dealers to satisfy.

1) Service

(1) Service Shop Sufficient number of service bay based 'on the planned

service frequency.

(2) Mechanics: Number of service bay times 2 people. (Service manager

and mechanics must possess a diver's license to drive Heavy Duty Vehicle)

(3) Tools and facility: Sufficient tools and equipment.

(4) Mobile Service Car: At least 1 mobile service car per each dealer.

2) Parts

(1) Parts Warehouse: Sufficient warehouse space to stock normal maintenance

parts required within the territory.

(2) Parts Staff: 2 to 3 persons

(3) Facility: Facility sufficient to operate the parts warehouse operations.



(4) Parts Stock: Sufficient Parts stock (at least 2 weeks) to cover the service

operations within the UIO of the territory.

Chapter II

Outside design

1. Planning the location

(1 )Planning the Location

For the establishment of a service shop, the selection of the location is an important

point which influences the convenience for the customers, and thus possibly the

number of vehicles coming into the shop and the profitability.

The first condition is that the location coincides with the service network concept

set by the distributor, and within this range, it is important to select a location for

which vehicles can be expected in the future and with a high degree of ease of

operation.

(2) Location Conditions

• Market properties

An important point in regard to the market properties is that the territory has a high

number of HINO vehicles in use and that an increase in this number can be

expected in the future. This means a territory with a population, with developing

local industry and trade, with a high flow of goods to other cities or serving as a

relay in the flow of goods.

• Access road

The site is on a trunk road or at a short distance from a trunk road on a public road

with a width of 10 m or more so that large trucks can pass each other easily, with

an entrance width of 10 m or more.

• Site shape

A rectangular shape or similar, with no wasted space.

• Development properties

A neighbouring vacant lot with sufficient space, permitting future expansion, which

can be secured, would be ideal.

• Geographical features



Grading of the site shall be easy, there shall be no fear of natural disasters like

flooding etc., and there shall be no obstacles. A high stress resistance of the

ground also is desirable.

• City properties

It shall be easy to obtain electric power, telephone lines, water, etc., and work

communication with related offices shall be easy. Public transport facilities also

shall be convenient, and it shall be easy to collect workers.

• Legal regulations

The legal restrictions by state and local authorities shall not be severe, and there

shall be no influence by future city planning, road plans, etc.

• Others

Inducement provisions provided by administration agencies.

Attention shall be paid to harmony with the environment around the site.

(5)Dealer entrance

The entrance sign board which can recognize easily should be installed near by the

entrance. The entrance should have enough width to pass the heavy duty trucks

each other.















(6) Reception bay, Final inspection bay

The reception bay is the space for the service advisor to diagnose the vehicle

brought into the service shop.

Final check bay is the bay for explaining the service contents of the finished vehicle

to the customer.

Points

LOCATION

This space shall be located close to reception and not far from the main road.

SAFETY

Space, layout, etc. shall be taken into consideration so that there is no danger from

movement of other vehicles, etc.

OTHERS

These bays should have a roof so that vehicle can enter also during rain. (This

applies especially of the reception bay. A simple roof may be used) Incase of a

service shop with a medium or large scale, parking space for two or three vehicles

at the same time must be secured.



7. Parking Area

The parking areas can be divided roughly into parking areas for vehicles waiting .

for reception, for vehicles after servicing, for customers, for the company and the

employees, for new vehicles, etc., and as they all have a suitable length and width.

1) Reference Dimensions

Parking area for large vehicles (per vehicle)

Parking area for vehicles waiting for reception 5 m x 12,5 m = 62.5 m2

Parking area for vehicles after servicing 3.5m x 12.5 m = 43.75 m2

New vehicles storage area 3.5 m x 12.5 m = 43.75 m2

Parking area for passenger cars (per vehicle)

Parking area for customers 3 m x 5.5 m = 16.5 m2

Parking area for company use and employees 2.5 m x 5.5 m = 13.75 m2

2) Points

(1) LOCATION

The parking area for vehicles waiting for reception and the parking area for

customers shall be located close to the reception. The parking area for vehicles

after servicing should be located in front of the service bay.

(2)PARKING SPACE CONFIGURATION

One of the parking space configurations is angled parking, while this makes

parking easier, it requires more overall space, so that the design should be done

according to the available space.

Please refer to next page shown parking 20 units of area layout and space

efficiency about large vehicles and passenger cars respectively.



Chapter Ill.

Customer area

1. Service lobby and Reception I Guest room spare

This is the place visited first by the customers, and it can be called the face of the

service shop. Reception and lobby shall be close to the main road so that the

customers can enter easily, it shall have easy access to the service shop area' and

the parts storage so that the service adviser can control the entire service shop

easily, and it must be arranged under consideration of the flow of customers and

vehicles.

A Guest room space also must be provided for calm correspondence when the

talks with customers shall take a long time.


Small scale 8 m2

Medium scale ~

Large scale 24 m2

2) Points

(1) IMAGE IMPROVEMENT

As this is the first place visited by the customer, a standardized HINO Service Shop

design and layout is used to provide a bright and clean impression and to improve

the image. Please also use standardized guidance signs, etc., which can be

understood easily by the customer. For details, refer to "Service Shop Image

Improvement Manual, The Unification of Service Shop Image".

(2) COUNTER

The counter can be either a low counter, where the customer and the service

advisor sit together, or a high counter, where both are standing. A low counter

gives the customer the impression of comfortable reception, while a high counter

gives an impression of speed. A combination of low and high counter also is

possible.



2. Customer waiting room

The customer waiting room is the room where the customer waits while his vehicle

is being repaired, and considerations should be made so that even waiting for three

to four hours will not be unreasonable.


Small scale 20 m2

Medium scale ~

Large scale 56 m2

2) Points

1).LOCATION

Close to the reception. As far as possible, the location should provide a view of the

service bays to increase the peace of mind of the customers.

(2) AMENITIES

Air conditioning, noise, lighting, and other environment conditions should be taken

into consideration so that the time until the vehicle has been serviced can be spent

in comfort.

In addition to a TV, magazines, etc., HINO catalogs, posters and other goods

should be provided to improve the image of HINO MOTORS.

Chapter IV.

Spare parts warehouse

1. Spare parts warehouse layout



Chapter V

Service shop

1. Points of workshop construction

1) Foundation

As the foundation strength

influences floor settling,

subsiding, etc., the required

work must be executed

according to the application

of the use location and the

degree of weakness of the

subsoil. Especially when the subsoil is weak and subsiding is to be feared, piling

must be executed. Floor cross section structures and samples for piling are shown

below depending on the pressure strength and the difference in the subsoil, but as



the weakness of the subsoil also is involved, there are no standard values and only

reference values, so that the work should be executed on the basis of consultations

with the construction company.

2) Floor

The service shop floor is exposed to jack-up loads, impact from dropped tools,

welding sparks, oil outflow, and various other use conditions, causing unevenness,

contamination by oil, etc., and this not only lowers the work efficiency and impairs

the work safety and the servicing quality, but it also gives a bad impression to the

customers and even may lower the moral of the mechanics.

Accordingly, resistance against these severe use conditions is required for the floor

material of a service shop, and it is desirable that the floor surface should be

influenced by oil etc. as little as possible."

(1) Point

FLOOR SURFACE

The type and construction of the floor material to. be used are decided according

to the use place and the application. When the floor surface is only concrete, early

damage from insufficient surface hardness and decrease of the concrete strength

from permeation of oil may occur. Accordingly, these problems can be avoided by

using alloy reinforced concrete or hardening resin etc.

Various materials and methods presently are being developed for the floor surface

by floor material makers, and these can not be described in a few words, but the



main types and work methods, as well as their characteristics etc. have been

consolidated on the next page for reference.

2.

Contents of the facilities and reference dimension



1) Service Shop Area

(1 )General service bays

The service bay is an important place where the customer's vehicles are repaired

and earnings are created. A layout and dimensions sufficiently taking the

movement of the mechanics and the vehicle movement into and out of the service

shop into consideration are important for an increase of the service bay

productivity. Depending on the service shop scale, it is necessary to divide the

bays into bays mainly for light and medium servicing and bays for heavy servicing,

and to provide equipment according to the respective movement to increase the

work efficiency.

(2) Bay dimensions

Width and depth dimensions must be set so that large vehicles can be housed,

while paying sufficient attention to the movement of the workers and tools stands

and jacks.

CD Reference Dimensions

Bay dimensions: 6 m x 15 m = 90 m2

The recommended bay length is 15 m, for entry of vehicles with a length of 12 m.

At the time of the bay design, consider the conditions in your country and aim for

the maximum length which may enter + 3 m .



(3) Service shop entrance height/Height inside the service shop

Please refer to the following dimensions, as the height of the vehicle entrance into

the service shop, the vehicle high with full lift stroke, and the upper clearance at the

time of hoist installation must be considered and a sufficient height must be taken.

1 Recommended Dimension

Service shop entrance height: 4.5 m ~ 5.0 m

Height inside the service shop: 8 m (full dump truck height 6.7 m +

overhead crane etc 1.3 m)

The required height differs in areas where entry of large dump trucks in not

expected, etc. The dimensions must be decided after investigating the situation in

the area, the future work contents for the service shop, and the vehicle types to be

handled. For example, a service shop especially for busses will look as shown in

the following figure.



2 Recommended Dimension

Service shop entrance height: 4.5 m ~ 5.0 m

Height inside the service shop: 5.5 m ~ 6.0m

4) Space in front of the service shop

A sufficient space must be taken in front of the service shop so that the vehicles

can enter smoothly into the service bays.

In the following, the turning track of representative vehicles and the required space

are shown for reference.



(5) White lines for bay division

White lines must be drawn at the boundaries between the bays and at the passage

boundaries for clear division.

The width of the white lines shall be 50 to 80 mm, and material with good adhesion

to the floor (epoxy type) shall be used.

(6) Washing bay

The washing bay is indispensable to increase the customer satisfaction and to

improve the work efficiency by washing the customer's vehicles. Reference

Dimensions

6 m x 20 m (General washing bay)

6 m x 15 m + 2 m x 2 m (Automatic vehicle wash bay + Machinery Room)

1. Points

EFFICIENT VEHICLE WASHING

Vehicle washing is one of the important work items for vehicle servicing, but as

there is a tendency for it to become inefficient, installation of a lift, a ramp, a high

pressure vehicle washer, or an automatic vehicle washer, etc. is required to

increase the efficiency.

. WATER RUNOFF

Provide a slope of about 1/100 to 11150 to improve the water runoff.

. WATER DRAINAGE



Install a manhole with sand separator, an oil/water separator tank, etc. as waste

water treatment equipment.

ROOF

A general washing bay should have a roof for prevent inflow of rain water.

(7) Component service shop

The component service shop is the specialized disassembly and servicing place for

overhaul of heavy units like engine and transmission, and special equipment and

tools are installed to improve the work efficiency.

1 Reference Dimensions

Small scale 50 m2

Medium scale ~

Large scale 150 m2

2. Points

EQUIPMENT

Work benches, hydraulic presses, and other equipment are installed for efficient

disassembly, servicing, and assembly for each ,unit. Also overhead crane can ease

removal and transport of heavy units.

LOCATION

The component service shop shall be-located close to the service bays, especially

the heavy service bay so that units removed from the vehicles can be carried in

easily.

