for Automotive News
June 06, 2019
TO THE EDITOR:
The editorial “Dear automakers: Forget the bricks, focus on clicks” (May 13) was right about the digital age transforming the role of the dealership. A key principle in architecture is “form follows function.” By this measure, dealership facilities are already out of date.
What’s needed is not a reimagining of the current template, e.g. new tile and carpets, updated signage and repaved lots. What’s needed is a reimagining of the entire store.
When Capital One decided to upgrade its facilities, it did not create nicer teller stations. Instead, it created “financial cafes” that became places customers would enjoy visiting and could get help with banking transactions as needed.
Before investing in facilities, dealers and automakers need to think about how consumers will be buying and servicing cars in five years.
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