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MOTORING: Volvo Car South Africa Takes Next Step in Revitalisation Process with First Full VRE Dealership


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Volvo Car South Africa announced the opening of the first fully-compliant Volvo Retail Experience (VRE) dealership in South Africa. The all-new Volvo Cars Bedfordview facility in Johannesburg reflects a from-the-ground-up, completely-new look and feel for a Volvo Cars dealership in South Africa, as part of the global roll-out of VRE.

Inspired by Swedish culture, minimalism and design, the clean, simplistic and welcoming dealership features a mix of natural materials, high-quality furniture and a warm atmosphere which reflects an unprecedented retail experience for new and existing Volvo customers.

"The Volvo Retail Experience brings all Volvo dealerships across the globe together from a look, feel and experience point-of-view," comments Greg Maruszewski, Managing Director of Volvo Car South Africa. "The all-encompassing nature of VRE means that our dealerships will be more than just places to buy or service a Volvo - they are becoming places people want to visit even if it's just for a cup of delicious coffee and a chat with their Volvo dealer family while enjoying the peaceful ambience and Scandinavian design."

The striking exterior design, which sees translucent glass panelling complementing distinctive blue Volvo insignia, is a front to a truly inviting interior where attention to detail is paid to every element of the environment. Light plays a major role, alongside open space and the freedom to move around with ease. Vehicles on the floor are positioned optimally and their arrangement allows any prospective buyer to view the entire Volvo product portfolio in the same room - with the opportunity to experience Swedish luxury too.

"Fika" has been incorporated as well - the daily Swedish act of taking some time out with good coffee and a pastry of some sort to enjoy the company of a friend, make a new one or simply just take a break from the fast-paced working world. As such, a fika area which features a coffee- and food station is supported by a bistro-style bar, a comfortable lounge and a children's play zone.

Naturally, VRE extends to the servicing and parts departments as well, and even the workshop environment is designed to be an attractive part of the building where light and clean surfaces uplift the environment.

"Our new Bedfordview dealership is currently the VRE flagship, but all our other dealerships will be undergoing extensive VRE upgrades and will feature new-look interiors geared to providing an enjoyable and noteworthy retail experience for Volvo customers across South Africa. The future of Volvo ownership revolves around what we call VPS - Volvo Personal Service, whereby our customers are treated to fast, efficient and personalised service. VRE is a key part of that future," continues Maruszewski.

Bruce Allen, Dealer Principal at Volvo Cars Bedfordview, expands: "Having built the new dealership from scratch, we have been able to fully-embrace the Volvo Retail Experience to ensure that absolutely every part of the dealership meets the expectations set by Volvo Car Group in Sweden. And so, walking into a dealership in our home market results in the same ambience, furniture, sounds and feel as what we have created here in South Africa."

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