Part of the Marriott Motor Group, the site has undergone a £1 million transformation over the last eight months to increase showroom space, upgrade the workshop facilities and provide a more welcoming brand experience for customers.
The launch event was designed to take a look back at the heritage of both the dealership and the Volkswagen brand, set against the cutting edge design and innovation of today’s range. With significant extra space to showcase vehicles, the new facility provided a fantastic canvas for an array of VW products that were sourced for the occasion, from a rare and beautifully restored 1960s split screen bus (worth some £80,000) to a pristine range of Golf GTI examples MK1 to 7. All of the cars, the workshop and the showroom façade were treated to a sympathetic lighting design which added suitable impact, whilst remaining true to VW brand colours.
Arriving via a blue carpet entrance, guests enjoyed champagne and canapés whilst viewing period and modern VW television ads and being hosted by staff members on a tour of the new workshop facilities. Following speeches from Robert Rolfe, Brand Manager at the dealership and Ian Plummer, Head of Retail Operations at Volkswagen UK, guests moved outside the showroom to enjoy a grand fireworks display which concluded the evening.
Inspired produced the entire experience, from full technical production to screen content and speech writing for the formal welcome.
The evening was a fantastic success, with around 200 customers and VIPs in attendance, alongside representatives from Volkswagen UK. Many letters and emails of thanks were received by the dealership in the days following the event:
“Thank you so much for an excellent evening, the vehicles on show looked fantastic and the whole ambience was quite spectacular.
"I am sure that the event took a great deal of time and effort, but justified, as the result was first class and that reflects on the VW label. The final capping was the firework display which was extraordinary and the climax of the enormous bang woke us all up!!
"All in all an excellent evening and thank you again.”
The event was such a success that Inspired is already in conversations with Marriott Motor Group about planning the launch of their next Volkswagen dealer redevelopment early in 2014.
A highlights film of the launch can be found here: http://youtu.be/1ilpkx3S0Jw
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For more information about this article, please contact Ben Cole at Inspired - [email protected] - or visit our website www.inspiredlive.co.uk
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Inspired event launches Volkswagen dealership
25 November 2013
Recently, Inspired Live Experience Ltd was delighted to be approached by Bury St Edmunds Volkswagen with a brief to produce the launch of its new dealership.