design constrain in auto showroom

Design Constrains in Automobile Showrooms

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Part 1: INTRODUCTION INTRODUCTION

1.1 Introduction

4

1.2 Hypothesis

6

1.3 Aim

6

1.4 Methodology

6

Part 2: THE SHOWROOM

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

Department of Architecture, Architecture, College College of Engineering Engineering Trivandrum 2010


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Part 1: Introduction



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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



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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 c ontinual 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.



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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.



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Part 2: The Showroom



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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, However, the basic needs 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.



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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 portions of the office office are opend



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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.



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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 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.



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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



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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.



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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.



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Part 3: CASE STUDIES



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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.



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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 socalled 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.



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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.



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The BMW welt offers many facilities which include various

restaurants,

auditoriums, store,

merchandize

club

restaurants,

coffee bars and a vast exhibition space.



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3.2 The Mercedes world at Salzufer, Berlin Although case

study

extreme

is

example

dealership,

it

this an of 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.



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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-leafedclover 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-meterhigh 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.



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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.



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

The typical format of a car dealership upgraded

has

been

here.

considerably 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".



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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 ste ady 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 bett er 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.



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3.6 The Hyundai Showroom of Hilton, Trivandrum (ByePass 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.


Design Constrains in Automobile Showrooms The enough

showroom

setbacks

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has

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



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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.



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3.7 The Hyundai Showroom of Popular Group, Trivandrum (Karamana) (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. building. This showroom 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.



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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. e xteriors.

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.



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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 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.



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Part 4: RECOMMENDATIONS



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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.



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By recycling rainwater, using ground source heating pumps and solar power to heat water, A similar sized

showroom

conditioned

using

would a

be

high

air

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, 75mdeep 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.



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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 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.


Design Constrains in Automobile Showrooms The

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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.



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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 3,000m 2 .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”.



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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 multifranchise under the same dealership.



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Part 5: CONCLUSION



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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 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 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.



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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 providedd by the manufacturers. 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.



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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 potential customers get the best strategic advantages. The The ambience and the customer service are equally important. The customers should feel welcome at the car dealership



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ANNEXURE 1



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A1.1 An interview with Mr. B Biju, Bij u, 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 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?



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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.



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ANNEXURE 2



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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

o

o

o

The exterior design o Planning of the location o Location conditions o Market properties The interior design o General layouts o Material specifications o Space dimensions Site layout o Parking layouts and dimensions o Setbacks o Green spaces Customer area considerations o Dimensions, seating, facilities o Counter types o Spare parts section o Service shops o Bay dimensions



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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:

(3) Facility:

2 to 3 persons

Facility sufficient to operate the parts warehouse operations.


Design Constrains in Automobile Showrooms (4) Parts Stock:

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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



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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.



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(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.


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Design Constrains in Automobile Showrooms 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 Parking area for vehicles after servicing New vehicles storage area

5 m x 12,5 m = 62.5 m2 3.5m x 12.5 m = 43.75 m2

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.



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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.

1) Reference Dimensions Small scale

8 m2

Medium scale

~

Large scale

24 m2

2) Points (1) IMAGE IMPROVEMENT IMPROVEMENT As this is the first place visited by the customer, a standardized HINO Service 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.



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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. 1) Reference Dimensions 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



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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



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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


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Design Constrains in Automobile Showrooms 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



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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 .



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(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 (full dump truck height 6.7 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.



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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.



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(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



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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.



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design constrain in auto showroom

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