Customers remember the maker, but the advisor is the one they trust.
A dealer sells peace of mind when customers spend a large sum. Sinh Vũ helps the dealer have its own face where the maker allows, so customers also remember where they bought the car.
The dealer needs its own face where the maker sets no rules: the dealer group name, the service workshop, customer care and social media. The showroom and vehicle sales print follow the maker's standards exactly.
Placed correctly beside the maker's identity, neither covering it nor clashing with it.
Every advisor uses the same explanations and material, so customers hear the same thing at every outlet.
The handover ceremony, service card and reminder messages all carry the dealer's mark.
All of them sell vehicles, but their ties to the maker differ, so the room to build their own brand differs too.
Their customersFirst-time buyers or people trading in, who deliberate for a long time and visit many places.
Brand challengeFollow the maker's standards in the showroom, and let customers remember the dealer through advice, the handover ceremony and the service workshop.
Their customersCustomers who come to buy, service and buy parts; many visit often.
Brand challengeA busy shop that still looks tidy and recognizable, from the sign to the service card.
Their customersBuyers worried whether the car is as advertised, looking for a place trustworthy enough to pay.
Brand challengeNo maker stands behind them, so the showroom name, the way each car's file is presented and the commitments must carry the trust alone.
These are the places where dealers let customers forget their name, even when the vehicles and service are good.
Customers say they bought the maker's car and never mention where they bought and serviced it.
Build a brand for the dealer group, placed where the maker allows: service workshop, customer care, social media.
Start from this problemA new outlet is built by a local contractor, and its sign and uniforms drift from the older ones.
A guide for the parts the dealer is allowed to shape, stating clearly what follows the maker and what follows the dealer.
Start from this problemFor the same model, customers hear three different explanations at three desks.
Shared advisory material and a shared set of explanations, so a new hire also speaks in the dealer's voice.
Start from this problemCustomers receive the key in a few minutes, then nothing connects them to the dealer until the service interval.
Design the handover ceremony, the document set and the customer care messages around one dealer mark.
Start from this problemAt Buy and take delivery. Customers have decided, but if the handover feels rushed and disjointed, the only name they remember is the maker.
Touchpoints are the places where customers see, hear and hold something from the dealer. At an authorized dealer, whatever the maker sets follows the maker; the five below are where the dealer has a say.
Where customers return for years after buying, and where the dealer usually has the most freedom.
The moment customers are happiest, and easily the memory tied to the dealer.
The advisor is the face customers remember, so uniforms and the way staff introduce themselves must be consistent.
Customers take it home to reread and compare with other dealers before deciding.
Customers look at the dealer's reviews and real photos before visiting.
Listed in the order to do them. A single-outlet dealer can stop at step two or three; a multi-outlet group goes all the way.
Settle where the dealer stands out within what the maker allows.
Dealer group name, mark, color and type to sit next to the maker's identity.
Advisory material and a shared set of explanations for the sales team.
Handover ceremonies, service workshop items and the dealer-owned spaces.
When opening more outlets: a guide stating what follows the maker and what follows the dealer.
Sinh Vũ has not yet published a dealer or vehicle showroom project. The two projects below are close in dealer points of sale and many product lines.
From a blank page in 2009, Sinh Vũ built MASTER DOOR into a rolling shutter technology brand that homeowners trust before they even ask the price.
Equipment sold through a dealer network: close to the problem of many points of sale that must read as one brand.
ARROW, a Vietnamese tennis ball machine maker, brought its entire product range under one consistent identity system, ready to stand in front of international partners.
Many product lines brought into one system: close to a dealer selling many models that need a coherent explanation.
The principles behind it
The showroom and vehicle sales print usually must follow the maker's identity standards. The dealer's own space is usually the dealer group name, service workshop, customer care and social media, depending on the contract with each maker.
With reading the maker's contract and guidelines to find where the dealer may do its own thing. Only then settle the name, the mark and how it sits next to the maker's identity.
Uniforms are usually set by the maker. What the dealer can shape is name badges, business cards, how staff introduce themselves and service workshop uniforms if the maker allows.
With a clear name, a transparent file for each car and commitments written plainly. No maker stands behind it, so the showroom's brand has to carry that trust itself.
Write a guide stating what follows the maker and what follows the dealer, then review each outlet against it. A newly opened outlet only has to follow the guide, not rethink everything from scratch.
A few lines about the dealership, the makers you work with and what is holding you back is enough. Sinh Vũ reads carefully, then replies.