Jaguar Land Rover is implementing a new “Arch” corporate identity as part of a four-year program across all its dealerships in the MENA region. The plan is for every showroom and workshop facility in the region to be redesigned so that dealerships all over the world follow the same brand guidelines. The “ARCH” concept is not restricted to just look and feel but is also meant to extend to the customer care experience so that customers enjoy a premium experience whenever they step into a Jaguar Land Rover showroom or workshop.
The company is now two years into the implementation of the brands’ program and now there is at least one ARCH facility in each country within the region. The roll-out of the ARCH Concept is meant to be completed by the end of 2019.
Jaguar Land Rover was driven to create and implement a makeover of the corporate identity by the company’s significant growth in recent years. The company is set to stay on this growth phase with a series of exciting new products in the years to come and has invested heavily in recent and future product developments. As part of the revamp, some dealers will modify and refurbish their existing facilities while others will new facilities from scratch. The expected outcome of the program is that all dual brand showrooms will have the eye-catching “ARCH” design, in Jaguar Land Rover’s signature colours of Sunshine Grey and Champagne Silver. The facades of the showroom are designed such that they will have extensive glazed areas to showcase the product line of each marque.
Customers entering the showrooms will experience an interior environment that in tune with Jaguar Land Rover’s current design philosophy is just as modern as the exteriors. There will be a single reception area for both the Land Rover and the Jaguar brands and depending on the brand whose products they would like to check out, they could head to the left or to the right. Workshop areas also will be redesigned with additional parking areas and service bays to cater for the anticipated sales growth of the dual brands.
The ARCH corporate identity Jaguar Land Rover is meant to be customercentric and the heart of the concept is a ‘customer core’ area, which is based on the idea of a lounge where customers can relax in a premium environment.
Commenting on the rollout of the new “ARCH” corporate identity across the MENA region, Justin Weaving, Network Development Director for Jaguar Land Rover MENA said that the luxury car market is highly competitive but the company is poised for future growth and success by making an effort to create a globally consistent premium environment, both when it comes to design and the customer experience.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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