Auto dealers mix comfort with psychology to enhance buyers' experience

In decades past, an auto showroom was a sparse affair, with some desks or cubicle-style offices, cars, promotional banners and maybe a water cooler in the corner for sales reps to whet their whistles between test drives.

But today’s showrooms, as shown by the outstanding, modern dealerships showcased in this special publication for Mega Dealer News, represent the best blend of comfort and marketing savvy designed to put customers at ease, fostering an environment conducive to the buying experience.

Ziegler Automotive Group in Chicago has evolved to support Nissan’s new 2.0 build philosophy at its dealership in the Windy City.

"It's much more customer interactive than previous designs; a lot of technology, a lot of touch screens in the dealership," Aaron Ziegler, the dealer’s president, said. "It's all about enhancing the customer experience. You have windows going from the showroom into the shop, so they can see the cars being worked on."

The new interest in showroom design seems to be taking hold across the country. About 500 miles away from Chicago to another lakeside city, this time in Buffalo, New York, Northtown Automotive Companies is betting that happy employees creates happy customers. Natural light and radiant heat make a pleasant work environment, according to Northtown’s chief operating officer, Harold Erbacher.

“We go the extra mile,” Erbacher said. “If we give (customers) a great experience, that’s one less reason for them to go anywhere else.”

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Organizations in this story

Northtown Auto Group 3809 Sheridan Dr Buffalo, NY 14226