Volkswagen introduces new ‘Pop-up’ and ‘City’ showrooms in India

by Soham Thakur, Autocar India 14 May 2019


With a view to enhancing accessibility and touch points within the country, Volkswagen India has announced its ‘Fit for the Future’ initiative. As a part of this initiative, Volkswagen will be inaugurating 30 new 'Pop-up' and 'City' showrooms across India in the next year.

The ‘Pop-up’ showrooms have been aimed at upcoming markets and cities in the country where they would provide the same premium experience seen in the Volkswagen showrooms of major cities. Volkswagen has already inaugurated the first ‘Pop-up’ showroom at Tumkur, Karnataka.

The ‘City’ stores, meanwhile, will be a derivative of the ‘Pop-up’ showrooms but in larger cities. These stores will adopt an eco-friendly, paperless approach and will address customer queries digitally. The first Volkswagen ‘City’ store is located on Richmond Road in Bengaluru, Karnataka.

However, these new showrooms will not have after-sales service, so customers buying from these 'Pop-up' and 'City' stores will have to visit workshops associated with the fully-featured Volkswagen dealerships.

In terms of products, Volkswagen India currently retails the Polo, the Ameo, the Vento, the Passat and the Tiguan.

Sharing his thought process on this new establishment, Steffen Knapp, director, Volkswagen Passenger Cars said, “Our business environment is changing at a breathtaking pace in view of new technologies and enhanced customer expectations. Our customers today value innovation and in turn expect a prompt and hassle-free experience with Volkswagen. In lieu of that, Volkswagen has been working relentlessly towards being ‘Fit for the Future’ within which we’ve inaugurated our first Pop-up and City store in Karnataka.”
 
Highlighting the details further, Knapp said, “This new format of transforming our sales stores is in alignment with our global growth strategy. As the world is moving towards connected mobility solutions, digitalization across the sales and after-sales process is pertinent. We’re constantly innovating our brand offerings and we trust our customers would appreciate the Volkswagen experience.”
 
Commenting on the Volkswagen India partnership in Bengaluru, Rajiv Sanghvi, managing director, PPS Motors said, “To enhance the customer purchase experience in today's digital age, we are driven to deliver this world-class showroom that combines traditional and digital tools to offer a seamless sales experience to our customers.”

Source