Automotive

Volkswagen of Rochester – A Fast-Tracked Dealership Overhaul

A fast-tracked dealership renovation designed to improve sales and service operations while maintaining brand identity.

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Revitalizing Volkswagen of Rochester: A Modern Dealership Transformation

Volkswagen of Rochester has long been a trusted automotive destination for customers throughout New Hampshire. As the demand for Volkswagen vehicles grew, the dealership needed a transformation to provide an elevated customer experience and meet the latest corporate identity standards. Jewett Construction took on this ambitious project, executing a complete 12,000-square-foot renovation in under ten weeks. The goal was to modernize both the interior and exterior while ensuring that the dealership remained operational throughout the construction process.

Upgrading the Showroom for an Enhanced Buying Experience

The showroom is the heart of any dealership, serving as the primary space for customer interactions, vehicle displays, and sales consultations. For Volkswagen of Rochester, Jewett Construction reimagined the showroom to align with Volkswagen’s latest corporate design guidelines while incorporating features that would improve efficiency and create a welcoming atmosphere for visitors.

Key showroom enhancements included:

  • Expanded Display Area: The redesigned layout allows more vehicles to be displayed indoors, providing customers with a better opportunity to explore various models.
  • New Flooring and Ceiling Tiles: High-end tile flooring and modern ceiling designs were installed to enhance aesthetics and improve lighting reflection.
  • Open-Concept Design: Glass partitions and strategic lighting create an airy, transparent feel that encourages customer engagement.
  • Digital Integration: The showroom now features interactive kiosks where customers can explore Volkswagen models, customize vehicle options, and compare financing plans.
  • Modern Reception and Waiting Area: A refreshed customer lounge with new seating, complimentary Wi-Fi, and a coffee station makes waiting for service appointments more enjoyable.

Enhancing Service Operations with a Modernized Facility

Volkswagen of Rochester prides itself on offering top-tier vehicle maintenance and repairs. As part of the renovation, Jewett Construction upgraded the service area to improve operational efficiency and provide technicians with cutting-edge tools.

Service department improvements included:

  • Enclosed Service Drive: A newly constructed drive-in lane allows customers to drop off their vehicles in a weather-protected area, improving convenience and comfort.
  • Upgraded Service Bays: The facility now includes state-of-the-art diagnostic tools and equipment to enhance the speed and accuracy of repairs.
  • Improved Workflow and Storage: Reorganized parts storage and technician workstations optimize space and efficiency, reducing wait times for customers.
  • Customer-Facing Vehicle Status Updates: A digital service board keeps customers informed about their vehicle's progress while they wait.

Exterior Renovations: A Striking New Look

A dealership’s exterior serves as the first impression for potential customers. Volkswagen of Rochester’s facelift included a sleek, modern design that aligns with Volkswagen’s global branding.

Exterior enhancements included:

  • New ACM Paneling: Aluminum Composite Material (ACM) was used to create a polished, high-end facade that reflects Volkswagen’s corporate identity.
  • Updated Entryway: A new glass entry tower and signage make the dealership instantly recognizable and inviting.
  • Energy-Efficient Glass and Lighting: Large windows and LED exterior lighting improve visibility while reducing energy consumption.
  • Landscaping Improvements: Enhanced greenery and well-defined pedestrian pathways create a more inviting atmosphere.

Meeting the Challenge of an Active Construction Site

One of the most significant challenges of this project was executing the renovation while ensuring that the dealership remained fully operational. Jewett Construction developed a phased construction plan to minimize disruptions for both customers and employees.

Strategies for maintaining dealership operations included:

  • Working in designated sections to keep parts of the dealership open during renovations.
  • Using temporary barriers and dust control measures to maintain a clean and professional environment.
  • Scheduling major construction work during off-hours to reduce noise and inconvenience.
  • Coordinating closely with dealership staff to adjust workflows as needed.

Emphasizing Sustainability and Efficiency

As part of Volkswagen’s commitment to sustainability, the dealership’s renovation included several energy-efficient and environmentally friendly upgrades. Jewett Construction ensured that the new facility would be both modern and eco-conscious.

Sustainable features included:

  • LED Lighting Upgrades: Energy-efficient lighting systems throughout the showroom, service bays, and exterior reduced electricity usage.
  • Low-VOC Materials: Paints, adhesives, and finishes with low volatile organic compounds (VOCs) were used to improve indoor air quality.
  • Stormwater Management System: New drainage solutions were implemented to minimize runoff and protect the local environment.
  • Improved HVAC Efficiency: A new heating and cooling system provides better climate control while reducing energy costs.

A Seamless Customer Experience

One of the primary goals of the Volkswagen of Rochester renovation was to enhance the overall customer experience. Every aspect of the dealership was redesigned to improve flow, convenience, and engagement.

New customer experience features included:

  • Optimized Parking and Traffic Flow: A reorganized lot layout ensures easy navigation for customers and test drives.
  • Comfortable and Inviting Lounge: New seating, beverage options, and entertainment make waiting times more enjoyable.
  • Streamlined Checkout Process: Improved digital and in-person checkout stations reduce wait times for vehicle purchases and service transactions.
  • Contactless Service Options: Customers can now schedule appointments, approve repairs, and make payments through the dealership’s online portal.

A Successful Project Delivered on Time

The transformation of Volkswagen of Rochester was completed in under ten weeks—a rapid timeline that required meticulous planning and execution. Jewett Construction worked diligently to ensure that all aspects of the renovation met Volkswagen’s corporate identity requirements while exceeding dealership expectations.

Key success factors included:

  • Strict adherence to the project timeline, preventing unnecessary delays.
  • Consistent communication between the construction team and dealership management.
  • Expert project management to coordinate multiple phases simultaneously.
  • A commitment to high-quality craftsmanship and attention to detail.

Driving Into the Future with a State-of-the-Art Facility

With its newly upgraded showroom, service center, and exterior, Volkswagen of Rochester is now better equipped than ever to serve customers in New Hampshire and beyond. The dealership’s transformation not only enhances the buying and servicing experience but also strengthens its position as a leader in the Volkswagen retail network.

Jewett Construction is proud to have been part of this exciting renovation, delivering a facility that reflects Volkswagen’s modern brand image while optimizing efficiency and customer satisfaction. If you’re considering upgrading your dealership, contact Jewett Construction today to learn how we can bring your vision to life.

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