Buick and GMC Showrooms Receive a Makover in the States

General Motors' efforts to revitalize its Buick passenger and GMC truck divisions are not only limited to updating each brands vehicle lineup but also extend to refreshing their joint dealerships across the country. The program includes a new exterior façade with updated signage, brighter and more comfortable showrooms with a customer greeting station as well as a lounge with free WiFi, while some dealers plan to go the extra mile and add a café or salon into the mix.
Global architecture firm Gensler is responsible for the styling while it also helps Buick and GMC dealers incorporate the changes to their existing facilities.
"The changes are important because both Buick and GMC currently attract more than 40 percent of their buyers from brands outside General Motors," the automaker said in a statement.
According to GM, more than 80 percent of eligible Buick and GMC dealers (about 1,900 showrooms) have enrolled in the dealership update program, with 170 having already completed the makeover. The automaker estimates that more than 2,000 Buick and GMC buildings across the States will be fully revitalized by the end of next year.
One of the first to complete the architectural updates is Paul Masse, owner of two Buick-GMC stores in New England.
“The design group from Gensler did a great job with the colors and appearance,” Masse said. “It really does bring in a new type of customer.”