Chevrolet and Al Ghandi Auto have unveiled their plans for a new customer experience centre in Dubai, making the UAE the first market to get the retail concept from General Motors. The centre will be located at City Centre Mirdif, with the aim of offering visitors a unique experience that differs from the usual car showrooms, using digital technology and interactive tools.
What is the new Chevrolet customer experience centre?
The new Chevrolet centre is set to open at City Centre Mirdif, one of Dubai’s key shopping destinations. This centre differs from a regular showroom in that it provides visitors with an environment to learn more about Chevrolet vehicles and products.
GM has stated that the concept was developed through collaborative efforts by Chevrolet Middle East, GM’s global design departments, and external partners with expertise in interior design, lighting, construction, and immersive technology.
Why is General Motors rolling out this concept in the UAE?
Based on information provided by General Motors, the UAE was chosen as the first country to roll out the concept due to changes in consumer shopping behaviour and the adoption of digital retail technologies in the UAE.
Specifically, the company pointed to studies in retail showing that 67% of consumers in the UAE have used their smartphones in their last shopping experience, while 53% were interested in shopping via digital/physical channel integration.
What part does Al Ghandi Auto play in the project?
Chevrolet is partnering with Al Ghandi Auto, its sole dealer in Dubai, to construct the centre.
As per the two companies, the project is aimed at catering to the changing needs of the customers as it includes the combination of vehicle discovery, customer engagement, and digital technology in the retail environment. The facility is intended to complement Chevrolet’s existing network of dealerships rather than replace it.
What does the new concept comprise?
General Motors has not revealed the full set of features to be included in the facility at the time of its launch. However, the company says the facility would use immersive and digital technologies, along with unique designs for Dubai.
More information on the showroom’s facilities and offerings is expected to be revealed before the opening ceremony.
How does this project fit in with Chevrolet’s regional plans?
The new development comes as part of the 100th anniversary celebrations of General Motors’ presence in Africa and the Middle East. According to Chevrolet, this new concept is part of its efforts to align itself with consumer behaviour within the region.
It is also evident from this development that General Motors will continue working with its partner, Al Ghandi Auto, which has represented the brand in Dubai over the years.
The opening date of this showroom has not been disclosed by either company. Information regarding vehicle availability, promotions, and pricing structures has also not been disclosed at this time.
