Chevrolet Retail Experience

Reimagining Chevrolet’s dealership of the future began with extensive field research, visiting dealerships around the world and talking to customers, dealers, and GM leadership about their current processes, what worked and didn’t work, and their view of what the future dealership could and should be.

We developed a design strategy based on the intent to transform the painpoints associated with buying and servicing cars into positive emotional experiences. The strategy is inspired by human needs, wants, and behaviors, and is built on a strong foundation of four pillars - Forward Tradition, Transparency, Engagement, and Empowerment - which serve as guardrails, assuring consistency in showroom, garage, and satellite stores across the globe.

Our team designed two mockups, constructed at different levels of fidelity, that allowed continuing research and refinement based on direct feedback from users. The ongoing design effort encompasses space, touchpoints, and technology to enable new interactions at existing retrofit dealerships, in addition to exploring the future state of new-build dealerships.