Luxury automakers in particularly have been focusing their attention to individual showrooms. Acura for example has begun investing heavily in its branding and services at the showroom level according to St Louis Acura dealers in order to raise the profile of the brand among premium car buyers. Additionally, a Los Angeles BMW dealer says that all products in the luxury segment remain so attractive and competitive that ultimately the focus has now widened to include the entire sales experience. As a result, if the showroom doesn’t give the premium feel that buyers expect, a dealer may lose a sale.

The latest to invest in its dealer showrooms is Audi. With an investment of $1 billion, Audi dealers will become transformed by the end of 2010 to include a new “Terminal” design scheme. The new design is intended to align dealerships with Audi’s image of sportiness, luxury, and efficiency. See the video of the new design above.

While automakers in every segment struggle to lure buyers back to showrooms, Washington DC Mercedes Benz dealers realize that service and the total package is exactly what premium buyers require. This is also why new car incentives have gone beyond low APRs and now include free maintenance and other enticing offers.

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