The new retail concept will offer shoppers the opportunity to browse and buy from the Volkswagen range of passenger cars in an environment where they shop regularly. The company hopes to benefit from Bullring’s annual footfall of 36 million and its position in the heart of the UK’s second largest city.
Partnering Volkswagen in the project is Johnsons Cars, which was formed in 1999 and has run Johnsons Volkswagen Retailers in the Birmingham area since 2004.
Designed by retail design agency Dalziel & Pow, the store features a variety of displays that highlight Volkswagen’s advanced in-car technology. Shoppers will be able to experience the cars first hand by sitting in the various Volkswagens on display.