Projects

Serra Audi-VW Dealership

Traverse City, Michigan

    Client

  • Serra Automotive

    Project Size

  • 9,000 SF

UNDERSTANDING THE CHALLENGE

Serra Automotive operates an expansive, nationwide network of dealerships all centered on the customer experience. For their latest facility, a new combined dealership for Audi and Volkswagen (VW), they sought to create a sleek, modern sales space that highlights the two automakers’ respective vehicles and brand identities in a balanced, cohesive way. They engaged Ghafari to translate their vision into a 9,500 SF dealership positioned adjacent to their existing 36,000 SF parts and service building in Traverse City, Michigan.

TAILORING THE SOLUTION

We designed the dealership to appear as one unified building from the outside, but once inside, visitors are greeted with the seamless marriage of two separate dealerships. Each automaker has their own showroom that embraces a clean aesthetic. The two showrooms are joined in the middle with a common waiting area where customers from either dealership can sit and relax, explore branded merchandise, and peruse vehicle brochures from both brands. The dealership also accommodates desk space for showroom floor staff and restrooms.

SUPPORTING WHAT MATTERS

Our collaboration successfully captures the essence of each brand while supporting the customer-centric vision of Serra Automotive.