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Why the Dealership Experience Still Matters
In our 2024 automotive report, we surveyed U.S. consumers who recently purchased a new vehicle, to uncover the dealership’s role in today's landscape.
Longo Toyota
Longo Toyota’s top dealership needed to be reimagined to catch up with its best-in-class business.
RETAIL EXPERIENCE / ARCHITECTURE
Opportunity
Longo Toyota’s El Monte, California facility is the largest and highest volume dealership in the U.S. As their top site both domestically and internationally for over 55 years, it was time the facility lived up to the services they provided.
The Change
Upon entry, you can see the bold new transformations, bringing both the Longo and Toyota brands center stage. Every detail was incorporated to spark engagement along the customer journey and signify the brand’s innovation and their moving toward the future.
The new, modern facility has additional showroom space and an ‘Innovation Core’ area, to display the most cutting-edge cars, including Toyota’s EV and hydrogen vehicles.
With great consideration for both the employee and guest journey, we designed a flexible site with a more pronounced staff area, and additional seating arrangements, hospitality zones, and tech bars. The 40,000 square foot showroom now appropriately represents this standout Longo Toyota dealership as a one-stop destination for customers.
Impact
The updated dealership has opened with an impressive increase in shoppers and sales. With the success of the new showroom, the team is now working on additional projects on the expansive 15,000-acre property.
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“Our customers love it. They walk in and are blown away.”
DOUG EROH
President and General Manager, Longo Toyota
