Chrysler Jeep® Retail Formats

Transcription

Chrysler Jeep Retail Formats
®
STANDARDS AND GUIDELINES
INDEX
®
FOREWORD
1
1.
FUNCTIONAL RELATIONSHIP BETWEEN DEPARTMENTS
3
2.
ARCHITECTURE
5
3.
PRODUCT PRESENTATION
21
4.
INTERIOR DESIGN
23
5.
MATERIALS AND COLORS
32
6.
TECHNICAL SERVICES AND UTILITIES
39
7.
EXTERNAL AREAS
46
8.
WORKSHOP AND PARTS DEPARTMENT EQUIPMENT
52
9.
EXTERIOR CI ELEMENTS
54
IMPLEMENTATION
59
10.
CONTACT DETAILS
61
FOREWORD
®
Chrysler
Chrysler has a rich tradition going back to the late 1920's. Over the
years, its brand identity has been very consistent. Without losing sight
of its heritage, Chrysler has been at the forefront of automotive innovation with products that trigger strong emotional appeal.
Today Chrysler can best be characterized by vehicles passionately
designed and built by America's quintessential car company. At
its core, Chrysler can best be characterized as American Dream
Machines:
Expressive: holistic design, beauty that is self-evident
Refined: premium quality & craftsmanship
Confident: balance & control
Romantic: passion that lasts
Every customer contact point should strive to appeal to these foundational expressions of the Chrysler brand. The dealership atmosphere
and experience, need to embrace these brand descriptions in a seamless manner. Color, design, and texture all need to exude the Chrysler
brand identity.
Jeep®
The Jeep tradition is steeped in capable transportation going back 60
years. Its heritage is firmly linked to its role as America's pre-eminent
mode of transportation during World War II. Today, Jeep has not only
retained its American character and rich history, but has successfully evolved into a global player in four-wheel drive technology while
leading the proliferation of the Sport Utility Vehicle worldwide. Today,
Jeep is one of the most recognized automotive names in the automotive industry.
Chrysler – makes the ordinary feel extraordinary, alive
Guided by its rich history, Jeep can best be characterized as possessing the capability to allow people to do anything and go anywhere,
“Only in a Jeep”. At it's core Jeep can best be described as:
Authenticity: the original four-wheel drive leader.
Mastery: puts the driver in control with command-of-the-road vantage point, superior capability, performance, and, security.
Freedom: The legendary capability of Jeep that allows owners to escape the daily grind and harmonize with nature while experiencing
extraordinary adventures.
Reach: the ability to go, and be accepted anywhere; vehicles that are
not only exceptionally rugged, but also offer a surprising level of comfort and convenience not typical of most common Sport Utility Vehicles
Jeep pretenders.
Jeep essence is one of the most pronounced brand characters in the
world today. No other automotive company can claim such rich Sport
Utility Vehicle heritage and leadership … “there's only one.”
Jeep – free spirited
To truly leverage Jeep's emotional power and customer appeal, its
theme needs to be carried through all Jeep customer contact points.
The Jeep dealership atmosphere and shopping experience, need to
exude clear Jeep image characteristics.
page 1
®
FOREWORD
The architecture establishes the design and atmosphere of all
Chrysler Jeep® Dealerships. The aim is to create an identity that can
be recognized within and across all retail formats. In doing so, it
attempts to visualize the brand positioning and values.
The style and language of design of the Chrysler Jeep Dealership helps
to communicate brand values and identity. The same modern American design which typifies the products is also to be found in the architecture.
The brand architecture lays down standards which give rise to three
different sizes of Dealership according to annual sales figures.
Overview of site with Chrysler and Jeep themed areas
page 2
1. FUNCTIONAL RELATIONSHIP BETWEEN DEPARTMENTS
®
Regard for functional areas 3 and 4 is of fundamental
importance.
The customer, for whom the operation is designed, is always of central importance. The customer enters the Dealership via the
showroom and initial contact is made in the customer reception. This
represents, if you will, the heart of the sales format. Individual operational areas are to be laid out in the following way:
The lines between the parts department with parts distribution to the
workshop and parts sales to the customer reception should converge
upon one point. There is a direct link between the customer reception
and the showroom. The direct customer reception is positioned so that
the customer can immediately access the customer reception. The
workshop area is reached via the customer reception. Transparency
between the customer reception and the workshop is important in
order to demonstrate expertise. The outdoor areas are designed in
such a way that each operational section has a parking area or car
park allocated to it, thus keeping distances to a minimum.
Functional areas 3 and 4
Functional area 3: Showroom, parts department and workshop are
standing in a logical relationship to the customer reception.
Functional area 4: The direct customer reception is a logical extension of the customer reception.
The functional arrangement of operations on the site and the relationships between the individual operational sections have a major
impact on the efficiency of the business. Conversely, a lack of functional planning will generate high costs.
Individual operational sections – showroom, customer areas, direct
customer reception, administrative areas, workshop, car wash and
valeting bays, parts department with overnight parts delivery,
social rooms and, if necessary, special operational sections such as a
bodyshop, paint shop etc. – must stand in a logical relationship to
one another.
Accurate functional planning for the individual sections will also
balance the financial relationship between the function and the building costs. In addition, there must be provision for future expansion
by extension of the facility as appropriate.
Parts department
1
2
3
4
5
Workshop
Showroom
Direct customer reception
1 =
2 =
3 =
4 =
5 =
Overnight parts delivery
Oil store
Parts department
Workshop manager
Customer reception
Functional arrangement
page 3
1. FUNCTIONAL RELATIONSHIP BETWEEN DEPARTMENTS
®
Easy access and orientation
Access and orientation on the site of the Chrysler Jeep® operation
should be self-evident and free from obstacles or problems. This not
only conveys a sense of comfort to the customer, but may also give
passers-by the impulse to pay a spontaneous visit.
The following important points should be observed, however:
– Access to the Chrysler Jeep location must be clearly
marked and immediately identifiable.
– The operation must have visible identification in order that it can
be found easily.
– The site must be easily accessible to both car drivers and pedestrians.
– Upon arrival at the premises, the customer parking area and
entrance to the Chrysler Jeep operational areas must
be immediately visible and identifiable.
– An interior guidance system directs customers to their desired
operational section.
1
2
3
4
5
1
6
7
7
8
9
7
10
11
12
13
12
15
14
12
12
17
12
16
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
19 =
New and used vehicles stock
Staff parking
Accident vehicles
Recycling
Courtesy vehicles
Workshop
Used vehicles area
Reception parking
Customer reception
Parts department
Customer parking1
Showroom
Demonstration vehicles
Jeep ranch
Car wash
New vehicle handover
Brand presentation
Used vehicle display area
18
18
19
A suggested example site of the Chrysler Jeep operation
page 4
2. ARCHITECTURE
®
The Chrysler Jeep® Dealership presents itself in a characteristically
prominent fashion:
– by means of the showroom area, the part of the building which
predominates and defines the brand
– by means of the After Sales areas, workshop, direct customer
reception and parts department
One characteristic feature of the Chrysler Jeep Dealership is the differentiated design of the operational areas, whilst still retaining
harmony in the overall appearance. At the same time, particular
emphasis is given to the showroom.
The overall appearance is characterized by consistent application of
design, colors and materials. Holistically these features give visual
form to the brand values and create the unmistakable image and
identity of the Chrysler Jeep Dealership.
– by means of open access and good parking facilities.
Customers or visitors make initial contact inside the building itself.
They should be allowed to evaluate the brand values for themselves,
be greeted in spaces which are open, friendly and inviting and be able
to experience the quality of the vehicles.
View of showroom + workshop
The characteristic features are standardized and implemented in the
form of three sizes of operation. The architectural design features are
laid down as design guidelines and standard details.
Layout
page 5
®
2. ARCHITECTURE
Guidelines for the design of the building complex:
The operational areas radiate from a focal point – the customer
reception – which serves as a central customer area. The design of
the various areas will differ depending on their function, yet will still
create an integrated appearance that is characteristic of the brand.
The independent shape of individual operational areas is made possible using standardized design grids, materials and colors.
The roofs, which are identical in shape and structure, and roof overhangs in filigree design are an integral feature of the glazed showroom. The showroom and customer area are highlighted in particular
by means of significant design elements. Glass façades, which in certain areas are closed by means of metal panels inserted between the
façade, give the roof a light appearance and determine the character
of the architecture.
Showroom
Workshop – Variant with fanlight
Workshop – Variant without fanlight
page 6
2. ARCHITECTURE
®
Chrysler Jeep Dealership
for more than 200 new car units:
A
®
Ground Floor
E
F
G
DP
15
H
I
J
K
L
M
16
25
1
17
3
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Valeting bay/exhaust testing room
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
D
24
5
3
2
23
4
8
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
11
5
3
28
27
2
5.00
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Customer waiting area
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
C
9
4
26
35
22
21
3
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
B
29
5
1
5.00
5.00
5.00
5.00
5.00
5.00
The ground floor plans were developed based on the recommendation matrixes from page 13 to page 16. These matrixes show the minimum space requirements.
Additional transit and other areas have been included in the ground floor plans (and are over and above the minimum requirements).
5.00
5.00
5.00
5.00
page 7
2. ARCHITECTURE
®
A
®
First Floor
E
F
DP
G
18
H
20
I
J
K
L
M
19
31
7
32
1
7
17
12
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
D
30
7
2
32
31
36
6
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
6
6
36
3
34
34
14
34
5.00
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
C
10
33
4
13
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
B
34
5
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
page 8
2. ARCHITECTURE
®
F G
H
I
J
K
Ground Floor
L
M
N
25
24
5.00
35
DP
2.50
5
15
5.00
1
3
2
16
23
17
3
28
5
2
11
9
3
3
5.00
27
11
3
5
22
21
5.00
3
5.00
4
1
29
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
29
5.00
5.00
5.00
5.00
26
35
36
8
5.00
5.00
4
3
6
5.00
E
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
D
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
5.00
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
C
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
B
5.00
A
®
5.00
5.00
page 9
2. ARCHITECTURE
®
A
®
F G
H
I J
K
L
M
N
31
5.00
32
First Floor
5
5
5.00
17
3 13
2
30
19
20
5.00
18
1
34
5.00
2.50
DP
5
3
5.00
Counter
34
12
33
13
34
14
10
5.00
5.00
36
5.00
4
5.00
5.00
5
13
6
34
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
E
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
D
2.50
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
C
5.00
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
B
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
page 10
2. ARCHITECTURE
®
A
®
B
C
D
E
F
G H
I
J K
L
M
N
7
DP
15
25
26
16
1
29
3
5.00
3
3
28
2
5.00
17
3
3
12
3
28
4
36
5
4
13
29
8
Front
edge
of gallery
2
5
29
27
11
9
29
11
3
3
6
21
21
3
7
Ground Floor
24
23
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
5.00
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
O
1
5.00
5.00
5.00
5.00
22
22
5.00
5.00
5.00
5.00
5.00
5.00
5.00
5.00
page 11
2. ARCHITECTURE
®
A
®
B
C
D
E
F
G H
I
J
K
L
M
N
O
5
30
6
18
1
20
7
19
7
5.00
13
32
31
3
34
2
5.00
17
12
3
34
6
36
13
7
33
4
34
34
Front edge
of gallery
5
14
10
6
34
34
7
First Floor
31
32
DP
5.00
Compressor
POS/brochure store
Vehicle handover
Unit repair
Heating plant
Incoming services
Cleaning supplies
Workshop
Diagnostics bay
Mess room
Changing area
Washroom/shower
Tyre store
Void
Storage area
Additional rooms
5.00
19 =
20 =
21 =
22 =
23 =
24 =
25 =
26 =
27 =
28 =
29 =
30 =
31 =
32 =
33 =
34 =
35 =
36 =
5.00
Main entrance
Showroom
Sales offices
Disabled toilet
Toilet
Toilet (ladies)
Toilet (men)
Kitchen
Customer reception
Workshop manager
Manager´s office
Accounting
Training room
Oil store
Parts department
Archives
5.00
1 =
2 =
3 =
4 =
5 =
6 =
7 =
8 =
9 =
10 =
11 =
12 =
13 =
14 =
15 =
16 =
17 =
18 =
5.00
5.00
5.00
5.00
5.00
34
5.00
5.00
5.00
5.00
5.00
5.00
5.00
page 12
2. ARCHITECTURE
®
Recommendation: Sales
STOCK
AREAS
TOTAL
Sales Runner
Manager
Units
Units
Units
Units
sq.m.
Units
sq.m.
Units
sq.m.
Units
sq.m.
Units
sq.m.
sq.m.
sq.m.
sq.m.
200 *
17
40
5
5
175
31
620
5
50
1
35
26
390
260
1010
1270
5
0
1
400
33
80
8
10
350
60
1200
9
110
1
35
52
780
495
1980
2475
9
0
1
600
50
120
10
15
525
88
1760
14
160
2
70
78
1170
755
2930
3685
14
1
2
NV + UV
Units
Total area – sales
15 sq.m. per vehicle
Sales
staff
Share of 50% New/Used
Total
20 sq.m. per NV/UV
Exterior
Share of 50% New/Used + Demo
Interior
35 sq.m. per NV
Other storage
areas
min. 5
Delivery
area
min. 5
Sales staff
office
NV x 1,0/Turnover factor 5
External display
NV + UV
1/12 of Annual Sales Target
Showroom
ANNUAL SALES TARGET
New
Used
Demo
Vehicles Vehicles Vehicles
STAFF
Quantity Quantity Quantity
DSO/S Financial Feasibility Studies on the new Chrysler Jeep® Retail Formats for Greenfield projects have shown that a favourable ROS is achieved at an annual throuput of 400 units.
* A Feasibility Study is imperative for a Greenfield outlet with planning potential of minimum 200 units. Cost driver levels specific to each market and/or region will determine viability of outlet.
page 13
2. ARCHITECTURE
®
Recommendation: Administration
Total
Quantity Quantity
Total
TOTAL
Exterior
Technical rooms
Customer toilets, kitchen, brochures,
training room, archives, EDP room
ANNUAL SALES TARGET
Interior
General manager
Auxiliary rooms
Accounting/Administration
General administration
Accounting/
Service manager
Administration
Total
Manager´s office
Reception ordering material planning
Customer reception
STAFF
Cashdesk/Info
AREAS
Units
Units
sq.m.
Units
sq.m.
Units
sq.m.
Units
sq.m.
Units
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
Quantity Quantity
200 *
1
50
1
15
2
24
1
12
5
36
8
145
0
145
1
2
1
4
400
2
100
1
20
4
48
2
24
6
56
10
258
0
258
2
4
1
7
600
2
100
2
40
6
72
2
24
7
88
15
339
0
339
2
6
1
9
page 14
2. ARCHITECTURE
®
Recommendation: Customer service, parts and accessories
AREAS
Workshop auxiliary rooms
Parts department
recommendation
Regular customer factor
Regular customers
No. of direct reception bays
50 sq.m. per reception bay
No. of lifts
40 sq.m.per bay incl. traffic area
No. of electro-bays
35 sq.m. per bay incl. traffic area
No. of valeting bays
40 sq.m. per bay
Repairs/tire service
Cleaning supplies storage
Body parts department
Oil store/battery room
Parts and accessories department
incl. warranty returns
Night depot
Social rooms
Total area – customer service interior
Valeting bays
General
auxiliary
rooms
8-year park
Service bays
Workshop bays
Electro bays
ANNUAL SALES TARGET
Direct customer
reception
Units
Units
Factor
Units
Units
sq.m.
Units
sq.m.
Units
sq.m.
Units
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
sq.m.
200 *
1600
0,7
1120
1
50
5
200
1
35
1
40
12
4
6
6
110
8
28
499
400
3200
0,7
2240
1
50
11
440
2
70
1
40
20
6
8
10
120
10
30
804
600
4800
0,7
3360
2
100
15
600
4
140
2
80
30
10
12
12
170
12
40
1206
page 15
2. ARCHITECTURE
®
Recommendation: Customer service, parts and accessories
STAFF
Administration + management
Service & Parts Staff
Service customer parking (min. 5)
Units
2
2
6
4
12
5
31
620
24
5
4
10
7
24
5
55
1100
33
7
7
17
9
33
6
79
1580
5
1
1
0
2
1
0
12
400
60
40
45
804
145
949
2
2
11
2
1
2
3
1
2
600
90
60
45
1206
195
1401
2
3
15
4
1
3
4
1
3
sq.m. sq.m. Quant. Quant. Quant. Quant. Quant. Quant. Quant. Quant. Units
Total staff
1
Parts staff
1
Parts manager
609
Vehicle valet /auxiliary staff
110
Customer service
499
Warranty
45
Electrician
25
Mechanics
40
Service advisor
200 *
Service manager
sq.m.
Quant. Units
Total area req. for parking
Sales Staff
Units
sq.m.
Total quantity of parking bays
(x 20 sq.m.)
Customer parking used vehicles
Total useable area incl. total area
customer service parts & acc.1
Units
Area for recycling material
Units
Units
sq.m. sq.m.
Parking requirement as per local legislation,
partially included with other outdoor areas.
Units
Area for accident vehicles
Total area/customer service exterior
Parts department
ANNUAL SALES TARGET
Total area/customer service interior
Workshop
Other customer service useable area
Other temporary
parking
PARKING
Customer parking new vehicles
AREAS
Units sq.m.
page 16
®
2. ARCHITECTURE
2.1. Standard Details
Standard details which form distinguishing elements in the brand
identity:
Certain architectural elements such as the beams, roof edge, glass
façade, external wall and entrance are all standard elements. Nevertheless the guidelines provide you the freedom to adapt your structure to satisfy local conditions.
The standard details for Chrysler Jeep® Dealerships are constant elements which apply for all types of operations. The details can be
adapted to suit the specific dimensions of the individual Dealership.
The following elements are standard:
Roof overhangs, roof edges and beams:
The generous roof overhang to the showroom emphasizes the classical design of the Dealership as a whole. Combined with thin roof
edges they create a visual link between the individual operations.
They provide a bridge between the interior and the outdoor areas and
also offer protection against sun and rain.
Roof overhang – showroom
The anthracite-colored filigree steel roof beams penetrate the façade
and rise up to meet the slender roof edges. They contrast with the
white aluminum-colored undersides and roof edges, thus emphasizing the overall technical, filigree look.
Roof overhang – workshop
page 17
2. ARCHITECTURE
®
The Chrysler Building in
New York:
The building was designed to
resemble a Chrysler automobile.
The façade is made of Nirosta
metal, a nickel-chromium steel
alloy very similar in appearance
to platinum. Elements of the roof
design were inspired by the
design of the hood ornament of a
1929 Chrysler Plymouth. The
31st floor contains what looks
like shiny metal wheel trims.
Main entrances in the showroom
and customer areas:
The main entrances are significant elements in the Dealerships; they
are the first point of contact for the customer with the brand.
The two most distinguishing design features are, two solid wall sections rising to just below the level of the roof edge, and three arched
sections of thin aluminum sheeting placed one above the other providing a finishing feature above the entrance.
The vertical wall sections serve to break up the horizontal subdivision
of the showroom area, but are nevertheless subordinate to the overall
concept. The upper horizontal finishing feature is made of filigree aluminum sections and emphasizes the arch of the door, tapering downwards like the scales of a fish, with lighting in the spaces between.
The inside of the “wall sections” can contain glass cases providing an
original display of Chrysler Jeep® accessories. Here, at the main
access point to the Chrysler Jeep Dealership, high quality design and
functionality are incorporated into a single concept.
The Chrysler-Building in New York
Main entrance – showroom and customer areas
page 18
®
Showroom and customer area façades:
Generously proportioned glazed areas create a direct link from the
inside to the outside and provide a visual experience for the public.
Transparency signifies openness and trust. The structure of the
façade, which uses a mullion and transom construction with dark
anthracite-colored glazing bars, is deliberately of expansive design.
The glass façade rises to meet the undersides of the roof and is partially closed by means of a horizontal fascia. The fascia lends emphasis to a narrow horizontal glazed area positioned above it, which adjoins the roof and thus makes the roof structure appear lighter.
Workshop façade:
The workshop façade, with its relatively large area of metal cladding,
primarily has a functional role. The external walls are clad in one
meter wide thin aluminum elements which reach the height of the
building. The appearance conveys the technical and functional
aspects of the workshop. Openings in the façade such as windows
and doors are integrated into the façade as required as individual elements. The workshop façade may be constructed with or without the
roof overhang and accompanying fanlight.
2. ARCHITECTURE
Showroom façade
Workshop façade – variant with fanlights
Workshop façade – variant without fanlights
page 19
2. ARCHITECTURE
®
All standard details are incorporated into complex design systems.
This ensures that the details are kept in proportion for all types of operations. Standard details defined in this way emphasize flexibility in
the specific designs. This flexibility also enables the standards to be
easily incorporated into conversions and extensions.
2.60
1.80
90
1.70
Canopy
5.00
90
3.20
5.00
1.80
Canopy
+- 0.00
x/2
30
30
75
2.00
75
5.50
1.80
x/2
1.12
15 75
+ 3.95
80
80
+ 5.50 LB bottom edge girder
75
2.94
30
1.25
Showroom
Workshop
Parts department
Main entrance
Stair construction and gallery
90
3.80
–
–
–
–
–
–
5.00
DP
4.70
Additional brochures on the chapter 2 Architecture containing detailed information on the following areas can be obtained from the Architecture Center:
2.00
main
entrance
façade showroom
Cross-section – Main entrance
page 20
3. PRODUCT PRESENTATION
®
Both Chrysler and Jeep® are firmly rooted as quintessential American
brands. Brand expressions such as freedom and individuality are key
descriptions underlying each brands’ image.
Chrysler – “Drive & Love”
In terms of design, the brand product presentation must not only respect brand values, but also help to communicate them. The architecture of the Chrysler Jeep Dealership attempts to convey this. The
Chrysler Jeep Dealership should radiate individuality.
Although its roots should be identifiable at all times, it is precisely in
those markets outside North America where the courage to be independent must be shown. The friendly and open environment provide
an invitation to the customer to come in and experience the products
in an appropriate setting.
Jeep – “Only in a Jeep”
page 21
3. PRODUCT PRESENTATION
®
In front of the Dealership and facing the road, the customer is able to
make significant initial contact with the product and its emotional
appeal. To the left and right of the entrance, the Chrysler and Jeep®
brands are presented in their respective typical environments. On a
section of Route 66 highway stands a Chrysler vehicle; to the other
side of the entrance a Jeep model is presented to customers in an
environment of rocks and rugged natural surroundings resembling an
off-road circuit. In both cases, the latest models should be displayed.
Jeep vehicles are displayed in the showroom in an environment which
appeals to the emotions and reflects the incomparable sense of driving pleasure such vehicles afford. One display space will recreate
this particular brand experience – a natural landscape providing offroad conditions such as uneven ground, water, inclines and hills.
These elements represent the environment in which a Jeep vehicle is
best presented in order to arouse in visitors the desire to take to the
wheel. Technical accessories and other extras should be displayed
alongside the vehicle to demonstrate the versatility of Jeep vehicles.
The interior of the showroom continues the themes shown outside:
Chrysler vehicles on one side of the showroom, Jeep vehicles on the
other – both in their brand specific surroundings. The route between
the two brands leads the customer past a display showing the latest
models to the central reception and service area – the customer
reception. In addition to the physical presentation of the vehicles,
screens are used in the showroom interior to provide a variety of information relating to the brand and the product.
Chrysler and Jeep themed areas at the front of the Dealership
Branding Walls in the showroom
page 22
®
4. INTERIOR DESIGN
The interior architecture, together with the interior design, materials
and color concepts, fittings and furnishings, are what help to create
the desired recognition and brand specific image. The fascination
generated by the product is captured within an appropriate environment, in which the ambience created by the interior design ensures
that the world of the automobile is one which is both real and tangible
for the customer.
The interior of the Dealership conveys openness and transparency, as
well as technical expertise. The building’s functional layout creates a
well organized, clear and customer oriented interior design.
The inviting impression created by the exterior of the building continues on the inside. By creating visual links between the sales area,
the service area and the parts and accessories areas, the customer is
able to participate visually in all the processes inside the Dealership.
For the potential Chrysler or Jeep® customer, the showroom is the initial and most important point of contact. Here, the customer is greeted
and looked after appropriately amid pleasant and stimulating surroundings. It is therefore of particular importance to create a showroom oriented towards the needs and wishes of the customer.
Showroom and gallery area
page 23
®
4. INTERIOR DESIGN
The interior design of the workshop and parts department emphasizes
functionality, economy and efficient processes. The architectural conditions and fittings also play a significant part in determining the
quality of work achieved in the technical areas of the Dealership.
This is equally true for the office areas: clear functional division of the
areas complies with current standards and guidelines governing
office workstations. Both staff and customers should feel at ease in
this working environment.
The specifications for the interior design of individual operational
areas are set out in the following chapters, 4.1 Fittings and 4.2 Interior. Precise descriptions for interiors can be found in the chapter
5. Materials and Colors.
Office workstation
page 24
®
4. INTERIOR DESIGN
4.1. Fittings
The open and clearly subdivided structure of the showroom area
allows for the greatest possible flexibility when it comes to the design
of fittings:
Showroom and customer areas
The showroom area is divided into separate Chrysler and Jeep® areas.
Designer Arnell and furniture manufacturer Knoll were commissioned
to develop a presentation system which successfully expresses the
brand philosophy. Semi circular modules, made in a framework construction with integrated graphic panels, provide flexibility and
expansion possibility. The showroom area should include:
– Branding walls
Chrysler Jeep each have their one landscape. These walls present
an exciting visual story that captures the design, function and
emotion of each brand. Space dividers are transformed into backdrops, setting the stage for each specific brand experience.
Brand area Chrysler
Brand area Jeep
page 25
4. INTERIOR DESIGN
4.1. Fittings
®
– Literature display
The literature display houses a number of racks for car brochures
as well as magazines. The graphics on the backdrop of the display compliment each branded landscape. It comes with a pole
and can be mounted directly onto the 90 cm, 135 cm or
170 cm frame.
– Vehicle technical specification stand
This provides the customer with additional information about the
vehicle, such as vehicle data, prices, etc.
Additional branded elements that are part of “The Look of Pride”
program for Dealerships are available:
–
–
–
–
–
–
–
–
Sales desk
Reception desk
Display shelf
Rolling pedestal
Draw lat file
Door cabinet
Chairs
Car pads
Vehicle technical specification stand
Literature display with brand graphic on the backdrop
These can also be purchased from Knoll. Please see contact details on
page 62.
page 26
4. INTERIOR DESIGN
4.1. Fittings
®
Interior directional signage system
In order to assist customers and visitors to find their way around the
Dealership easily, all important areas and access routes are shown
using an interior signage system. Where signs are displayed, however,
these should be restricted in number to those which are absolutely
essential. The information signs can be freestanding, suspended and
wall-mounted for the following areas:
–
–
–
–
–
–
–
Reception
Service reception
Parts department
Exit and emergency exits
Customer toilets
Sales manager
General manager
Interior
directional
signage system
under development
The size of the signs depends on their position and distance from the
viewer. They should be easily legible without being over-dominant.
page 27
4. INTERIOR DESIGN
4.1. Fittings
®
Workshop and parts department
The fittings in the technical and logistical working areas of the Dealership are of a purely functional nature. The color of the workshop
fittings – anthracite gray (RAL 7016) – has been chosen for its practicality and to blend in perfectly with the overall concept.
In the parts department, the colors of the shelves are chosen to match
the architectural concept: the supporting structure is in anthracite
gray, the shelves are galvanized steel or made of wood, and mezzanine floor and walkways are also galvanized steel.
Workshop
Parts department
page 28
®
4. INTERIOR DESIGN
4.2. Interior
The interior of the Chrysler Jeep® Dealership is defined by the design
of the ceiling, walls and floors. The resulting ambience of the space
determines the atmosphere of the Dealership. For definitions of materials and colors see chapter 5.
The showroom and customer zones in the Dealership are subdivided
into areas with specific design elements.
Showroom and customer areas
The showroom and customer areas are the parts of the Dealership
which have the most significant effect in the building’s overall appearance. Interior design features, such as the shape of the structure,
the choice of materials and colors, as well as the fittings themselves,
determine the impression created by the space and how it is subdivided.
An open and transparent structure, combined with a presentation of
the product which does justice to the brand, serves to create the right
environment for Chrysler Jeep automobiles.
Colors and surfaces in the interior are in restrained tones of white and
anthracite. The recommended floor covering is light gray tiles. Vehicles of any color can be displayed to their best advantage on a neutral background without risk of a clash of colors. Light-colored flooring has a welcoming effect and reflects light better than darker
flooring. A change of materials from tiles to a textile floor covering
serves to mark out the boundaries of the sales area.
The showroom is divided into separate Chrysler Jeep areas
page 29
4. INTERIOR DESIGN
4.2. Interior
®
The customer reception
The customer reception is the heart of the operation. Visitors should
feel welcome here and be able to wait in comfortable surroundings
should the need arise. From here the customer has a view and direct
access through to the showroom; the direct customer reception,
accessories shop and parts sales are also within the field of vision.
Glass partitions create a transparent transition between the customer
reception and the display. Flooring in light gray tiles completes the
harmonized concept of the interior design.
Shop
The sale of Chrysler Jeep® original parts and accessories is one of the
core services of the operation. For this reason sales takes place close
to the parts department and with a direct link to the cashdesk and
accessories shop. Accessories and original parts are displayed in the
customer zone as well as in the showroom. Fittings elements are either a part of the showroom or, depending on their size, are incorporated in one of the areas. Where the latter is the case laminated floor in
pearwood emphasizes the area and separates the shop from the rest
of the interior.
The direct customer reception essentially sells services. The space is
designed to create a bright and welcoming impression – as is the
case also with the neighboring customer zone. The choice of uniform
floor covering and wall and ceiling design emphasizes the fact that
these two operational areas belong together.
Acoustic requirements are satisfied by the use of sound-absorbing
surfaces on the ceiling.
Office areas in the display
Fittings are chosen so as to be functional and ergonomic. Inviting
rooms are essential in order to create a pleasant and productive working environment. It is possible to transform monotonous surroundings into a welcoming ambience by thorough planning and design
measures. Carpet as the floor covering and bright wall surfaces provide the finishing touches to the pleasant atmosphere found in the
office areas.
Customer reception
page 30
®
4. INTERIOR DESIGN
4.2. Interior
Workshop and parts department
The uniformity of the design of areas such as sales, service and the
parts department is what creates the sense of unity throughout the
Dealership. Parallels are desirable in this context. The interior design
of the workshop in the Dealership radiates technical expertise and
functionality, and includes some of the features of the showroom
design.
Ceramic or clinker flooring is recommended as a floor covering; for the
parts department, in particular, industrial floor coverings such as
hardened concrete, synthetic resin or bitumen are also recommended
on account of their seamless surfaces (having a high resistance to oil
and acid spills and hardwearing nature). Full details of materials and
colors for the workshop and parts department can be found in the next
chapter, 5. Materials and Colors.
Workshop work bays
page 31
®
Materials and colors make an important contribution towards a uniform image and brand recognition. The material and color concept
has been harmonized for both the outside and inside of the building
and redefined according to function. Materials have been chosen so
that they can be combined with one another.
5. MATERIALS AND COLORS
Materials
The choice of colors for flooring, walls and ceiling should work together to create an overall impression which successfully harmonizes the
brand colors and materials to their best effect.
Existing Dealership operations can be converted and extended by
redesigning them in accordance with the standard material and color
concept, in order to bring them into line with the requirements of the
Chrysler Jeep® brand image. The standards for the interior and exterior
have been formulated to allow Dealership operations to be effectively
and economically redesigned. Existing color schemes can be changed
and new elements can be easily integrated into existing facilities.
page 32
5.1. Materials – Colors – Products
®
Frame system
The most important visual elements of the frame and grid systems are
standardized as coherent design elements. The entire frame is made
of steel or steel plate so as to emphasize the filigree yet technical look
of the building.
Roof edge, purlins:
RAL 9006 white aluminum
Steel columns, girders:
RAL 7016 anthracite gray
Fascia – customer area:
Official color of the
Chrysler Corporate Dealer Identity
RAL Design 100 90 05
pearl gray
Windows, workshop doors
Cross-section – frame system
Façade system
The subdivided structure of the façade generates visual interest. The
façade consists of glass panes of different sizes and shapes and integrated sheet façade elements bearing the Chrysler Jeep® logo. The
technical effect is enhanced, for example, by the pattern of mullions
and transoms. There is a choice of steel or aluminium to built the façade frame.
Façade system – showroom area
Façade – workshop
page 33
®
Ceilings
Ceilings are characterized by the visible frame. Suspended ceilings
are used in certain places.
Trapezoidal sheets:
Sun blinds
Exterior sun blinds protect against overheating; translucent interior
blinds protect against glare.
Suspended ceilings, concrete
ceilings:
RAL 9010 pure white
Trapezoidal sheets in showroom area
Blinds:
Cross-section - sun blind system
page 34
®
Main entrances
The main entrance to the Dealership is devised as 2 wall elements
which slide into the façade. The main entrance element is given extra
height so that it is clearly visible even from a distance. The design
emphasizes both the contrast between the features of the entrance
and the façade and its integration into the overall concept of the façade.
Walls – main entrance:
brickwork with smooth plaster
RAL 7037 dust gray
Arch elements above door:
Interior walls
RAL 9010 pure white
Interior glazed doors in office area
Cross section - main entrance
Internal walls
The internal walls of the showroom are fundamentally neutral and
restrained in design so that they do not compete with the product.
Interior glazed doors in office area
page 35
®
Doors in internal walls
Interior doors are designed to create an integrated appearance with
the wall surfaces.
Door in showroom area:
RAL 9010 pure white
Door in showroom area: glass
Doors in showroom area
Door frame in showroom area:
RAL 9010 pure white
Door in workshop area:
page 36
®
Floors
The atmosphere in the showroom area should maintain a bright and
welcoming feel using white and gray tones. The product should
remain in the foreground.
Showroom area:
speckled tiles: light gray
Showroom area:
speckled tiles: mid-gray
Showroom area:
Loop carpeting:
mid-gray and blue
Showroom area:
Loop carpeting:
light gray and blue
Workshop + parts department:
ceramic flooring:
light gray
Workshop + parts department:
ceramic flooring:
dark gray
Tiles in showroom area
Shop:
Laminate, pearwood
Sales offices:
Loop carpeting:
blue and white
The workshop floor should be extremely functional and hardwearing.
Ceramic flooring in workshop
page 37
®
Stairs
The stairs are one of the most important design elements in the showroom and have a filigree steel structure. The visual appearance of the
stairs is clearly underlined by the careful use of materials.
Steel structure:
Banisters, handrail: stainless steel
Steps: pearwood or
pearwood appearance
Stairs in the workshop area are made of concrete.
Staircase - handrail
Workshop: concrete
page 38
®
6. TECHNICAL SERVICES AND UTILITIES
Of increasing importance in the architectural design of a building –
alongside its overall appearance and functional layout – are running
costs and energy consumption. Viewed over the entire life cycle of a
building, these amount to many times the investment costs. Moreover,
high energy consumption – and the harmful emissions which arise as
a result – are a burden on the environment.
The application of innovative solutions in the technical services and
utilities within the building not only serves to optimize the operational
efficiency of the building and user comfort but also minimize running
costs.
Only by means of an integrated planning process, involving the close
cooperation of architects and construction engineers, is it possible to
achieve an intelligent building capable of meeting the users’
demands for design, functionality, technology and economic viability.
page 39
®
6.1. Lighting
The Chrysler Jeep® Dealership is primarily characterized by an optimum synthesis of architecture, color and light. Zonal and daylightoriented lighting management attracts the observer’s attention from
near or far, during the day or at night, and effectively sets the scene
for the exhibits using different lighting effects.
Lighting presents the brands and the materials. Lighting stimulates
the observer, drawing them into a positive aura radiating security and
expertise.
Lighting also motivates the staff and transmits a feeling of security,
as well as satisfying ergonomic criteria.
page 40
6.2. Electrical Engineering
®
Operating a Dealership depends on a whole range of different technical aids and systems which are powered and controlled by electricity,
ensuring that everything runs smoothly and creating optimum working conditions.
Security of supply, sufficient maintenance facilities, expandability
and quality are design criteria that have an important role to play in
keeping running costs to a minimum. But it is not only technical and
financial aspects that need to be taken into account when planning
an electrical system: the well-being and safety of customers and staff
are also important. Every area of each Dealership has its own specific needs for electricity which must be met, from the distribution
board to the end user.
Vehicle lift with electricity
and compressed air supply
Floor power point
page 41
®
6.3. Data and Communication Networks
The rapid development of communication technology means that new
services are constantly having to be added and integrated into existing systems. Progressive, financially well-managed companies must
have an infrastructure that meets the demands of the marketplace.
This means taking into account technical change and innovation by
the introduction of new media.
A design cannot meet the needs of the business concerned without
the corresponding technical expertise and a knowledge of the business processes that will produce the expected results.
Progressive standards not only guarantee the safety of your investment but also mean that one can switch between networks without
affecting functions and ensure the availability of services. The overall planning for communication systems and networks in the
Chrysler Jeep® Dealership includes the following:
•
•
•
•
•
telecommunications systems
integrated voice and data communication networks
sound systems in customer areas
SAT systems
security and safety systems (fire alarms, burglar alarms,
video surveillance)
Progress in communication
page 42
®
6.4. Heating, Air Conditioning, Ventilation, Sanitation
Intelligently and innovatively designed technical services are a prerequisite for operating a Chrysler Jeep® Dealership in an economical
manner, because the particular requirements of the Chrysler Jeep
Dealership also place specific demands on the building’s technical
equipment. Integrated and innovative design solutions form the basis
for operating the property in an economical and functional way
throughout its entire service life. The architect and the specialist
engineer work together to create future-oriented technical concepts.
The visual impression gained from a Chrysler Jeep Dealership affects
customers and staff alike. But the tangible conditions inside the building – such as temperature, humidity, airflows and noise – also have
a considerable impact on comfort.
Total solutions produce:
In the heating systems used in the Dealership, heating takes place
mainly via heat radiation. Ceiling-mounted radiant strips and dark
radiators have proved particularly suitable. However, panel heaters
and cooling systems for regulating a building’s core temperature are
increasingly being used in larger buildings. These systems are ideal
when using natural resources such as geothermal heat or natural cooling.
• a customer-friendly indoor climate
• an optimized working environment for staff
• an intelligent building with minimal energy consumption.
External weather-related influences have to be compensated for by
means of heating, ventilation and air-conditioning systems, whilst at
the same time keeping expenditure on energy to a minimum.
Architecturally designed exterior air intake pipes
page 43
®
6.4. Heating, Air Conditioning, Ventilation, Sanitation
Wherever possible rooms should be ventilated naturally. In the Dealership, ventilation systems are usually required in the following rooms:
• in the workshop, in order to comply with maximum limits for
hazardous substances
• in bathrooms and changing rooms, in accordance with workplace directives
• in kitchens
• in display rooms with special usage requirements.
Mechanical ventilation should only be considered if the air cannot be
exchanged by means of natural ventilation to the extent necessary for
purposes of hygiene and to comply with Health and Safety legislation.
In modern buildings with a high proportion of glass, such as showrooms, however, additional measures for dealing with internal and
external heat loads are necessary in order to create a comfortable
interior climate.
Intelligent solutions such as sun-blinds, night cooling or geothermal
heat exchangers are incorporated into the building’s overall technical
concept to minimize the use of mechanical cooling techniques and
energy consumption.
Wash-up area in workshop
Exhaust system in workshop
page 44
6.6. Energy Management
®
Energy consumption and its associated costs are becoming an increasingly important issue. Furthermore to ever increasing purchase prices, taxes and duties are an additional burden on end users.
These aspects are essential for optimizing energy consumption and
taking account of future load requirements. They also enable energy
losses to be detected quickly.
The liberalization and internationalization of the energy markets has
created new opportunities. The increasing complexity of the markets
is leading to a dynamic development of energy prices and common
purchase arrangement.
The incorporation of property in the DaimlerChrysler Electricity Framework Agreement has already resulted in considerable savings in the
German market. We must continue to build on this potential in the
future and use it in Europe and other markets through the world.
In addition to optimizing contractual framework conditions, registering energy consumption quickly is also important from a qualitative
and quantitative point of view. This can be done by introducing an
energy management system based on electronic on-line measurement
recording. All data concerning energy supplied through pipes or wires,
such as gas, district heating, water and electricity, is recorded.
The documentation of energy consumption can also be used for establishing reductions in the Group’s CO2 emissions. This aspect is particularly relevant in the context of compliance with the energy guidelines laid out in the Kyoto Agreement.
The most important aspects are controlling and evaluating the electronic measurements and organizing them for administrative use.
page 45
7. EXTERNAL AREAS
®
Entrances
The entrances are emphasized by the creation of squares; people enter
or leave the building via these squares. They connect the external
areas with the building itself. Similarly, the vehicle display areas are
designed as external areas with integrated trees and lighting.
Plants, light and water
These design elements are used to create attractive areas intended to
make people want to spend time there.
Necessary operational installations
Installations such as waste recycling are carefully incorporated into
the overall design, thus signalling technical and environmental competence.
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
Accident repair vehicles
Staff parking
New and used vehicles storage
Reception
Recycling
Courtesy vehicle bays
Workshop
Parts department
Customer reception
Vehicle handover
Used vehicles
Showroom
Customer parking
Demonstration vehicles
External displayers
Themed areas
2
3
4
4
5
II. BA
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
2
6
6
4
7
8
9
10 11
13
12
4
14
II. BA
Utilization
The external areas have been designed according to their different
usage requirements, with different locations, sizes and design characteristics. The main aim of the design is to clearly distinguish the
various external areas.
1
II. BA
External areas and places where customers can spend time
The careful design and realization of external areas and landscaped
areas on the Dealership site complement the design of the building
and, with their hard and soft landscaping, create a link to the environment and nature.
15
16
17
17
14
Subdivision of areas
page 46
7. EXTERNAL AREAS
®
The design elements ensure the overall consistent appearance of the
external areas of the Dealership.
Plants
– Individual trees and groups of trees to create tree roofs bring the
buildings down to scale.
– Lawns and flowerbeds create a green carpet into which signage
elements can be incorporated.
– Individual shrubs and groups of shrubs in the form of cut hedges
give the external areas additional distinction.
Ground coverings:
– Light granite and basalt anthracite ground coverings with natural
stone edgings emphasize the area surrounding the entrance.
– Sand-colored ground coverings emphasize the access to the entrance.
Water:
Water makes external areas attractive, fascinating and lively and
gives them depth. It signifies compatibility with the environment.
Light:
Pleasant accented and wide area lighting is designed to guide people
and serves as “stage lighting” for the building and external areas.
Walls:
Walls and steps made of natural stone or with natural stone edgings
create various “external rooms”. They define the borders of the
“rooms” and hide or create visual connections.
Plants devide up external areas
page 47
7. EXTERNAL AREAS
®
Materials and ground coverings
4 cm top layer
14 cm asphalt base course
– Truck routes access
e.g. roadways, access roads, parking areas: asphalt
Macadam base
– Parking spaces
in areas bordering green areas as a visual extension of the peripheral green areas: grass paving bricks. Structure of ground covering to comply with construction class III RSTO 86/89
Subbase
Foundation course
Asphalt covering
8 cm grass paving layer
4 cm paving bed
Macadam base
– Car routes access
e.g. roadways, access roads: asphalt or concrete paving with
natural stone edging, surface/color: finely blasted/light granite,
structure of ground covering complying with construction class V
RSTO 86/89
– Squares at main entrance
walkway stroke pavement, forecourt, visitors’ parking area: concrete paving with natural stone edging, surface/color: finely blasted/light granite
Subbase
Foundation course
Grass paving areas
8-12 cm paving layer
4cm paving bed
– Entrance element wind protection
concrete paving with natural stone edging, surface/color: finely
blasted/different color from main ground covering.
Macadam base
Subbase
Foundation course
Concrete paving
page 48
7. EXTERNAL AREAS
®
8 cm substrate
Landscaped areas:
– The design incorporates a stable framework of deciduous trees
(min. height 3.5 m, except for, maple, lime or deciduous fruit
trees) and shrubs in the form of cut hedges or free growing.
– Roof planting on flat roofs (min. thickness 8 cm)
Fixtures and fittings:
– Seating in external area arranged near entrance
– Water features in the form of ponds
– Design incorporating external lighting in the form of lampposts
and ground spots
Separating membrane, 150g/sq.m.
4 cm drain layer
Protective membrane, 300g/sq.m.
Root-proof seal,
toward the building
Roof planting
page 49
®
7. EXTERNAL AREAS
7.2. Themed Areas
Fascination generated by the brand
Both the Chrysler and Jeep® brands are presented in front of the
Dealership on two external displays facing the road.
– Chrysler stands for contemporary styling, the excitement of
breaking away from the crowd, being unpretentious and approachable.
A section of Route 66, showing the “American Dream Machines”,
serves as the platform for a typical Chrysler vehicle.
A highway section, with a slight gradient sloping towards the
road is created on an area of approx. 40 sq.m.
– Jeep conveys combining off-road capability with on-road safety
and security. It also conveys individuality and uniqueness. A rocky
landscape comprising an uneven granite base and large individual rocks invites customers, who are interested in Jeep products, to
immediately experience the feeling of adventure on a rocky terrain.
page 50
7. EXTERNAL AREAS
7.3. Test Circuit
®
A drive through the Canyon
The off-road circuit incorporates elements which typify a canyon
landscape, thus bringing into play driving situations one might expect
to find in mountainous regions: uneven surfaces, river valleys, rocks
and cut logs.
The following elements and constructions are to be used:
River valley
For demonstration purposes a waterfall is to be created which flows
into a river alongside the road. The rock face consists of layered crushed granite or limestone on a concrete foundation with larger rocks
embedded. The river is designed as a basin of water made of a waterresistent concrete construction with a rough pebble surface on a concrete foundation (includes addition of smaller pebbles).
Rocks
– Rocks are laid at different levels on a concrete foundation.
– Rough paving
– Course gravel 32-68 mm.
1
1 = Planted area
2 = Rough paving
3 = Platform
Loam-filled grid paving
4 = Rocks laid in different levels
5 = Rock face with waterfall
6 = Water basin
7 = Logs in water
linked with chains
8 = Coarse gravel 32 - 68 mm
9 = Presentation area
covered with bark mulch
10 = Pebble-filled basin 16 - 32 mm
3
2
4
5
6
7
8
9
10
Gravel surface with logs
– Pebbled surface on gravel foundation with larger gravel stones
included
– Logs with a diameter up to 1.0 m:
approx. 0.2 to 0.3 m above ground; fixed to a concrete foundation
(concrete casing).
200-600 sq.m.
page 51
8. WORKSHOP AND PARTS DEPARTMENT EQUIPMENT
®
The workshop and parts department areas are integrated intelligently into the Dealership as part of the overall functional concept and the
architectural design systems and standard details, and are linked to
the other areas. The equipment in these functional areas optimize the
workflow and demonstrate technical competence as a brand value.
Operational fixtures and fittings incorporate the overall color scheme
in order to ensure that the representation of the brand is consistent
throughout the Dealership.
Workshop equipment planning
The equipment in the workshop is planned on the basis of a layout in
which all the working areas are optimally defined and positioned in
relation to the order of work. The clarity thus produced signifies competence to the customer, which is offered in different ways depending
on the customer’s requirements.
The equipment, which must comply with Chrysler Jeep® technical standards for passenger cars, are defined in accordance with the layout.
Please refer to the Service and Parts guidelines in your market for
further details on planning and equipment for the workshop area.
Workshop equipment demonstrate technical competence
page 52
8. WORKSHOP AND PARTS DEPARTMENT EQUIPMENT
®
Parts Department planning
The parts department racking is planned on the basis of the storage
and shelf capacities of each individual location. The layout plan optimizes work flow within the parts department and at the interfaces
between the workshop and the accessories shop in the customer area.
The parts racking is in dark anthracite (RAL 7016).
Technical and logistical competence in planning work flows and fittings in the parts department is an integral part of the technical competence of the brand. The Dealer Development department in your
market is responsible for calculating capacity and planning fixtures
and fittings.
The racking in the parts department conveys logistical competence
page 53
9. EXTERIOR CI ELEMENTS
®
General Requirements
The characteristic architectural features of the Chrysler Jeep® Dealership are intended to create an unmistakable, brand-specific image.
The “Chrysler Jeep” brand marks along with the dealer name, where
appropriate, are integrated into the building’s architecture, thus
enhancing the value of the brand recognition.
The overall architecture and the brand-specific identification elements serve as orientation aids and site identification for anyone
coming into contact with the Chrysler Jeep brands at the point of sale.
They help current and potential customers find their way around the
facility and identify with the world of Chrysler Jeep.
The following principles apply:
– Avoiding excessive use of CI elements.
– The fascia band/cassette is integrated into the façade. It should
be placed at a height at which pedestrians and passing motorists
can clearly see it.
– Standard details apply for the façade.
– If a cassette type sign with the dealer’s name is used, it should
always be mounted to the right of the Chrysler Jeep cassette as
viewed from the road.
– The Chrysler Jeep Pylon identifies the site as a Chrysler Jeep Dealership. It should be placed in the most prominent location and
should be clearly visible to the pedestrians and the main flow of
passing traffic.
This illustration shows an example of the correct use of CI elements
page 54
9.1. Main Identification Signs – Freestanding
®
Totem and Pylon
Totem and/or Pylon mark the entrance to the premises and should be
in compliance with local codes and regulations.
The Totem and/or Pylon should be protected against possible impact
where appropriate, although visibility of the freestanding signs
should not be impeded.
Totem and/or Pylon are to be positioned perpendicular to the main
traffic flow. The Main Identification Signs should be double-faced.
A second Totem and/or Pylon may be erected if warranted by the size
of the premises, or if there is a second entrance, or if the premise border a major traffic route. The height of the Totem and/or Pylon
depends on the proportions of the premises and the building, as well
as on the layout of the road bordering the premises. In case of two
freestanding signs, the larger of the two identifies the main entrance
to the premises and is positioned accordingly alongside the main traffic flow.
Totems are available in two sizes:
PD6500 (6.5 m)
PD4500 (4.5 m).
Pylons are available in two sizes:
PMPSD2500/6000 (6.1 m)
PMPSD2100/4500 (4.5 m)
For exact dimensions and material and color specifications please
contact your Corporate approved Chrysler Jeep Dodge signage manufacturer.
The Totem and/or Pylon must only bear Corporate brand signs
(Chrysler, Jeep®). No dealer name is allowed on the main identification
signs. They should be positioned at the appropriate distance away
from the building, as determined by the site survey. The Totem and/or
Pylon are anchored at ground level and should not be attached to any
other objects.
Totem
Pylon
page 55
®
9.2. Main Identification Signs – Fascia Band/Cassette
Fascia Band/Cassette
The height of fascia band/cassette may vary, depending on building
frontage.
The fascia band encircles the entire showroom area – its height
remains constant on all sides.
Fascia cassette
The fascia band/cassette is not to be installed on the building or parts
of the building, containing the parts department or service facilities.
Those areas should be identified with channel letters.
The Chrysler Jeep® brand signs and the dealer name are integrated
into the fascia band/cassette and must be illuminated. The
Chrysler and Jeep logos should be vertically centered on the fascia
band/cassette cabinet.
Every attempt should be made to minimize the number of vertical
seams in the fascia band. The brand names should be separated at
appropriate intervals.
The brand signs on the fascia band should be always left justified at
a distance equivalent a half-length of the Wingbadge. Dealer name
should always be right justified a half a badge length. Wording such
as “Parts”, “Service”, etc. should not be displayed on the fascia
band/cassette.
Should the length of the fascia band not permit concurrent display of
the Chrysler Jeep brand signs and the dealer´s name, the brand signs
must always take precedence over the dealer´s name.
The color of the fascia band and cassette sign is “Pearl gray”.
Fascia band
page 56
9.3. Building Signs – Wall Project/Wall Mounted/Channel Letters/Roof Application
®
Wall Project/Wall Mounted signs
In cases where the Totem or Pylon cannot be used, the building should
at the minimum display a wall-project or a wall-mounted sign, in the
location assuring best visibility to the pedestrians and the main flow
of passing traffic.
Wall Project signs must be mounted perpendicular to the front elevation of the building. The brand marks on the Wall Project signs should
be visible from both sides.
Wall Mounted signs must be mounted flush with the front elevation of
the building with only one side containing the brand marks visible
from the road.
Should it be deemed necessary by the site survey, either the Wall Project or Wall Mounted sign can be installed on the roof of the building,
providing that all required local code regulations are met.
The size of a Wall Project/Wall Mounted sign should be commensurate with the dimensions of the building.
WMPS 2500
WMPS 2100
WMPS 1700
Wall Project/Wall Mounted signs are available in three different sizes
The dealer’s name must not appear on the Wall Project/Wall Mounted
sign.
The parts department or service facilities should be identified with
channel letters.
Wall Project signs are available in three sizes:
WMPS 2500 (2.5 m)
WMPS 2100 (2.1 m)
WMPS 1700 (1.7 m)
page 57
®
Directional signs
These signs are designed to enable customers to easily and efficiently find their way around the facility.
They should be positioned in such a way as to allow customers to read
them without difficulty. There are illuminated and non-illuminated
types of Directional signs.
All types of Directional signs should be 1500 mm high. The signs must
show only “direction arrows” and the names of the areas to which the
direction is being shown.
9.4. Secondary Signs – Directional
Service
Parts
Used Cars
Showroom
Reception
For exact dimensions, and material and color specifications please
Directional signs
page 58
10. IMPLEMENTATION
®
Implementation of the Chrysler Jeep brand architecture
®
The central instructions and standards described in Chapters 1 – 9 set out the minimum requirements needed to achieve a worldwide (outside of NAFTA-region), standard appearance for
Chrysler Jeep Dealerships.
This can be achieved in all our markets if
1. central and local operations work closely together and
2. responsibilities for implementation are clearly defined.
Responsibilities
ArchitectureCenter
Markets
Standards
Implementation
+
+
Planning support
Control
Success
page 59
10. IMPLEMENTATION
®
Implementation of the Chrysler Jeep brand architecture
®
DaimlerChrysler AG
Instructions from Architecture-Center, MKP/MBP
Markets
MPC Dealer/Development
Department
responsible for
Implementation +
Monitoring
Standards and
Guidelines
Planning basis
Manuals, CD,
standard details,
technical
execution,
technical services
Preliminary design,
design (1:200)
Advice
Local architect
Approval planning,
execution
planning,
tendering,
project
management
page 60
CONTACT DETAILS
®
DSO
Fátima da Silva
Manager Retail Network/
Dealer Development Chrysler Jeep
DaimlerChrysler (DSO/SN)
D–70546 Stuttgart
Phone: +49 (0)7 11/17-7 53 09
Fax:
+49 (0)7 11/17-9 81 60
Email: fatima.da_silva@daimlerchrysler.com
MKP/MBP-ArchitekturCenter
Matthias Storz
Brand Architecture
MKP/MBP, Design & Standards
DaimlerChrysler
D-70546 Stuttgart
Phone: +49 (0)7 11/17-9 12 89
Fax:
+49 (0)7 11/17-9 14 56
E-mail: matthias.storz@daimlerchrysler.com
Knoll International
1 East Market
Lindsey Street
Smithfield
UK–London EC1A 9PQ
Phone: +44 (0)20 7236 66 55
Fax:
+44 (0)20 7248 1744
Corporate Identity/Dealer Signage
Alex Gertsmark
Manager International Dealer ID
DaimlerChrysler Motors Corporation
CIMS 485-04-25
1000 Chrysler Drive
Auburn Hills, MI 48326-2766, USA
Phone: +1 248-5 12-36 85
Fax:
+1 248-5 12-17 41
E-mail: ag7@daimlerchrysler.com
page 61
®
How to find us:
DAIMLERCHRYSLER (MKP/MBP)
ArchitectureCenter
IMPRINT
Published by:
DaimlerChrysler AG
Coordinated by:
Matthias Storz,
Brand Architecture
MKP/MBP, Design & Standards
DaimlerChrysler
ArchitectureCenter
70546 Stuttgart
Phone: +49 (0)7 11/17-9 12 89
Fax: +49 (0)7 11/17-9 14 56
E-mail: matthias.storz@daimlerchrysler.com
as per: February 2003
ARCHITEKTURCENTER
For further information please contact the MKP/MBP team at:
Location: Plieninger Strasse 148 B • Postal address: DaimlerChrysler AG, MKP/MBP, HPC Z101, D-70546 Stuttgart • Phone: +49-(0)711/17-9 12 76 • Fax: +49-(0)711/17-9 16 54

Chrysler Jeep® Retail Formats

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