AUBURN HILLS, Mich. -
Earlier this week, Chrysler revealed its latest showcase dealership, which is scheduled to open in the first quarter of next year.
In addition to selling models from each of the automaker’s brands (including Fiat) and providing vehicle service, Motor Village of Los Angeles will be an avenue for the brands to put new ideas to the test. Chrysler will own this store.
Through this testing ground, the brands can experiment with things like different displays, materials, furnishings processes and customer services.
“The Los Angeles Motor Village goes above and beyond the traditional Chrysler Group dealership,” noted Peter Grady, the automaker’s vice president of network development and fleet.
“This dealership creates a presence both inside and out. Our customers will experience our brands in unique salons that reflect each brand’s identity and character,” he added.
What Chrysler called the “focal point” of the Motor Village is a five-story glass tower. Vehicles from all four Chrysler brands and Fiat will be exhibited in the tower.
Topping the tower will be three large LED reader boards displaying each brand’s logo and message. These can be seen on the Interstate 110 freeway by motorists passing by the dealership.
Officials said this is a highly trafficked area that gets more than 350,000 vehicles passing by on a daily basis.
Continuing on to discuss the dealership in more detail, there will be a unique and separate “salon” for each Chrysler make that is molded in the “character of each brand.”
For instance, comprising the Jeep salon will be vehicles on “realistic-looking rock slabs that you might find in Moab, Utah.” Chrysler’s salon will features thick woods, and Fiat’s will include a style center and terrace.
These salons are designed to be similar to what can be seen at an auto show, officials noted. They will include kiosk-like information, merchandise towers and iShowroom touchscreen technology.
An interactive kiosk lets visitors access feature and competitive information as well as pick out a vehicle, officials noted.
Also, new brand signs will designate each salon.
The facility will include four floors. The first will feature the Chrysler, Jeep and Dodge brands, with the second floor housing the Ram Truck brand.
Moreover, there will be a special entrance for the Fiat brand’s studio.
Also included in the dealership will be a café as well as a Mopar Speedshop. The latter will highlight Mopar performance parts, accessories and apparel.
The automaker was slated to host a reception Tuesday in conjunction with the Los Angeles International Auto Show media preview days.
The facility is at 2024 South Figueroa Street in downtown. It is the vicinity of the Los Angeles Convention Center, Staples Center and the L.A. Live sports and entertainment district.
Explaining a bit of its history, Chrysler said that during the 1920s, the building was a Pierce-Arrow dealership. The automaker started renovating it in January.