When Mazda announced its new Retail Evolution dealership design program in 2014, the objective was to provide dealers with an even more upscale design direction—a design with an open concept floor plan, offering a new level of business transparency with a look and feel enhanced through the use of natural materials resulting in a strong curb appeal and a comfortable environment. In the end, it’s all designed to make the Mazda customer feel more at home.
As Mazda customers seek an improved dealership experience, the new design is meant to embody the overall spirit and direction of the brand and its customers—translating the sophisticated design of the current vehicle lineup into the car buying process. First and foremost, the redesign was developed to look at the evolution of the in-dealership experience through the eyes of the customer. By offering an experience customers naturally want to seek out, Mazda can deliver a premium experience that customers expect and deserve.
The floor plan of Retail Evolution is meant to be an open concept. The new dealerships have a gallery type feel while creating evocative backdrops that showcase the vehicles, with extensive use of glass for a transparent view into the dealership operations. Located within the building is a Customer Lounge, offering a beverage counter, comfortable seats, free Wi-Fi, mobile device charging stations, as well as many other amenities—providing an experience meant to appeal to those currently in the buying process, as well as those who bring their vehicles to the dealership for servicing. Both the showroom and the lounge of the new stores will be finished in genuine wood and metal materials.
Since Mazda began providing new design outlines to dealers in 2014, Retail Evolution stores have begun to open all over the United States, with the latest iteration of the new dealership design being unveiled to the public at a grand reopening event at Dublin Mazda. The community-wide celebration included a VIP tour, Japanese-inspired appetizers, a Japanese drum line and Karaoke. The event provided a way for the dealer to introduce and welcome the community to the new facility.
Dublin Mazda, owned by Taz Harvey, has been an automotive staple in the Dublin community for more than 5 years. The Mazda dealership itself is an evolution of the Harvey family business, which has been part of the community since 1963. From the beginning, Dublin Mazda has experienced great growth, once with only three technicians and five sales associates, and now with 11 technicians, 14 sales associates and more than 50 employees. With the reopening of the dealership under the new Retail Evolution design, the dealer hopes to continue to increase their influence in the community.
The updated dealerships, like the one customers can now experience in Dublin, California, make the dealership not only a place for the car buying transaction, but for an experience befitting of the Mazda brand.