Lightcliffe Volkswagen in Stoke, part of the CJ Automotive dealer group, has adopted the car brand’s ‘bricks and clicks’ showroom style.

The new layout is designed to build a more "seamless" customer journey between internet and showroom.

Buyers have the chance to view cars, specification, fuel consumption figures and pricing as well as imagery and road test reports through iPads and Apple TV and compare it to showroom stock.

Lightcliffe spent around £750,000 installing the IT systems and transforming the showroom environment.

‘’We believe this is the future of car retailing.  Our employees have fully embraced the new layout and customers love it because we’re helping them make an informed decision,’’ said general manager Darren Orme.

At the official opening event earlier this month, UK and based Volkswagen directors came to Stoke-on-Trent to see the new concept in action.

Director of Volkswagen UK Alex Smith said: ‘‘There’s no more important role in the Volkswagen organisation than looking after our customers.

“Lightcliffe do an absolutely fantastic job of representing our products. That’s why we’ve made the trip to Stoke to thank Lightcliffe for their investment in this absolutely wonderful facility.”

Lightcliffe is continuing its investment in Volkswagen with another showroom upgrade at its Liverpool site later this year.