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Windrush develops to sell new Phaetons

Windrush Volkswagen’s £500,000 facelift of its Slough and Maidenhead showrooms is part of an ongoing transformation, according to group brand director Tim Attwood.

It is phasing in a redevelopment of its aftersales business at Maidenhead, including a full refit, new roof and cladding, to gain luxury repair status for Phaeton and Touareg cars.

The Slough site is also being revamped to create a new sales area for the two premium models (the group has already sold around 15 used Phaetons this year) ready for the Phaeton’s 2007 facelift and all-new car in 2009. It will also accommodate a mini-Touareg expected within a couple of years.

At the same time Windrush is going on a marketing offensive to raise awareness in its local area. “The cheapest business is local business so we intend to heighten our local image and reputation to ensure we are the first choice for new and used VWs,” says Attwood.

He hopes to fend off potential competition from approved repairers and attract older cars.

Windrush is starting to roll out a new pricing scheme which sets different offers depending on the age of the car. And Attwood wants customers to start driving business in to the workshop.

“Rather than sending out mailers for particular products, we will bring everything together in one package to enable customers to do a checklist for their own cars. Then they will be prepared for when we speak to them,” he says.

The £30m turnover group does not rule out adding to its two sites, but only if a showroom close to its existing business becomes available.

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