Renault Korea Unveils Integrated "Wonju Dealership"
One-Stop Sales and Repair... Boosting Brand Trust and Repeat Purchases
Renault Korea will double the number of integrated stores where customers can receive both sales and A/S (after-sales service) by next year. After launching the Grand Koleos, the first vehicle under the Aurora Project last year, and announcing a brand repositioning, Renault Korea has set a goal of expanding customer touchpoints through continuous investment in its network.
On May 15, Renault Korea held a media event at its flagship store, Renault Seongsu, and announced plans to increase the number of integrated sales and A/S stores from the current 17 to 34 by 2026. Including six additional locations where showrooms and service networks are situated close together, Renault Korea's nationwide hubs offering both sales and repair services will expand to 40.
The reason Renault Korea is expanding its integrated stores is to enhance customer convenience and encourage repeat purchases. By enabling customers to receive sales, consultation, and after-sales service all at once, the company aims to boost brand credibility and increase customer touchpoints.
Customer consultation area within Renault Korea's Wonju dealership, which operates both a new car showroom and an A/S service center. Photo by Woo Suyeon
On this day, Renault Korea also unveiled its newly opened integrated store, the Wonju dealership, which launched in April. Through the Wonju dealership, Renault Korea provides customers in the Gangwon region with new car sales and test drives, as well as general maintenance and accident repair services, all in one location.
Park Changwoo, CEO of corporate dealer T.A. Auto, said, "We plan to provide customers who come for repairs with information about new cars and the opportunity to test drive them," adding, "This not only increases brand trust, but also encourages repeat purchases by continuously providing information about new vehicles."
Since last year, Renault Korea has revealed its new corporate identity (CI) and has been sequentially renovating its aging stores. The company is undertaking a project to refresh everything from signage to interior design with a modern, youthful touch. Renovating the signage and interiors of all 168 stores nationwide requires an investment of several tens of billions of won. To achieve this, Renault Korea is partnering with corporate dealers such as T.A. Auto to carry out its brand repositioning initiative.
The work bay of Renault Korea's Wonju dealership, which operates both a new car showroom and an A/S service center. Photo by Woo Suyeon
Renault Korea currently operates 168 sales dealerships and 368 A/S service networks in Korea, with more than 60% of sales dealerships being corporate dealerships invested in by corporate dealers. Renault Korea's strategy is to increase the proportion of corporate dealerships in order to provide customers with consistently high-quality service.
Lee Gijang, head of the Hub Strategy Team, said, "We are increasing the proportion of corporate dealerships, which are well-organized and operate in a consistent manner," adding, "The fact that car prices are the same at every location nationwide will be a clear differentiator for customers who have experienced imported car dealerships."
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