Creates First GM Multi-Brand Retail Site In Europe
Bolton-based Bowers Group has become the first motor retailer in Europe to hold three major General Motors franchises at a single location. Already well known in the area for Kirkby Central Vauxhall and Saab, the opening of the new Bowers Daewoo showroom completes the line-up.
Jonathan Browning, Vice President, Sales, Marketing and Aftersales, GM Europe, will officially open the new showroom on Wednesday 28 May. Andy Carroll, Managing Director GM Daewoo UK Ltd, will also be in attendance. The opening of Bowers Daewoo represents the first time that the three GM Europe brands – Vauxhall/Opel, Saab and GM Daewoo – come together on a single site. The showroom signage features GM Daewoo’s new corporate identity with all-new blue branding and logo.
£200,000 Investment In Daewoo By Bowers Group
The new Daewoo five-car showroom in Bolton is the result of a £200,000 investment in the brand and includes the expansion of existing servicing and parts operations. Already employing 130 local staff, the Manchester Road site has seen the creation of a number of new positions in sales and aftersales.
A second GM Daewoo franchise within the group, also known as Bowers Daewoo, opened earlier in 2003 alongside Kirkby Central Vauxhall in Chorley.
Project Blue Comes To Town
Bowers offers GM Daewoo a major opportunity in the area with the opening supported by a significant local marketing campaign to put it firmly on the map. This will include poster and newspaper advertising and direct mail programmes. Using the new blue corporate identity and the theme ‘Have you seen who’s in the neighbourhood?’, a fun element is the ‘removal van’. This Daewoo branded vehicle will circulate shopping centres in the area, with driver and passenger dressed in suitable attire offering passers-by the opportunity to win £150 worth of Marks and Spencer vouchers should they visit the new showroom.
Bowers Established In Bolton In 1989
The extensive Manchester Road site has been a Vauxhall retailer for over 30 years and was acquired as the group’s first outlet by Chairman, Harry Bowers, in 1989. During the ensuing 11 years, the group grew to include a Vauxhall satellite operation in Chorley and Saab retailers in Manchester, Chester and Stockport. It also acquired an independent accident repair centre, D Walton Ltd, at Trafford Park, Manchester.
Following the award of the Saab franchise for the Wigan and Bolton area in 2001 and the building of a new Saab Unlimited showroom, Bowers was able to present both premium and volume GM models at the same location. Bowers Daewoo now adds a value brand to the portfolio.
Group Managing Director, Ken Potter, is excited about the Bowers Group’s new association with GM Daewoo. ‘Our new Daewoo franchise means that Bolton is the only GM Europe family site offering such a range of vehicles and services to suit all our customers’ needs.’
Andy Carroll said: ‘I’m extremely pleased to welcome Bowers of Bolton into the Daewoo family. This is more than just a new showroom for new Daewoo models such as Kalos and Matiz 1.0 litre, it represents a significant investment in the brand and an excellent example of how the strengths of three great names can work so well together on one site.’Published 25 May 2003