Volkswagen Store at Birmingham Bullring


Birmingham’s Bullring shopping centre houses the smart Volkswagen store, opened in July 2017. With an annual footfall of 36 million people, and situated in the heart of the UK’s second largest city, the Bullring is an ideal location for Volkswagen to develop this exciting new retailing venture.

Partnering Volkswagen in the project is Johnsons Cars, which was formed in 1999 and has run Johnsons Volkswagen Retailers in the Birmingham area since 2004. The company brings its experience in automotive retailing to the Johnsons Volkswagen Bullring Birmingham store.

Consumer behaviour continues to change and that evolving landscape has inspired Volkswagen’s move into this area of retail. Convenience is at the heart of the store concept, and it opens up the opportunity for customers to conduct everything from initial enquiries to the purchase of a new or pre-owned Volkswagen car while they are in the shopping centre.

A clear focus on meeting customers’ changing needs was central in the design and development of the store. Volkswagen and its retail design agency wanted to create an experience that made the process of buying and owning a car as easy and straightforward as possible. The result is a refreshing design that creates another ‘landmark Retailer’ for the Volkswagen brand, alongside its flagship Volkswagen West London site.

Shoppers popping into the Bullring store will encounter a variety of displays that highlight Volkswagen’s advanced in-car technology. They will also be able to experience the cars first hand by sitting in the various Volkswagens that will be on display in the store. The vehicle selection is refreshed frequently in order to keep the store right up to date.

Test driving a new car is as important as ever and Volkswagen has ensured that this is easy to do at the Bullring Birmingham. The dedicated test drive area for the store is located just a brief walk away. Once there, the customer will be shown around the vehicle before setting off on their drive.

As well as ordering a new car, customers can opt to purchase a used car from Volkswagen’s ‘Das WeltAuto’ Approved Used car scheme at the store. The brand’s award-winning Blended Retail system provides the basis for the Das WeltAuto vehicles to be shown to customers.

Blended Retailing combines the digital and physical elements of car sales and allows a customer to begin the purchase decision either online at the award-winning or in store.

Click here to read press release