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Design Constrains in Automobile Showrooms Page |1

Part 1: INTRODUCTION 3

1.1 Introduction 4

1.2 Hypothesis 6
1.3 Aim 6
1.4 Methodology 6
Part 2: THE SHOWROOM 7

2.1 Components of a showroom 8

2.2 Important aspects that apt to be missed out 11

2.3 Methods of display 13

Part 3: CASE STUDIES 15

3.1 BMW Welt, Munich, Germany 16

3.2 The Mercedes world at Salzufer, Berlin 20

3.3 The Mercedes museum at Stuttgart, Germany 21

3.4 Inferences form literature case studies 24

3.5 The Hyundai Showroom of Hilton, Trivandrum (Bye-Pass Road) 25

3.6 The Hyundai Showroom of Popular Group, Trivandrum (Karamana) 28

3.7 Comparing the two 30

Part4: RECOMMENDATIONS 30

4.1 The green showroom 32

4.2 The brand terminal 34

4.3 New dealership trends 36

4.4 The test track 37

Part 5: CONCLUSION 39

Annexure 1 43
Annexure 2 45

Department of Architecture, College of Engineering Trivandrum 2010


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Part 1: Introduction

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1.1 Introduction

Motored vehicles in human life dates back long ages. From being
just a luxury piece for owners back in its early days, an automobile has
grown in role, slowly turning itself into a necessary member of every family.
A motor vehicle has come to being owned by the poor as well as the rich.
The rich many times indulge themselves in the luxury of owning more than
one single vehicle.

With the significance of automobiles rising, we have slowly started


creating and dedicating spaces for automobiles. The significance of an
automobile can be realised by observing the spaces that have been and
are being conceptualised, designed and constructed exclusively for
automobiles.

Car showrooms in today‟s world are much more than a place to


portray the cars of the concerned manufacturer. It is as an important link
that connects the car manufacturers to their potential customers. A car
showroom is a place that brings the cars of various makes, designs and
models before the consumer and provides with a real opportunity to know
about them. Be it the features, the specifications, the design, colour and the
accessories, one gets to know all of this and more about the cars in a car
showroom. A car showroom serves an important purpose by imparting to
the potential owner, a feel of the car, irrespective of all the advertisements
and publicity.

A car showroom serves an important purpose by imparting


the potential consumer a feel of the car.Irrespective of all the
advertisements and publicity,the car sales can happen and increase only
when the consumer gets to see the car on his/her own. A showroom is
opened to provide an amiable and pleasant ambiance to the potential
customer. In addition, all the queries and information s/he can have with the

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sales associates at the car showroom. Further, the test ride opportunity is
also available at most of the leading car showrooms.Best car showrooms
take care of each and every need of the visitor viz-a-vis car purchase

A vehicle after its purchase becomes another member of its owner‟s


family; hence, the experience of its purchase is one that would last in the
minds for more than the lifespan of the vehicle.

An automobile showroom performs a merchandising and


advertising function for the entire manufacturer, and is hence the most
important space in the dealership. The exterior should be designed,
decorated and lighted so it will stand out from the surroundings in an
appealing way as well as identify the business quickly and be inviting to the
potential customers. It influences not only a customer‟s original evaluation
of the facility as a place of business, but also his continual impression of it.

India doesn‟t have many automobile manufacturers of its own. Most


of the Indian market sees automobiles of a foreign make. Many dealers and
distributors take up tenders to help sell cars for the manufacturers. The
manufacturer has no showroom of its own in India. Even Indian
manufacturers sell their vehicles by means of the various distributors acting
in the market.

The manufacturers however have a set of rules and conditions that


the dealers have to follow in order to own a showroom. The rules specify the
nature of service, requirements etc. the rules also specify the details of the
showroom the dealer may own. If and only if the dealer is capable of
satisfying all the rules and conditions is he/she entitled to own a showroom
of that particular manufacturer.

The various dealers prominent in Kerala are, The Hilton group,


Popular Motors, Marikar Motors, MGM and, Deedi to name a few.

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1.2 Hypothesis
This dissertation shall be based on the following few hypothetical
facts. These would help guid the study.
o With all the details and specifications for the showroom pre-decided by
the manufacturers, the role played by Architecture in the success of a
showroom is negligible.
o In the eyes of a customer, the showroom is a space where one
feels/experiences his vehicle the most apart from the times he is with it
on the streets.
o The glass façade for a showroom helps in attracting more customers
and thereby helps improve sales.
o Showrooms can only be limited to indoor spaces.

1.3 Aim
This dissertation shall be aimed towards formulating guidelines and
exloring techniques in architecture that would help in making a showroom
more successful, and in the process also proving the significance of
architecture in the success or failure of an automobile showroom.

1.4 Methodology
The various factors to be considered in the basic design of a
showroom shall be examined w.r.t the interiors and the exteriors of a
showroom.
Critically comparing the architecture between two showrooms of the
same manufacturer by different dealers would help understand the role
architecture plays in the success of the showroom.
Litrature case studies would give an idea about the trends and
techniques that are in practice inside as well as outside India.

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Part 2: The Showroom

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2.1 Components of a showroom

A modern day showroom serves serves more than just imparting the
potential consumer a feel of the car. It a complete automobile business
center. Sales, licencing, insuring discussions negotiations etc. all come
under the shelter of a modern day showroom. In addition to purchase
related activities, some manufacturers have also gone to extents of making
showrooms an assembly line, where one can customise the vehicle to suit
his/her tastes. A showroom in turkey also has a track on its uppermost deck
for test driving the vehicles. Innovative thinking towards better marketing
would give numerous additions to a showroom. However, the basic needs
and aras involved in a present day showroom can be listed.

2.1.1 The display area


This is the most important part of the
showroom where the pottential customer
actually sees/experiences his car. The display
area can cover upto 50% of the showrooms
space in some cases.

This also is the area into which the


visitor enters at first. Ensuring maximum
visiblity of the display area from the exteriors
adds to the success of the showroom.

This area is generally maintained barrier free sothat the visitors can
move about freely in the space, and is more comfortable in analysing the
vehicle. This space would be closely associated with other spaces which is
concerns the visitors.

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Care to the last detail is taken in the design of this space. All other
spaces in a showroom help support this space and its function.

2.1.2 The visitors lounge


This is a space provided in a
showroom which allows to seat visitors before
being attended to. This space can have in
itself facilities like that of a television etc. A
small coffee shop can be associated with this
space.

Some manufacturers also include a


kids play area near this space. It helps in
generating a better impression and makes the customers feel more
taken care of.

Business related negotiations are


carried out on various discussion tables that
are provided, generally within the display area.
The seating for these tables could vary
between 2 to 4.

2.1.3 The office space


The office space is the area where the
officials of the showroom are housed.
Documents, records, finances, HR, meeting spaces, managers, and
other related spaces come within this zone.

These spaces are generally kept out of bounds for the visiting
customers. However there are some portions of the office are opend

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to the visitors, as these spaces allow the visitors to take decisions and
negotiate.

The office space could also house meeting and conference


rooms which could be used by the staff for offficial meets.

2.1.4 The accessories store


This is a space associated with both the
display as well as the office space. Here is
where the manufacturer showcases additional
fittings that can be put on the automobile, and
hence help customising the vehicle to suite his
taste. Showrooms like that of Audi also sell Audi
merchandize like clothing, bags etc wirhin the
showroom. This is a very important space in a
showroom as this space helps in completing the
purchase of the vehicle. A vehicle without its
accessories is incomplete.

2.1.5 The service area


This space is one of equal signifince as
the display area. This area is associated with
the after sales service of the vehicles. It also
covers a large area of the showroom. This area
sees a dlot of technical detailing, and special
attention to safty has to be paid to this area
during design.

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Special care is to be taken in ensuring proper ventilation and


lighting. The service area also has a separate and defined entry. This
space would also have with it a small waiting area for the customers.
The service area could also function independent of the showroom.

2.2 Important aspects that apt to be missed out

2.2.1 Lighting
Lighting in a showroom is one of the
most important aspects of a showroom that has
to be given due attention during the design
stage. Lighting can completely transform a
space and help produce remarkable results.

Providing the space with Dramatic


lighting helps make the product in the
showroom or up on the stage stand out. It draws the customer's eye to it.
When selling a car in a showroom, lighting the car brightly, and lowering the
lights around it helps make the car sparkle and
reflect the light, thus making it stand out. The car
shouldn't be too bright, but just warmly lit. The
darkness around the edges of the car will serve
to highlight it. Having a solid, dark colored
backdrop behind the car helps contain the light
that has been projected. This technique allows
in bringing about dramatic effects not just to the
vehicles but other products in the showroom as
well.

Day light utilization must be taken into consideration, as there is


generally a vast glass façade that allows in large amounts of natural light.

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2.2.2 Colour
The colour used in the showroom should not dominate the presence
of the car, rather, they should contribute to it and compliment the
appearance of the vehicle. Colour can be effectively isef to create moods,
and to enliven the spaces. Where warm colour create a friendly more cheery
atmosphere, cool clolur impart a calm and serene feel.

The colours for the flooring can act as a backdrop for the cars
especially when the showroom has a mezzanine floor, as the cars could be
viewed from the top, hence special care must be taken in this aspect too.

2.2.3 Materials
FLOORING
Common materials used for flooring include vitrified clay tiles (gloss
and matte), thin set epoxy terrazzo and variations of it, terrazzo flooring,
marble, granite, wood, and stone. The materials should be so chosen that
they match the scheme and theme of the showroom. Materials can be used
in combination with one and other so as to bring about a contrast.

WALLS
There are many types of wall coverings, these include wood
paneling, fabric, stone, mirrors, tiles, rough boards, brick in fact any material
imaginable. Again the materials should be so chosen that they match the
scheme and theme of the showroom. Paint is the cheapest means of
decorating walls and can be used to bring about textures and various
effects in colour.

CEILLINGS
In showrooms with less height, the treatment given to the ceilings is
very important. All the treatments and claddings for walls can be provided
to the ceiling as well. When used innovatively, they can produce striking

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results. Steel beams can incorporate different patterns and perforations


which can make a huge difference.

2.3 Methods of display

2.3.1 Cars displayed on the floor level of the display


This is the most common manner in which to display the cars in a
showroom, as it requires the lesser amount of space and the
maneuverability of the vehicles in and out of the showroom is convenient
too. It also allows versatility, as cars can be moved around to fill in gaps
when not all the cars are displayed in the showroom. There is however a
drawback in this kind of display, which is the difficulty in creating spaces
that are exciting; also one has to heavily rely on lighting to enhance the
appeal of the vehicle.

2.3.2 Cars displayed in elevated platforms and turn-tables


Cars when displayed on elevated platforms or turntables are, literally
„on display‟. These cars become focal points and help grab attention. These
kinds of display provide the cars displayed with a unique space for itself.
Such spaces are generally put up for product launches and similar events,
where the display object is the prime subject of the event.
Cars displayed on turntables occupy a lot of space, as each car
requires a circular space, the diameter of which is much more than the
length of the vehicle on display. The turntables rotate slowly to allow
observer to see the car from all angles, this feature lends an element of
dynamism to the display object.

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2.3.3 Cars displayed on ramps


Cars are usually displayed on ramps when the exhibit area has a
large height and has mezzanine areas to display the vehicles; provided
there is adequate space on the ramps leading to the mezzanines; doing so
helps make even the circulation spaces interesting.
In many cases, ramps simply leading to platforms on higher levels
are used as display spaces to maintain a sense of continuity and to
generate interesting dimensions in the showroom.

2.3.4 Cars displayed on different levels


This mode of display is a very easy method which helps convert a
potentially boring and flat display space into a one that is more dynamic
and interesting, displaying cars on different levels and at different angles
allow viewers a wider range of viewing options, many of which would be
unconventional and unique.

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Part 3: CASE STUDIES

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3.1 BMW Welt, Munich, Germany

BMW Welt is a multi functional customer experience and exhibition


facility of the BMW group, located in Munich, near the BMW headquarters. It
has been designed to present the current products of BMW, be a
distribution center for BMW cars, and offer an event forum and conference
center.

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Architecture of the BMW Welt.


A structure with flexible and transparent rooms: In December 2001,
following in-depth debates, the board of the BMW AG has voted in favour of
the architectural concept by COOP HIMMELB(L)AU. The outstanding
concept of the BMW Welt is
characterised very much by the
unique roof structure and the so-
called Double Cone.

The 16,000 m² of cloud roof


which emanates from the forming
Double Cone is only carried by twelve
hinged columns and creates the
impression that it is floating. In its
basic system, it consists of an upper
and a lower girder grillage with a
basic grid of five by five metres.
Between the layers, diagonal struts are inserted which link the two layers of
girder grillage, hereby creating a spatial supporting structure.

The Double Cone which protrudes prominently from the entire


building acts as a powerful and dynamic eye-catcher. The cyclone made of
glass and steel, winding
upwards, ending in the roof
which is suspended freely,
floating just like a cloud, is
created by a dynamic
deformation of the two girder
layers and constitutes one of
the main supporting points of
the roof.

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The architectural concept of the BMW Welt combines form and


function. This is shown in the elegant steel facade, for example, which serves
the function of air-conditioning the BMW Welt, among other things. For this
purpose, the solar energy which is lead from the roof to the facades
contributes to the heating of the building and the ventilation of the building is
also implemented with the large wall areas. Enveloping surfaces made of
glass create a thermically comfortable surface temperature. Vegetation
outside, specifically near the natural ventilation elements bind dust particles
and also have a cooling effect.

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The BMW welt offers


many facilities which include
various restaurants,
auditoriums, merchandize
store, club restaurants,
coffee bars and a vast
exhibition space.

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3.2 The Mercedes world at Salzufer, Berlin

Although this
case study is an
extreme example of
dealership, it has
several unique facilities
that can be studied
and used in any
dealership on smaller
scales, to enhance the
customer‟s experience.
The owners of this
dealership proclaim it
to be the „showroom of
the future‟, and one
could easily concur
after realizing the sheer
magnitude of the project. This is a showroom, brand, and events center all rolled
into one. The many attractions offered here enhance and enliven the experience of
visiting the site for all their customers and visitors. The combination of a vehicle
showroom, a brand and an event center, over a total floor area of 35,500 sqm.
makes the Mercedes world at Salzufer a public meeting place of considerable
scope. More than 200 events have been held here each year since its opening,
attracting people from all cultures and social groups, arts, politics and business.

The particular ambience of the Mercedes world owes its harmony of spaces
to technology. Visitors can view more than 300 exhibits as they stroll around a total
area of 14,000 sqm. They also get to view two climbing walls 20m high which are
water features.

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3.3 The Mercedes museum at Stuttgart, Germany

Sublime architecture for


unique automobiles: UNStudio
developed its basic design
around a simple, geometric
figure of three loops that turn
endlessly around each other,
rather like the three-leafed-
clover structure of the nearby
road intersection. Instead of
radiating outwards, however,
the museum routes unwind
slowly down a timeline that guides the visitor through nine levels - from the
invention of the automobile to present-day reality in the entrance hall below.

An outer skin of aluminum and glass lends the building an air of


transparency and weightlessness - despite its 110,000 tons. The polished
aluminum panels intertwine like strips of ribbon, while the darker glazed
areas, consisting of 1,800 individual panoramic glass panes, mysteriously
draw the mind‟s eye into the interior.

The interiors
Nothing about the architecture of the Mercedes-Benz Museum is
quite what one expects For a start, visitors are Immediately transported by
one of the central bft In the entrance hall to the top level of the 475-meter-
high building. From this starting point they then set out on a voyage of
discovery along a spiraling route down to ground level that traces the
history of the automobile from Its beginnings to the present day.

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The museum has no right angles: All walls and ceilings - some
rising as high as 33 meters - are either concave or convex and flow from
one to the other In gentle, undulating forms. with a total display area
covering 16,500 square meters, the museums nine levels offer the visitor a
truly dynamic spatial experience.

A chronological tour of the Legend rooms follows a series of gently


sloping ramps that explore the different eras of automotive history. Here
visitors can discover the history of the Mercedes-Benz brand from its
beginnings to current visions for the future.

The Collection rooms are linked by


a second spiral of narrower staircases on
the outer wall of the building. The exhibits
here document the wealth of experience,
expertise and perfection across the full
range of automotive products. Route
intersections allow the visitor to switch
between tours at any time.

The intelligently designed lighting


concept - incorporating 12,000 lights -
ensures all 1,500 exhibits are displayed to
maximum effect. The lighting concept makes a clear distinction between the
naturally lit Collection rooms and the artificial light of the Legend rooms.

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The car showroom as a venue for events and a public attraction


The typical format of a car
dealership has been considerably
upgraded here. In selected
metropolitan areas such as Stuttgart
these Centers act as additional nodal
points in the sales network. They are
designed both as display facilities and
venues for events, and are intended to
be public attractions in their respective
locations. The projects already realised
in Berlin, Munich, Paris and Cologne
have demonstrated how well this works.
Further Centers will soon be opening in Milan and London. The
Mercedes-Benz Centers in Berlin and Munich have shown a strong
spin-off effect in the relevant region which also benefits the dealerships
in the area. Visitors tend to stay in a Center for an average of around
one hour – twice as long as in a conventional car dealership.
The basic concept for the Metropolitan Centers arose from the
idea of designing a "car dealership of the future" for Mercedes-Benz
sales outlets. A dealership that sets new standards in customer
orientation. The goal was an architecture which can be used
worldwide, and is in keeping with the Mercedes-Benz brand. An
architecture which will remain valid for many years, but also leaves
scope for continuous further development.
The cultural backgrounds of the different sales locations also
had to be included in the concept, as well as special social and urban
planning considerations. And of course Mercedes-Benz had to have a
brand and market presence which is recognisable yet individual. The
result was the so-called "Metropolitan Concept".

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3.5 Inferences form literature case studies

If the dealership can accommodate it, making part of the showroom


available for public events would make the dealership a household name.
People can be drawn to the vehicles before and after the event, hence helping
in promoting the vehicle I itself.

Customers can be drawn to spaces by providing unique facilities and


environments that are not available elsewhere. Extreme or temporary measures
and treatments could ensure a steady flow of visitors.

Having something special for the kids outside the regular play areas
would make the experience of coming to the showroom an exciting one even
for the kids. This can make a huge difference and influence the decisions made
by the parents of the kids, they would perceive the brand in a better manner.

While a full-fledged restaurant may not be necessary, a fast food


counter or a coffee shop is always a welcome addition as it allows customers to
be more at ease, and also provide with a healthy space for carrying out small
negotiations.

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3.6 The Hyundai Showroom of Hilton, Trivandrum (Bye-

Pass Road)

The dealer center is located


near the NH by-pass. The dealer
center has an attached service
facility. The showroom is quite large
(exhibit space 150 sqm), and things
have been kept simple on both the
interiors and exteriors. The
showroom follows the standard
norms laid down by Hyundai India,
in every aspect, be it materials,
colors or layout etc.

LOCATION:
The showroom is situated on
a site which has a potential of
developing to be a heaven for
automobile dealers as there are
many dealers of various
manufacturers who also have their
showrooms nearby. However the
Hilton Hyundai showroom here
stands apart and is a dominant
structure.

THE SITE:
The location has a good
road access, and the atmosphere
provided is suitable for testing and test driving cars.

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The showroom has


enough setbacks from the
sides of the plot, hence there is
parking space for customers
provided within the site itself.
The space provided for
demo cars is very limited. There
is just enough space to park the
cars in a parallel parking
manner.
The landscape done is not
impressive.
There is a workshop
located towards the rear of the
site which has a good access.

THE INTERIORS:
The various spaces provided within include:
o Space for display of cars
o Back offices
o Accounts offices
o A cash counter
o The sales manager‟s area
o A customer lounge
o Kids play area
o Accessories section
o Discussion and meeting rooms
o A small pantry and toilets

The space has been maintained column free. The 30m span of
the front façade is unbroken by columns, thus bringing in more light to

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the showroom. This also helps in providing the reception with a


obstruction free space.

THE COLOUR:
All the colors have been kept neutral. The walls are white, the
floor is cream colored. The discussion space has a blue carpet. All the
furniture here is blue in colour. The difference in colour for the
discussion space makes it prominent, and helps in giving the space a
definition.

The predominant colour theme here is the use of the blue and
white against neutral shades of beige and off white. The floor colour is
light grey. This helps in making the cars stand out with their true colors,
as these colors help in projecting the colour, rather than compete with
it. The same principles apply to the walls.

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3.7 The Hyundai Showroom of Popular Group,

Trivandrum (Karamana)

This dealer center is located along the banks of the Karamana River,
adjacent the Karamana Bridge in the Nandilath building. The dealer center
has an attached service facility. The showroom is pretty small with a display
space just enough for 4-5 cars. There is no much exterior space here to
speak of. This showroom too, follows the standard norms laid down by
Hyundai India, in every aspect, be it materials, colors or layout etc.

LOCATION:
The showroom is situated towards the outer parts of the main city,
on the main road that leads towards Kanyakumari. This showroom doesn‟t
stand out, as there are many other prominent showrooms in its vicinity, a
prominent one being the Mahindra showroom which comes up as the
neighbouring building. This showroom also doesn‟t have a building of its
own; it operates in a rented space.

THE SITE:
The location has a good road access,
but poor parking facility.
The space provided for demo cars is
very limited. There is just enough
space to park the cars in a parallel
parking manner.
There is just a small patch of grass to
speak of as landscaping.
There is a workshop located towards
the rear of the site whose access is
through a small path that runs down
along the building, however the access is not prominent.

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THE INTERIORS:
The various spaces provided within
are:
o Space for display of cars
o Back offices
o Accounts offices
o A cash counter
o The sales manager’s area

o A customer lounge
o Kids play area
o Discussion and meeting rooms
o A small pantry and toilets
o The showroom also houses
classroom facility for training fresh staff.
The discussion spaces are scattered. The visitors lounge is located
to a corner, slightly hidden from sight. The kids play area is not defined and
doesn‟t give a good impression about itself.

A clumsy ramp forms the main


entry to the building, which ends at a
door between 2 large columns. The
columns mar the views into the
showroom from the exteriors.

THE COLOUR:
All the colors have been kept
neutral. The walls are white, the floor is
cream colored. All the furniture here is
blue in colour. The difference in colour
for the discussion space makes it
prominent, and helps in giving the
space a definition.

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The predominant colour theme here is the use of the blue and white
against neutral shades of beige and off white. The floor colour is light grey.
This helps in making the cars stand out with their true colors, as these
colors help in projecting the colour, rather than compete with it. The same
principles apply to the walls as well.

3.7 Comparing the two

Both the Hyundai showrooms selected for the study were in the
same city, but belonging to different dealer groups. As both belong to the
same manufacturer, they have to adhere to the same set of rules laid down
by the manufacturer.
Both see the use of almost identical interior characters. The hilton
showroom has more floor area and display area, which is not the case for
the popular motor showroom.
The first impression one woould get of both the showrooms is very
different, where the hilton group showroom is hugely appealig and more
appealing to a visitor than the popular motor showroom.
Where one showroom is run in a rented space, the hilton group has
an independent building of its own
It should however be noted that the scale of both the showrooms
are different. The hilton showroom is a regional head while the popular
group has its regional head at Cochin. The popular group regional head
building is also a double height façade with a mezzanine floor. The design
of the two is almost idnentical.

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Part 4: RECOMMENDATIONS

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4.1 The green showroom

The society today is concerned about energy conservation. The Green


building concept is a relatively new and fast growing one. Making buildings
green not only makes the building more energy efficient, it would also behave
as a Unique Selling Point for the owners of the building.
A manufacturer would develop a better impression about itself in the
minds of the people if the manufacturer can ensures that all their showrooms
are green. It shall also give an impression about the energy conscience and
the ideology of the manufacturer, in addition to just making the building
energy efficient. It would also help sell better.
A green building in itself behaves as an exhibit value object, drawing
to itself people and attention. This would be an ideal setting for a showroom
as it would draw towards itself visitors who could be made potential
customers, thereby helping in improving the sales.
A green showroom would also help in spreading awareness on the
new green trends among the visitors to the showroom. It would aid in
promoting newer trends in energy conservation. A green showroom would be
a good, rather be an ideal setting for the sale of vehicles which use alternative
sources of energy.
A green showroom would also help in best utilizing available
limited resources on the site. Lighting, electrification, water conservation, site
utilization, air conditioning and materials used would prove to be challenging
tasks on hand in making the showroom green.

HONDA‟S GREEN SHOWROOM, Essex.


Japanese car manufacturer Honda opened its first eco car showroom
in Romford, Essex. The Romford dealership uses 30% less energy owing to
green initiatives that includes ground source heating pumps.

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By recycling rainwater, using


ground source heating pumps and
solar power to heat water, A similar
sized showroom would be air
conditioned using a high energy
central unit to cool and circulate air.
The Romford site, however, uses low
level ventilation louvers around the
edge of the showroom and high level,
chimney-style ventilation terminals
mounted on the roof of the building.
Wind pressure then draws air through
the showroom, up through the roof
terminals using a „stack effect‟, cooling
the air using less carbon emissions.
The system is fully automated,
with the vents opening slightly during
summer evenings to pre cool the
building, and opening and closing
depending on both the internal and
external temperature and air quality.
Heating is provided from
energy in the ground using nine, 75m-
deep bore holes located beneath the
car park. The heat energy is converted
to 40º, ideally suited to the under-floor
heating system which is laid beneath
the entire showroom, corridors and
toilet areas of the ground floor. The
system can also be used to cool the
floor slightly in warmer months.

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Rainwater is harvested in a tank buried to the rear of the showroom,


which pumps water from the roof of the building for its „grey‟ water supplies.
After UV filtration treatment this water is also clean enough to be used for
washing cars.
Additionally, solar power is used to heat water using evacuated tube
panels on the main roof and circulating heat into a secondary coil of the main
hot water cylinder.
In addition to the details mentioned above, the showroom also makes
use of the following in order to add to their green standards.
o Cooling units with 15 kW and 30 kW cooling power, specially
developed for use with solar energy.
o Roofing membranes that have sound-deadening properties.
o Transportation to and from the showroom which doesn‟t use c
onventional energy sources.

4.2 The brand terminal

This is a modular,
mobile showroom. This
helps in taking the business
to the streets and not
limiting it to the showroom
premises. A vehicle is on
display and negotiations
can be made without the
need of going to a
showroom which may not
be available nearby. It helps
in taking marketing to the
masses.

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The brand
terminal can be setup in
areas of mass gathering.
The present scenario
4.4sees the setting up of
small kiosks which would
attract only people who
are interested in making a
negotiation. A brand
terminal would be a well
designed module which
could showcase vehicles,
and also be carted
around. This would attract more attention and hence visitors than a simple temporary
kiosk. A brand terminal would find the Indian context ideal, as there is always an increase
in demand as well as purchase of vehicles with time and, more people tend to visit
showrooms. A brand terminal is a technique of taking the showroom to the people rather
instead of the general setting where one has to visit the showroom.
There is however a limitation in a brand terminal, which would be the number of
vehicles they could have on display.
The design of the terminal would be important as it would be essential to maintain
a standard design for terminals of a particular manufacturer. This would ensure that the
terminal stands out when put up with the rest.

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Audi was the first to launch such a terminal, when it did so in Australia
in 2008. The terminal launched ensured that it followed the similar
architectural character as its showrooms all over the world.

4.3 New dealership trends

Changes in the European markets have a new exemption law, which


governs how franchises are held and managed. This has facilitated the growth
in multi-franchising within a single dealership. These arrangements enable
consumers to compare different manufacturer‟s models etc all in a single site.
The dealership tends to locate the franchises in either co-located or adjacent
showrooms. This means the showroom construction must be adaptable to the
different specifications demanded by the manufacturers.as a result, the size of
some dealerships increased upto a floor area of 3,000m2 .A scheme of this
size accommodates multiple franchises and extensive workshops, and so on.
An alternative approach is the use of boutique sites. These are small units
positioned in city-centre retail sites or leisure developments. Matching the
location, the customer profile and the correct brand of car are vital For
success, off-setting high Rental levels and developmentcosts against the
opportunity totarget specific clients. These Developments sometimes exploit
the concept of coffee bars and branded clothing ranges found on larger sites.
Not content with just selling a Car, warranty and road tax, manufacturers and
dealerships are beginning to adopt theconcept of “experiential retailing”. Land
Rover has establishedan adventure zone next to Bluewater Park where
customers can purchase branded clothing, off-road adventure holidays
and“off-road experiences”.

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4.4 The test track

It iis not always feasible to provide a test track within the


showroom, but a dedicated area for test driving is always a viable
option.
Turkey has a showroom in Istanbul with a complete oval race
track on top of the roof, where customers can have a test drive without
going into the dense traffic of the city.
Called Autopia Europia, the five story building sports 30,000m²
of retail space per floor and accommodates 2,526 cars on display at
full capacity.
It houses 200 individual showrooms, 48 workshops, 42
insurance companies, 24 bank branches and 56 eateries and cafes.
With 7km of walkable space it is the biggest showroom in the world.
This showroom space sees its existance possible because of
the new marketing policy passed in Europe which allows for multi-
franchise under the same dealership.

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Part 5: CONCLUSION

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Marketing

In contemporary market the success of any manufacturer is


determined by the quantum of sales of its products. It is pertinent to
mention that „sales‟, today is not a generic term but it‟s a specialized field
which needs greater focus if one were to market his product. Therefore it is
important to study this aspect in some detail.

Successful marketing is the art of wooing the customers, in other


words attracting the customer by a series of qualitative parameters. The
explosion in the advertisements bears out this fact. Towards this a lot of
research goes on today. Many of the high end companies/manufacturers
prepare their facility requirement document to ensure standardization and
compliance to stipulated standards by its retail outlets/showrooms.

The interview with a Marketing lead of Popular Hyundai Mr. B. Biju


(Annexure 1) amply brings out this aspect where he candidly says that
specifics to the last detail are given by the manufacturer, thus there is a
greater focus towards architectural concepts today more than yester years.
Furthermore the extract of the FRD(facility requirement document)
(Annexure 2) exemplifies the extent to which the manufacturer goes to
ensure qualitative sale.

It is clear from the above that no detail however trivial can be missed
so long as it is relevant to a customer, architectural concepts like access,
views, spatial arrangement, movement pattern, etc need to be effectively
applied at the design stage to enable/bring in customer friendliness. Many
showrooms that had good potential couldn‟t take off because emphasis not
given to these aspects. [examples-live]. Similarly concepts like position,
projection, site utilization, facilities etc would help the dealer in efficient
operation of his showroom.

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Many medium sized showrooms don‟t have adequate coverage of


security, tool storage and related aspects. They fail to tap the ptential of the
showroom due to lack of application of architectural concepts within
stipulated conditions providedd by the manufacturers. Consultation with an
architect would have benefited the owners of such showrooms.

Today, it is amply evident that an architect is associated with every


infrastructural project be it highways, harbors, malls, hospitals etc. there is a
qualitative improvement and overall harmony, and efficiency is very
conspicuous in all the fields. The metro rails in Delhi are a case in point. All
this points to the need to factor architectural concepts into any type of
infrastructure concepts.

Looking into the future, with space, energy etc becoming big
constrains, an architect‟s role in optimizing a design for a given
area/terrain/climatology etc can‟t be over emphasized. Energy efficiency
and operational efficiency would only contribute towards better market
share and growth.

Car dealers play an important intermediary role in the promotion of


brand equity and sale of a particular brand of cars. In the process they build
up the reputation and contribute towards the growth of the company‟s market
share. In India, the role of a car dealership was limited to a mere selling of
cars, which has undergone a substancial change in the recent times with the
dealers emerging as an important point of connect between manufacturers
and customers of the cars. Car dealers of today are expected to act as a
catalyst to promote the sales of the car. At the first instance, car dealers are
to have a good collection of cars. Car dealership depends on availablity of
the brand new cars and the location of the showrooms.

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An attempt has been made in this dissertation to understand the various


design aspects involved in a car showroom. An effective car dealership is one
that is successful. The main contributing factors to this success are the
manner in which a customer percieves the product, and amount of faith the
cuatomer places in the dealership when he comes to service maintenance,
after the purchase of the vehicle.

Thus it can be said that most crucial spaces of a dealership involve


both the display area as well as the service area.

Depending on the type of brand and type of cars, dealer location


ensures that the potential customers get the best strategic advantages. The
ambience and the customer service are equally important. The customers
should feel welcome at the car dealership

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ANNEXURE 1

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A1.1 An interview with Mr. B Biju, Marketing lead Popular Hyundai

Q: What were the points kept in mind at the design stage of this
showroom?
A: The entire design of this showroom was dictated and
directed by the manufacturers itself. We have no say in this matter. We
are handed a set of rules and guidelines which we have to adhere to in
order to be a dealer of Hyundai. This is the case with all the other
showrooms, of any manufacturer.

Q: Do you think you should have a say in this matter?


A: No, not at all. Most of the research relating to marketing is
done by the manufacturer itself, and the design of the showroom is
predecided based on the marketing surveys and strategies of the
manufacturer. However it depends largely on the availablity of dealers
at the various venues.

Q: If all the designs are predecided, how is the success of a


showroom measured?
A: The success is measured in terms of number of units sold
annually. The manufacturer has a set of targets which it sets to the
showrooms. The success is measured w.r.t the targets set.
The manufacturer predecides targets for specific areas, after
which its open to dealers. Its for this reason we see showrooms of
various sizes of the same manufacturer. Each showroom has a
different target set, and so the facilities provided for in the showroom
would also vary, however as mentioned the whole system is schemed
by the manufacturer.

Q: Were there different rules for you as this is a rented space?

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A: There is no rule specific for our showroom. We provide them


with the space, they provide us with the terms and conditions for sale,
and the profit earned from sale is shared between the two parties.

Q: Your views on multi-franchise dealers.


A: Dealers here own showrooms for various companies, but not
always under one roof. Its very rare that we see such a scene. We can
doso only in the accessory department.
Multi-franchize involves lot of intense work from the part of a
dealer, however its convenient for a customer. It has been made
possible in Europe.

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ANNEXURE 2

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A2.1 The dealers design guidelines for showroom and service


area design
This is a document which specifies the various design aspects of the various spaces
involves in a showroom or a service area and is handed down by every manufacturer to its
dealers and distributors. This is done to bring about uniformity in all showrooms of a particular
manufacturer, which may be under various distributors/dealers. This is why all showrooms of a
particular manufacturer look alike in more ways than one. It is required that every distributor or
dealer adhere to the rules mentioned in this document so as to be entitled to act as a distributor
or dealer of that particular manufacturer.
This document provides details which include almost all the various aspects that are to
be considered in the making of a dealership. Starting from the location of the site to the
dimensions of the tiles to be used, the document also contains layouts for the dealership as the
manufacturer would suggest. It provides details that ease the pressure of designing from the
dealers by providing them with readymade solutions that are meant to be followed.
The document has two parts, where one part deals with the specifications and details for
the showroom, the other contains specifications and details for the service area.
The various aspects covered in the document include:
o The exterior design
o Planning of the location
o Location conditions
o Market properties
o The interior design
o General layouts
o Material specifications
o Space dimensions
o Site layout
o Parking layouts and dimensions
o Setbacks
o Green spaces
o Customer area considerations
o Dimensions, seating, facilities
o Counter types
o Spare parts section
o Service shops
o Bay dimensions

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A2.2 An extract of the FRD (facility requirement

document) for HINO motors India

Chapter I.
Primary requirements

1. Primary requirements
The followings are the primary requirements for parts and service operation in India
for dealers to satisfy.

1) Service

(1) Service Shop Sufficient number of service bay based 'on the planned
service frequency.

(2) Mechanics: Number of service bay times 2 people. (Service manager


and mechanics must possess a diver's license to drive Heavy Duty Vehicle)

(3) Tools and facility: Sufficient tools and equipment.

(4) Mobile Service Car: At least 1 mobile service car per each dealer.

2) Parts

(1) Parts Warehouse: Sufficient warehouse space to stock normal maintenance


parts required within the territory.

(2) Parts Staff: 2 to 3 persons

(3) Facility: Facility sufficient to operate the parts warehouse operations.

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(4) Parts Stock: Sufficient Parts stock (at least 2 weeks) to cover the service
operations within the UIO of the territory.

Chapter II
Outside design
1. Planning the location
(1 )Planning the Location
For the establishment of a service shop, the selection of the location is an important
point which influences the convenience for the customers, and thus possibly the
number of vehicles coming into the shop and the profitability.
The first condition is that the location coincides with the service network concept
set by the distributor, and within this range, it is important to select a location for
which vehicles can be expected in the future and with a high degree of ease of
operation.

(2) Location Conditions


• Market properties
An important point in regard to the market properties is that the territory has a high
number of HINO vehicles in use and that an increase in this number can be
expected in the future. This means a territory with a population, with developing
local industry and trade, with a high flow of goods to other cities or serving as a
relay in the flow of goods.
• Access road
The site is on a trunk road or at a short distance from a trunk road on a public road
with a width of 10 m or more so that large trucks can pass each other easily, with
an entrance width of 10 m or more.
• Site shape
A rectangular shape or similar, with no wasted space.
• Development properties
A neighbouring vacant lot with sufficient space, permitting future expansion, which
can be secured, would be ideal.
• Geographical features

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Grading of the site shall be easy, there shall be no fear of natural disasters like
flooding etc., and there shall be no obstacles. A high stress resistance of the
ground also is desirable.
• City properties
It shall be easy to obtain electric power, telephone lines, water, etc., and work
communication with related offices shall be easy. Public transport facilities also
shall be convenient, and it shall be easy to collect workers.
• Legal regulations
The legal restrictions by state and local authorities shall not be severe, and there
shall be no influence by future city planning, road plans, etc.
• Others
Inducement provisions provided by administration agencies.
Attention shall be paid to harmony with the environment around the site.

(5)Dealer entrance
The entrance sign board which can recognize easily should be installed near by the
entrance. The entrance should have enough width to pass the heavy duty trucks
each other.

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(6) Reception bay, Final inspection bay


The reception bay is the space for the service advisor to diagnose the vehicle
brought into the service shop.
Final check bay is the bay for explaining the service contents of the finished vehicle
to the customer.

Points
LOCATION
This space shall be located close to reception and not far from the main road.
SAFETY
Space, layout, etc. shall be taken into consideration so that there is no danger from
movement of other vehicles, etc.
OTHERS
These bays should have a roof so that vehicle can enter also during rain. (This
applies especially of the reception bay. A simple roof may be used) Incase of a
service shop with a medium or large scale, parking space for two or three vehicles
at the same time must be secured.

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7. Parking Area
The parking areas can be divided roughly into parking areas for vehicles waiting .
for reception, for vehicles after servicing, for customers, for the company and the
employees, for new vehicles, etc., and as they all have a suitable length and width.

1) Reference Dimensions

Parking area for large vehicles (per vehicle)


Parking area for vehicles waiting for reception 5 m x 12,5 m = 62.5 m2
Parking area for vehicles after servicing 3.5m x 12.5 m = 43.75 m2
New vehicles storage area 3.5 m x 12.5 m = 43.75 m2

Parking area for passenger cars (per vehicle)


Parking area for customers 3 m x 5.5 m = 16.5 m2
Parking area for company use and employees 2.5 m x 5.5 m = 13.75 m2

2) Points

(1) LOCATION
The parking area for vehicles waiting for reception and the parking area for
customers shall be located close to the reception. The parking area for vehicles
after servicing should be located in front of the service bay.

(2)PARKING SPACE CONFIGURATION


One of the parking space configurations is angled parking, while this makes
parking easier, it requires more overall space, so that the design should be done
according to the available space.
Please refer to next page shown parking 20 units of area layout and space
efficiency about large vehicles and passenger cars respectively.

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Chapter Ill.
Customer area
1. Service lobby and Reception I Guest room spare
This is the place visited first by the customers, and it can be called the face of the
service shop. Reception and lobby shall be close to the main road so that the
customers can enter easily, it shall have easy access to the service shop area' and
the parts storage so that the service adviser can control the entire service shop
easily, and it must be arranged under consideration of the flow of customers and
vehicles.
A Guest room space also must be provided for calm correspondence when the
talks with customers shall take a long time.

1) Reference Dimensions
Small scale 8 m2
Medium scale ~
Large scale 24 m2

2) Points
(1) IMAGE IMPROVEMENT
As this is the first place visited by the customer, a standardized HINO Service Shop
design and layout is used to provide a bright and clean impression and to improve
the image. Please also use standardized guidance signs, etc., which can be
understood easily by the customer. For details, refer to "Service Shop Image
Improvement Manual, The Unification of Service Shop Image".

(2) COUNTER
The counter can be either a low counter, where the customer and the service
advisor sit together, or a high counter, where both are standing. A low counter
gives the customer the impression of comfortable reception, while a high counter
gives an impression of speed. A combination of low and high counter also is
possible.

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2. Customer waiting room


The customer waiting room is the room where the customer waits while his vehicle
is being repaired, and considerations should be made so that even waiting for three
to four hours will not be unreasonable.
1) Reference Dimensions
Small scale 20 m2
Medium scale ~
Large scale 56 m2
2) Points
1).LOCATION
Close to the reception. As far as possible, the location should provide a view of the
service bays to increase the peace of mind of the customers.
(2) AMENITIES
Air conditioning, noise, lighting, and other environment conditions should be taken
into consideration so that the time until the vehicle has been serviced can be spent
in comfort.
In addition to a TV, magazines, etc., HINO catalogs, posters and other goods
should be provided to improve the image of HINO MOTORS.

Chapter IV.
Spare parts warehouse
1. Spare parts warehouse layout

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Chapter V
Service shop

1. Points of workshop construction

1) Foundation
As the foundation strength
influences floor settling,
subsiding, etc., the required
work must be executed
according to the application
of the use location and the
degree of weakness of the
subsoil. Especially when the subsoil is weak and subsiding is to be feared, piling
must be executed. Floor cross section structures and samples for piling are shown
below depending on the pressure strength and the difference in the subsoil, but as

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the weakness of the subsoil also is involved, there are no standard values and only
reference values, so that the work should be executed on the basis of consultations
with the construction company.

2) Floor
The service shop floor is exposed to jack-up loads, impact from dropped tools,
welding sparks, oil outflow, and various other use conditions, causing unevenness,
contamination by oil, etc., and this not only lowers the work efficiency and impairs
the work safety and the servicing quality, but it also gives a bad impression to the
customers and even may lower the moral of the mechanics.
Accordingly, resistance against these severe use conditions is required for the floor
material of a service shop, and it is desirable that the floor surface should be
influenced by oil etc. as little as possible."
(1) Point
FLOOR SURFACE
The type and construction of the floor material to. be used are decided according
to the use place and the application. When the floor surface is only concrete, early
damage from insufficient surface hardness and decrease of the concrete strength
from permeation of oil may occur. Accordingly, these problems can be avoided by
using alloy reinforced concrete or hardening resin etc.
Various materials and methods presently are being developed for the floor surface
by floor material makers, and these can not be described in a few words, but the

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main types and work methods, as well as their characteristics etc. have been
consolidated on the next page for reference.

2.

Contents of the facilities and reference dimension

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1) Service Shop Area


(1 )General service bays
The service bay is an important place where the customer's vehicles are repaired
and earnings are created. A layout and dimensions sufficiently taking the
movement of the mechanics and the vehicle movement into and out of the service
shop into consideration are important for an increase of the service bay
productivity. Depending on the service shop scale, it is necessary to divide the
bays into bays mainly for light and medium servicing and bays for heavy servicing,
and to provide equipment according to the respective movement to increase the
work efficiency.

(2) Bay dimensions


Width and depth dimensions must be set so that large vehicles can be housed,
while paying sufficient attention to the movement of the workers and tools stands
and jacks.
CD Reference Dimensions
Bay dimensions: 6 m x 15 m = 90 m2
The recommended bay length is 15 m, for entry of vehicles with a length of 12 m.
At the time of the bay design, consider the conditions in your country and aim for
the maximum length which may enter + 3 m .

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(3) Service shop entrance height/Height inside the service shop


Please refer to the following dimensions, as the height of the vehicle entrance into
the service shop, the vehicle high with full lift stroke, and the upper clearance at the
time of hoist installation must be considered and a sufficient height must be taken.

1 Recommended Dimension
Service shop entrance height: 4.5 m ~ 5.0 m
Height inside the service shop: 8 m (full dump truck height 6.7 m +
overhead crane etc 1.3 m)

The required height differs in areas where entry of large dump trucks in not
expected, etc. The dimensions must be decided after investigating the situation in
the area, the future work contents for the service shop, and the vehicle types to be
handled. For example, a service shop especially for busses will look as shown in
the following figure.

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2 Recommended Dimension
Service shop entrance height: 4.5 m ~ 5.0 m
Height inside the service shop: 5.5 m ~ 6.0m

4) Space in front of the service shop


A sufficient space must be taken in front of the service shop so that the vehicles
can enter smoothly into the service bays.
In the following, the turning track of representative vehicles and the required space
are shown for reference.

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(5) White lines for bay division


White lines must be drawn at the boundaries between the bays and at the passage
boundaries for clear division.
The width of the white lines shall be 50 to 80 mm, and material with good adhesion
to the floor (epoxy type) shall be used.

(6) Washing bay


The washing bay is indispensable to increase the customer satisfaction and to
improve the work efficiency by washing the customer's vehicles. Reference
Dimensions
6 m x 20 m (General washing bay)
6 m x 15 m + 2 m x 2 m (Automatic vehicle wash bay + Machinery Room)
1. Points
EFFICIENT VEHICLE WASHING
Vehicle washing is one of the important work items for vehicle servicing, but as
there is a tendency for it to become inefficient, installation of a lift, a ramp, a high
pressure vehicle washer, or an automatic vehicle washer, etc. is required to
increase the efficiency.
. WATER RUNOFF
Provide a slope of about 1/100 to 11150 to improve the water runoff.
. WATER DRAINAGE

Department of Architecture, College of Engineering Trivandrum 2010


Design Constrains in Automobile Showrooms P a g e | 67

Install a manhole with sand separator, an oil/water separator tank, etc. as waste
water treatment equipment.
ROOF
A general washing bay should have a roof for prevent inflow of rain water.

(7) Component service shop


The component service shop is the specialized disassembly and servicing place for
overhaul of heavy units like engine and transmission, and special equipment and
tools are installed to improve the work efficiency.
1 Reference Dimensions
Small scale 50 m2
Medium scale ~
Large scale 150 m2
2. Points
EQUIPMENT
Work benches, hydraulic presses, and other equipment are installed for efficient
disassembly, servicing, and assembly for each ,unit. Also overhead crane can ease
removal and transport of heavy units.
LOCATION
The component service shop shall be-located close to the service bays, especially
the heavy service bay so that units removed from the vehicles can be carried in
easily.

Department of Architecture, College of Engineering Trivandrum 2010


Design Constrains in Automobile Showrooms P a g e | 68

Department of Architecture, College of Engineering Trivandrum 2010