Matei Albulescu, brand manager of Volkswagen, believes a higher sales growth rate can be ensured in the medium term through the expansion of established dealers, rather than through greenfield investments, because of the training period, which can delay sales.
"The established dealers, which already have experience in selling Volkswagen cars, are registering better sales in the medium term, because the training period is eliminated," said Matei Albulescu, brand manager of Volkswagen, a part of Porsche Romania group, domestic importer for brands from the Audi-Volkswagen and Porsche group.
Currently, the Volkswagen network comprises 24 dealers, 3 of which were established this year. Another 3 dealerships will be built in 2008, reaching a total of 27 by yearend. The most important Midocar dealer (one of the 27 dealerships) will be located in the Vitan area of the capital, entailing investments worth around 3 million euros.
"Depending on the dealer's location and size, investments are estimated at between 2 and 3.5 million euros, not taking into consideration the costs of land. This sort of investment is recouped within around five-seven years," Albulescu added.
According to Porsche Romania officials, a VW dealer requires a minimum area of 10,000 square-metres, with 500-600 sqm allocated for the showroom, where at least eight of the brand' s most popular models are displayed, in addition to vehicles exhibited outside.
The largest Volkswagen dealer, both on the Romanian market and in South-Eastern Europe, is Porsche Bucuresti Nord, which covers a built surface area of around 8,680 sqm.
"Annually, Porsche Bucuresti sells around 3,500-3,600 Volkswagen, i.e. 16% of the total annual sales volume," VW's brand manager said.
Within the next three years, new units will open for established dealers in several cities such as Piatra Neamt, Satu Mare, Hunedoara, Zalau, Targu-Jiu, Targoviste and Buzau.
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