Jaguar Land Rover rolls out new ‘ARCH’ corporate identity across MENA dealer network

An ambitious four-year programme to roll out Jaguar Land Rover’s all-new retailer corporate identity is well underway throughout the British carmaker’s Middle East and North Africa dealer network. Known as the ‘ARCH Concept,’ within the next two years every Jaguar Land Rover showroom and workshop facility within the region will have benefited from the redesign, which is being applied on a global basis. ARCH goes beyond a simple ‘look and feel’ makeover, albeit one which incorporates striking new architecture and stunning interior design, to place the customer experience at the very heart of the entire Jaguar Land Rover retailer network, ensuring each individual customer enjoys a premium experience whenever and wherever they interact with the company.
Two years into the brands’ programme, there is at least one ARCH facility in each country within the region. The roll-out of the ARCH Concept is scheduled for completion by the end of 2019.
The creation and implementation of the dual-brand ARCH corporate identity has been driven by Jaguar Land Rover’s significant growth in recent years which is set to continue with the introduction on a raft of exciting new products in coming years. Requiring a significant level of investment from their side to reflect Jaguar Land Rover’s major recent and future product developments, some dealers will extensively rebuild and refurbish their existing facilities while others will build from scratch on brand new sites. By the end of the programme, dual brand showrooms will feature the eye-catching “ARCH” design, decorated in colours which are unique to Jaguar Land Rover – Sunshine Grey and Champagne Silver. The showroom facades are designed in such a way as to frame the product line of each marque within extensive glazed areas, creating what some have called a ‘jewel box’ effect.
As the customer enters the showroom they will be met with an interior environment that, like the exterior of the building, expresses the modernity of Jaguar Land Rover’s current design philosophy. A single reception area serves both the Jaguar and Land Rover brands and customers wishing to inspect the product lines will head left or right to see the two, distinct vehicle ranges. Workshop areas too will benefit from the redesign, which will cater for the anticipated growth of the overall Jaguar Land Rover vehicle station through additional workbays and parking areas.
In implementing the ARCH corporate identity Jaguar Land Rover is placing the customer right at the heart of its operations. The ARCH concept therefore incorporates a ‘customer core’ area, which is designed around the notion of a lounge in which customers can relax in a premium environment, which they are accustomed to.
Justin Weaving, Network Development Director for Jaguar Land Rover MENA said: “The luxury car market is hugely competitive but by creating a globally consistent premium environment, both in terms of the design and customer journey, we at Jaguar Land Rover are seeking to position the company for even greater levels of future growth and success. Knowing the products that our development teams have in the pipeline, we are fully confident that our dealer network will reap the reward of their investments. Equally, we believe our customers will appreciate the ARCH concept’s role in ensuring a premium experience in every element of their ownership of a Jaguar Land Rover vehicle.”