Volkswagen Richtlinie CI/CD - 2022 – Version 04-04/2022

Volkswagen CI/CD Guideline

Retail
dated: 31.10.2021
Version: 04-04/2022

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Contents

Contract component and reservation of changes ................................................................................ 5

1. Volkswagen CI – CD | Corporate appearance ................................................................................... 5

I Authorized Volkswagen dealer standards .......................................................................................... 6

2. Volkswagen architectural and showroom concept – modular concept ......................................... 6

2.1 Dealership Signage ............................................................................................................................. 6

2.2 Basic and additional elements ............................................................................................................. 7

2.3 Basic elements ................................................................................................................................ 10

2.3.1 Mobile entrance portal .................................................................................................................... 10

2.3.2 Mobile welcome wall ....................................................................................................................... 11

2.3.3 Lighting concept ............................................................................................................................. 11

2.3.4 Furniture concept ............................................................................................................................ 12

2.3.4.1 Customer reception ................................................................................................................. 12

2.3.4.2 Sales workstation .................................................................................................................... 12

2.3.5 Presentation elements (minimum requirement) .............................................................................. 13

2.4 Additional elements ........................................................................................................................ 13

2.4.1 Entrance portal (exterior, fixed location) ......................................................................................... 13

2.4.2 Dealer name frame ......................................................................................................................... 14

2.4.3 Building frame/main façade ............................................................................................................ 15

2.4.4 Expanded furniture concept ............................................................................................................ 16

2.4.4.1 Seating areas/lounges............................................................................................................. 16

2.4.4.2 Highlight product presentation................................................................................................. 16

2.4.4.3 Accessories shop .................................................................................................................... 16

2.4.5 Separate delivery area ................................................................................................................... 17

2.4.6 Flooring concept ............................................................................................................................. 17

2.4.7 Suspended ceiling .......................................................................................................................... 18

2.5 Master plan ....................................................................................................................................... 18

3. City Store ............................................................................................................................................ 19

3.1 Dealership Signage at City Store ...................................................................................................... 19

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3. 2 Basic principles ................................................................................................................................. 20

3.2.1 Basic structure of the City Store ..................................................................................................... 20

3.2.2 Basic principles of basic and additional elements .......................................................................... 20

3.3 Basic elements .................................................................................................................................. 22

3.3.1 Lighting concept ............................................................................................................................. 22

3.3.2 Furniture concept ............................................................................................................................ 23

3.3.2.1 Presentation elements (minimum requirement) ........................................................................... 24

3.4 Additional elements ........................................................................................................................... 24

3.4.1 Expanded furniture concept ............................................................................................................ 24

3.4.2 Flooring concept ............................................................................................................................. 25

3.4.3 Suspended ceiling .......................................................................................................................... 25

3.5 Format sizes of City Store ................................................................................................................. 25

4. Supplier process ............................................................................................................................... 26

II Authorized Volkswagen service facility standards ......................................................................... 26

5. CI/CD Volkswagen service facility ................................................................................................... 26

5.1 Primary Signage ................................................................................................................................ 26

5.2 Secondary Signage ........................................................................................................................... 27

5.3 Service workstation ........................................................................................................................... 28

III Authorized Volkswagen dealer and service facility standards ..................................................... 29

6 Electric mobility .................................................................................................................................. 29

6.1 Authorized Volkswagen dealer .......................................................................................................... 29

6.2 Authorized Volkswagen service facility .............................................................................................. 30

7. Digital presence of the authorized Volkswagen dealer and service facility ................................ 30

7.1 Website design .................................................................................................................................. 30

7.2. Dealer-owned online shops .............................................................................................................. 31

7.3 Domain structure of dealer websites ................................................................................................. 31

7.4 Email structure ................................................................................................................................... 31

7.5 Use of other digital media .................................................................................................................. 31

8 Communication ..................................................................................................................................... 31

Business papers .................................................................................................................................. 32

Office communication/equipment ........................................................................................................ 32

Print communication/print media ......................................................................................................... 32

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Advertising (print and online)............................................................................................................... 32

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Contract component and reservation of changes

The current version of this Guideline applies in addition to the Volkswagen Dealer Agreement and
its annexes.

All the content mentioned in this Guideline is presented in greater detail at www.volkswagen-mar-
keting.com, in some cases with direct links to the suppliers. Registration is performed on a user
group-specific basis at the web site stated above.

The importer is entitled to change this Guideline also during the year if necessary, provided that it
notifies the authorized Volkswagen dealer of the change in writing at least four months in advance.

1. Volkswagen CI – CD | Corporate appearance

The authorized dealer/authorized Volkswagen service facility must ensure that the entire visual ap-
pearance to the customer conforms to the specifications of the Volkswagen brand. This CI/CD Guide-
line provides binding information in this regard.

This also applies for the authorized dealer/authorized service facility’s digital presence (Chapter 9 of
this Guideline), particularly its website and other activities using digital media (e.g., email, apps, so-
cial media).

The specifications of the CI/CD Guideline are mandatory as part of any brand-specific offer or brand-
specific customer contact. For non-brand-specific offers or cross-brand customer contact, the pro-
tected space for the logo and the size ratio with respect to other logos must be observed.

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I Authorized Volkswagen dealer standards

2. Volkswagen architectural and showroom concept – modular concept
Exterior façade Visualization

Modular concept

The Volkswagen brand has designed a flexible architectural and furniture concept for the retail space
– the modular concept.

The Volkswagen modular concept assures a brand-appropriate appearance combined with customer
process-oriented design and conforms to Volkswagen standards. The modular concept allows
brand-appropriate staging of a wide variety of building structures. It can be used for every type of
building: new construction, renovated building, rental property, detached building or part of a build-
ing complex.

2.1 Dealership Signage

We distinguish between primary and secondary signage elements.

– The pylon (or, if not structurally possible, the flag mounted sign as a substitute element)
– The Volkswagen logo and dealer name element with the dealership name

The high recognition value of the Volkswagen logo is ensured if it is used in conformance with the
corporate design. For this reason, it is necessary to pay attention to the correct placement and
maintenance of specific sizes and protected spaces. This means that there must be a minimum dis-
tance between the dealer name element and the brand logo.

Secondary signage elements help to guide the customer. It is recommended, that dealers use ele-
ments from secondary signage for orientation in the showroom, on the business premises and as a
signpost system.

The signage is based on the specific building conditions. All elements may be adapted in case of
structural or legal necessity. Deviations from the standard must be aligned in advance with the
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Volkswagen Corporate Architecture in any case.

Primary Signage Elements Visualization (illustrative)

Pylon (or, if not structurally possible, the

flag-mounted sign as a substitute element)

Dealership signage elements:

Volkswagen logo (e.g., clip or integrated in
the portal) and dealer name element with
dealership name

2.2 Basic and additional elements

The modular concept consists of required basic elements and optional additional elements. The fol-
lowing basic elements of the modular concept must be used at least as a mobile variation:

1. Entrance portal (interior)

2. Welcome wall
3. Lighting concept
4. Furniture concept
I. Customer reception
II. Sales workstation
5. Presentation elements (analog or digital)
I. Advertising media
II. Material and color samples
III. Car info display (pricing/consumption) per exhibition vehicle
IV. Product information for customers

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Basic elements Visualization (illustrative)

Entrance portal (interior, mobile)

Welcome wall

Lighting concept

Furniture concept
- Customer reception

- Sales workstation

Presentation elements (analog or digital)

- Mobile frame for advertising
- Material and color samples
- Car info display per exhibition vehicle

- Product information for customers

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The following Additional elements are optional and are not part of the agreement:

1. Entrance portal (exterior, immobile)

2. Dealer frame
3. Building frame/main façade
4. Expanded furniture concept
I. Seating areas/lounges
II. Highlight area
III. Accessories shop
5. Separate delivery space
6. Flooring concept
7. Suspended ceiling

Additional elements Visualization (illustrative)

Entrance portal (exterior, immobile)

Dealer frame

Building frame/main façade

Expanded furniture concept

- Seating areas/lounges
- Accessories shop
- Highlight product presentation

Additional elements Visualization (illustrative)

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Separate delivery area

Flooring concept

Suspended ceiling

When making structural changes to the business premises and buildings, the authorized Volkswagen
dealer will make use of the importer’s [note to importer: free/fee-based] building consultants in
order to ensure a brand appearance conforming to the CI/CD.

A mobile and modular system made of standardized elements in light construction allows a great
diversity of variation and thus flexible adaptation to spatial arrangements without tampering with
the building structure. The basic and Additional elements must be integrated harmoniously into the
building’s overall appearance while preserving the proportions specified by the brand.

All functions presented to the customer must be covered by the current furniture concept. Where
additional elements are used, they must be executed according to the applicable description below.

2.3 Basic elements

2.3.1 Mobile entrance portal

Basic elements Visualization (illustrative)

Entrance portal (interior, mobile)

The entrance must be identified at least with a mobile variant of the entrance portal in the interior
of the showroom. The portal itself has an asymmetrical structure. Portal sizes and proportions are a
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function of the gross exhibition area and the showroom’s clearance height. The Volkswagen logos
are backlit and recessed into the portal surface at a defined location on both sides. The entrance
portal is painted Signal White (RAL 9003; NCS S 0300-N), semi-matt, gloss level 30%.

2.3.2 Mobile welcome wall

Basic elements Visualization (illustrative)

Welcome wall

The required mobile variant of the welcome wall must conform to the showroom proportions in size
and shape. It must contain exclusively the words “Welcome to Volkswagen” in the local language.

The surface is white semi-matt laminate. The blue area (VW light blue, RAL 240 60 40) in backlit
stretched fabric banner or laminate forms the background for the lettering in signal white (RAL 9003;
NCS S 0300-N).

The lettering “Welcome to Volkswagen” must be displayed in the current font with a defined size
and position. The substitute fonts defined by Volkswagen AG should be used additionally.

Bright, even backlighting or illumination of the welcome wall must be ensured in accordance with
the design variant.

2.3.3 Lighting concept

Basic elements Visualization (illustrative)

Lighting concept

The lighting concept for the showroom must meet the following minimum requirements:

• Ensure general lighting for the entire exhibition area from luminaires shining directly from
the ceiling
• Mean illumination intensity of 500 lux at a height of 0.85 m above the floor as general light-
ing
• At least one spotlight per vehicle with 2000 lux as accent lighting
• Light color 4000 K (LED)

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• Housing color for luminaires and ballasts adapted to ceiling color for surface luminaires
• Laminar backlighting or illumination of welcome wall

2.3.4 Furniture concept

2.3.4.1 Customer reception
Basic elements Visualization (illustrative)

Customer reception

The dealer is required to receive customers adequately at any time during business hours.

If furniture such as a reception counter is to be used for the customer reception area, it must be
based on the furniture concept approved by Volkswagen AG.

2.3.4.2 Sales workstation

Basic elements Visualization (illustrative)

Sales workstation

The sales workstation must be based on the furniture concept approved by Volkswagen AG.

The furniture concept developed as part of the modular concept is supplemented with additional
furniture in line with the digital retail strategy.

The Volkswagen furniture concept is protected as a design patent and may not be modified. The
dealer does not have an exclusive right to use the furniture concept.

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2.3.5 Presentation elements (minimum requirement)

Basic elements Visualization (illustrative)

Presentation elements (analog or digital)

- Advertising media
- Material and color samples
- Car info display (pricing) per exhibition vehi-
cle
- Product information for customers

The following presentation elements must be used in digital or analog form for the Volkswagen
modular concept:

I. Advertising media
II. Material and color samples
III. Car info display (pricing) per exhibition vehicle
IV. Product information for customers

Digital versions are preferable for the presentation elements.

Advertising media: opportunity to present campaigns, new models, product information, for in-
stance with posters, stretched fabric banners or similar digital variants.

Material and color samples: presentation of colors and materials presented to customers for realistic
presentation.

Car info display (pricing) per exhibition vehicle: direct labeling of prices and consumption information
for vehicles displayed in the showroom.

Product information for customers: provide product information, for instance in brochures.

In terms of presentation elements, preference should be given to digital variants.

2.4 Additional elements

2.4.1 Entrance portal (exterior, fixed location)

Additional elements Visualization (illustrative)

Entrance portal (exterior, immobile)

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The immobile entrance portal is available in two variants: as a permanently installed element inte-
grated into the façade or as a freestanding element in front of the façade. The portal is arranged
asymmetrically on the façade and is itself asymmetrically structured.

There are three reference sizes for the portal, based on the size of the building. It is possible to use
intermediate sizes but this must be discussed in advance with Volkswagen Corporate Architecture.

The Volkswagen logos are backlit and inlaid into both sides of the portal in a defined size and at a
defined location. Three sizes of the logo may be used: 1,420 mm, 1,120 mm, 930 mm (diameter).

The portal is illuminated by a recessed lighting channel with translucent cover framing it on the
inside (except in the floor area). The view and light quality of the lighting channel must be identical
in all areas (sides and lintel). Lamps with a color temperature of 6,500 K (LED) are used, which are
installed in the existing channels. The luminous flux is approximately 2,000 to 2,200 lumens per
running meter.

The portal surface is made of aluminum-composite material in Signal White (RAL 9003; NCS S 0300-
N, semi-matt, gloss level 30%), with a defined joint pattern.

2.4.2 Dealer name frame

Additional elements Visualization

Dealer name frame

The dealer name frame is available in two variants: as a permanently installed element integrated
into the façade or as a freestanding element in front of the façade. The dealer name frame replaces
the name element.

The dealer name frame is arranged asymmetrically on the façade and is itself asymmetrically struc-
tured. If the dealer name frame is used together with the entrance portal, the narrow legs of both
frames must be arranged mirror-symmetrically and directed inwards.

The dealer name frame is illuminated by a recessed lighting channel with translucent cover, framing
it on the inside. The view and light quality of the lighting channel must be identical on all four sides.
Lamps with a color temperature of 6,500 K (LED) are used. The luminous flux is approximately 2,000
to 2,200 lumens per running meter.

The dealer name consists of black letters in the current font, which are backlit when it is dark. The
name may be presented on two lines. The Volkswagen logo and dealership name (business identifier)
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are oriented on a horizontal center line.

The dealer name frame surface is made of aluminum-composite material in Signal White (RAL 9003;
NCS S 0300-N, semi-matt, gloss level 30%), with a defined joint pattern.

2.4.3 Building frame/main façade

Additional elements Visualization

Building frame/main façade

Together with the glass façade, the building frame spans at least the main façade of the showroom
area. It is also possible to continue the main façade diagonally.

The glazing level is clearly recessed from the front edge of the frame.

The building frame surface is made of aluminum-composite material in Signal White (RAL 9003; NCS
S 0300-N, semi-matt, gloss level 30%), with a defined joint pattern.

The building frame is illuminated by a recessed lighting channel with translucent cover framing it on
three sides. The view and light quality of the lighting channel must be identical in all areas (sides,
roof). Lamps with a color temperature of 6,500 K (LED) are used. The luminous flux is approximately
2,000 to 2,200 lumens per running meter.

The glass façade is constructed in mullion-transom design with no more than one horizontal division
relative to the height of the entrance portal. The grid pattern of the vertically oriented panes of glass
is based on the building’s structural grid. The color of the support posts is RAL 9007.

It is possible to install an exterior sun blind, which must be approved by the importer’s competent
local dealership building consultants. When lowered, the sun blind may not cover the primary sign-
age and CI/CD elements (Volkswagen logo, entrance portal, dealer name, building frame). Also, there
must be an unobstructed view into the showroom with the showroom vehicles.

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2.4.4 Expanded furniture concept

2.4.4.1 Seating areas/lounges
Additional elements Visualization (illustrative)

Seating areas/lounges

The seating areas and lounges must be based on the Volkswagen approved furniture concept.

2.4.4.2 Highlight product presentation

Additional elements Visualization (illustrative)

Highlight product presentation

The highlight product presentation consists of the following elements:

Suspended light frame: aluminum profile luminaire on all sides, radiating light on three sides with
color change option, frame color in Black Gray (RAL Design Classic 7021).

Suspended surface luminaire: stretch ceiling with uniform, wide-area backlighting with color change
option. Rubber lip profile frame in Black Gray (RAL Design Classic 7021). The positioning using a
highlight vehicle acts as contrasting accent lighting.

Highlight platform: special floor area in concrete decor, in mobile form or integrated into the floor.
Engineered wood or porcelain stoneware (material specification available in Brand Net) or equiva-
lent. Anodized aluminum edge profile with recessed lighting channel with color change option.

Highlight frame: space-creating furniture element from the Volkswagen furniture concept for con-
taining backlit image motifs for individual vehicle environments as well as additional consultation
tools, some in digital form.

A color change must be performed systematically for all lighting elements and image motifs, in har-
mony with the vehicle being presented. All lighting elements must always ensure uniform color ren-
dering. The color climate is derived from the campaign motif of the product in question and is de-
fined by Volkswagen AG.

2.4.4.3 Accessories shop

Additional elements Visualization (illustrative)

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Accessories shop

The accessories shop contains furniture based on the Volkswagen furniture concept from the mod-
ular concept.

2.4.5 Separate delivery area

Additional elements Visualization (illustrative)

Separate delivery space

The delivery space must have an area of at least 30 square meters in a separate enclosed space with
a minimum clear width of 4.70 m.

Furniture from the current Volkswagen furniture concept should be used. If the delivery space con-
tains furniture, the minimum area is 45 square meters, likewise with a minimum clear width of 4.70
m. The delivery space has a direct connection to the outside through a garage-type door.

The floor covering is divided into the vehicle parking space and the seating area. The vehicle parking
space is floored in porcelain stoneware or ceramic floor tiles in Volkswagen Grey 2020 (further de-
tails available in Brand Net), with installation and size analogous to the showroom. The furniture is
located on a surface of laminate HPL or porcelain stoneware in Cherry Havana, semi-matt.

The ceiling of the delivery space is constructed as an acoustic ceiling with a smooth surface in Black
Gray (RAL Design Classic 7021) or in Signal White (RAL 9003 or NCS S 0300-N).

The minimum illumination intensity is 700 lx.

2.4.6 Flooring concept

Additional elements Visualization (illustrative)

Flooring concept

The size of the space to be designed is based on the gross showroom area. Porcelain stoneware is
used as the covering. The floor covering has the color Volkswagen Grey 2020 and is laid parallel to
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the main façade in size 60 x 60 cm with cross joints.

The highlight platforms can be used for different purposes depending on the showroom design. The
highlight product presentation consists of engineered wood or porcelain stoneware in Wineo Pflei-
derer Loftec anthracite or equivalent. The engineered wood or porcelain stoneware is available in
Cherry Havana for reception counters, customer seating areas or the shop area.

Bottom tanks for containing the required electrical and network connections are recommended for
each showroom vehicle and workstation.

Laminate HPL or porcelain stoneware (decor such as Cherry Havana) is used in the area of the sales
offices and the welcome wall in the rear portion of the showroom (further details available in Brand
Net).

2.4.7 Suspended ceiling

Additional elements Visualization (illustrative)

Suspended ceiling

The size of the area to be considered is based on the gross showroom area.

The surface is smooth without a visible grid or as a large-size grid ceiling in Black Gray (RAL Design
Classic 7021) or in Signal White (RAL 9003; NCS S 0300-N) with butt joints and sound-absorbing
characteristics. Openings, and cut-outs for lighting, ventilation etc. should be integrated flush with
the ceiling surface as needed.

2.5 Master plan

All plans are based on the applicable master plan of the architectural and showroom concept. The
showroom types in the master plan for the modular concept vary from a showroom with a presen-
tation space starting at 180 square meters. The size is selected according to the retail operation’s
required presentation space.

The basic and additional elements listed above are derived from the Volkswagen showroom master
plan. Individual modifications and adjustments to existing elements are possible and must be ap-
proved by the appropriate building consultants of the Volkswagen brand (Volkswagen Corporate
Architecture).

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3. Volkswagen City Store

Interior view Visualisation (illustrative)

Volkswagen City Store

The Volkswagen brand has designed a flexible sales format for retail in the city center area – the
Volkswagen City Store.

The City Store format assures an appearance in keeping with the brand image together with a cus-
tomer process-driven design and corresponds to the Volkswagen standard. The City Store is always
linked with full-function dealership. The new format supports brand-appropriate staging in different
retail spaces. The Volkswagen City Store is especially well suited to highly frequented, urban set-
tings.

All the content mentioned in this Guideline is presented in greater detail at www.volkswagen-mar-
keting.com, in some cases with direct links to the suppliers. Registration is performed on a user
group-specific basis at the web site stated above.

3.1 Dealership Signage at Volkswagen City Store

The signage of the Volkswagen City Store consists of the mandatory Volkswagen logo (City Store
logo, blanked out) and the format name with the lettering “City Store”. The lettering can be extended
optionally by the dealership name.

Signage Elements Visualisation (illustrative)

City Store logo, blanked out, and the format

name with the lettering “City Store” in single
letters, luminous

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Dealership name in single letters (additional),

luminous

3. 2 Basic principles

3.2.1 Basic structure of the Volkswagen City Store

The basic structure of the City Store consists of four zones:

Zoning Visualisation (illustrative)

Welcome area (YOU)

Highlight presentation (TAKE)
Communication (WE)
Configuration (MAKE)

It is mandatory to always implement all 4 zones of the Volkswagen City Store. The arrangement
and size are flexible and scalable.

3.2.2 Basic principles of basic and additional elements

The Volkswagen City Store concept comprises mandatory basic and optional additional elements.
The following basic elements of the City Store concept must be implemented as a minimum:

1. Lighting concept
2. Furniture concept
I. City Store frame
3. Presentation elements (analogue or digital)
I. Advertising media
II. Material and color samples
III. Car info display (with prices / consumption details) per exhibition vehicle
IV. Product information for customers

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Basic elements Visualisation (illustrative)

Lighting concept

Furniture concept
City Store frame: base- and flex-frame

Presentation elements (analogue or digital)

1. Advertising media in flex frame
2. Material and color samples in flex frame
3. Product information, e.g. brochures in flex
frame
4. Car info display (with prices) per exhibition ve-
hicle 1. 2. 3. 4. 5.

5. Car info display with wall box

The following additional elements can be chosen optionally and are not part of the agreement:

1. Expanded furniture concept

I. Seating areas/lounges
II. Consultation alcoves/communication table
III. Product presentation table
IV. Counter in the welcome area
V. City Store flex frame: configuration, alcove partition wall, kitchen
2. Flooring concept
3. Suspended ceiling

Additional elements Visualisation (illustrative)

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Expanded furniture concept

1. Seating areas/lounges
1. 2.
2. Consultation alcoves/communication table
3. Product presentation table
4. Counter in the welcome area
5. City Store flex frame: configuration,
alcove partition wall, kitchen

3. 4. 5.

Flooring concept

Suspended ceiling

When making structural changes to the building premises, the dealership will make use of the im-
porter’s [note to importer: free/fee-based] building consultants in order to ensure a brand appear-
ance conforming to the CI/CD.

The basic and additional elements must be integrated harmoniously into the overall appearance of
the room while preserving the proportions specified by the brand.

All functions presented to the customer must be covered by the current furniture concept. Where
additional elements are used, they must be executed according to the relevant description below:

3.3 Basic elements

3.3.1 Lighting concept

Basic elements Visualisation (illustrative)

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Lighting concept

The lighting concept in the Volkswagen City Store must fulfil the following minimum requirements:

• Assurance of basic lighting for the entire City Store with a mean illumination intensity
of 500 lux at a height of 0.85m above the floor.
• Assurance of accent lighting per vehicle/accessory of at least 2,000 lux.

• Suspended light frame: surrounding aluminium profile light, emitting light on three sides
with colour-change option, frame colour Black Grey (RAL Design Classic 7021).

• Suspended surface light: stretched ceiling uniformly backlit over a wide area with col-
our-change option. Keder profile frame in Black Grey (RAL Design Classic 7021). The
positioning above the highlight vehicle creates highly contrasting accent lighting.
• Graphic display in the flex frame as accent lighting for mounting backlit image motifs
for individual vehicle environments as well as other consultation tools, some of which
are digital.

A colour change must be realised consistently in harmony with the presented vehicle for
all lighting elements and image motifs. All lighting elements must always exhibit uniform
colour rendering. The colour climate is derived from the campaign motif of the respective
product and is defined by Volkswagen AG.

3.3.2 Furniture concept

Basic elements Visualisation (illustrative)

City Store frame

The dealer is obliged to equip the City Store with at least one City Store frame.

The frame elements must be covered by the furniture concept approved by Volkswagen AG.

The dealership does not have an exclusive right to use the furniture concept.

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3.3.2.1 Presentation elements (minimum requirement)

Basic elements Visualisation (illustrative)

Presentation elements (analogue or digital)

1. Advertising media in flex frame
2. Material and colour samples in flex frame
3. Product information for customers in the
flex frame
4. Car info display (with prices) per exhibition
vehicle
1. 2. 3. 4. 5.
5. Car info display with wall box

1. Advertising media: opportunity to present campaigns, new models, product information us-
ing stretched banners or similar digital variants.

2. Material and color samples: presentation of colors and materials presented to customers for
realistic presentation.

3. Product information for customers: provide product information, for instance in brochures.

4. Car info display (pricing) per exhibition vehicle: direct labelling of prices and consumption
information for the vehicles displayed in the City Store.

5. Car info display with wall box per exhibition vehicle: presentation of charging option (dummy
only).

In terms of presentation elements, preference should be given to digital variants.

3.4 Additional elements

3.4.1 Expanded furniture concept

Additional elements Visualisation (illustrative)

Expanded furniture concept

1. Seating areas/lounges
2. Consultation alcoves/communication table 1. 2.
3. Product presentation table
4. Counter in the welcome area
5. City Store flex frame: configuration,
alcove partition wall, kitchen

3. 4. 5.

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The additional elements of the City Store furniture must be based on the Volkswagen approved fur-
niture concept.

3.4.2 Flooring concept

Additional elements Visualisation (illustrative)

Flooring concept

The flooring concept is based on the four zones (YOU, TAKE, WE, MAKE) of the City Store.

• Welcome area (YOU): Oak decorative finish, engineered wood or porcelain stoneware

• Highlight presentation (TAKE): Black grey/Dark grey, engineered wood or

porcelain stoneware

• Communication (WE): Oak decorative finish, engineered wood or porcelain stoneware

• Configuration (MAKE): Light grey, engineered wood or porcelain stoneware

Bottom tanks for containing the required electrical and network connections are recommended for
each showroom vehicle and workstation.

3.4.3 Suspended ceiling

Additional elements Visualisation (illustrative)

Suspended ceiling

The suspended ceiling can be used in the YOU and WE areas of the City Store.
The surface is smooth without a visible grid in Signal White RAL 9003; NCS S 0300-N with sound-
absorbing features. Openings, and cut-outs for lighting, ventilation etc. should be integrated flush
with the ceiling surface as needed.

3.5 Format sizes of Volkswagen City Store

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The total area of the City Store should be at least 60m² and comprises an exhibition space of 30m²
for a vehicle and another 30m² for the required zonings. The total area can be scaled. An exhibition
space of 30m² is planned for each additional exhibition vehicle as well as additional space for the
zonings. Individual modifications and adjustments in stock for individual projects are possible and
must be approved by the appropriate building consultants of the Volkswagen brand (Volkswagen
Corporate Architecture).

4. Supplier process
All elements in the retail space (Dealership and Volkswagen City Store) are put out to tender world-
wide by Volkswagen Procurement. Registration with Group Supply (www.vwgroupsupply.com) is
necessary for this purpose. By registering, all potential suppliers are considered for all upcoming
invitations to tender.

Volkswagen AG reviews the suppliers as part of the invitation to tender and enters negotiations if
the requirements are fulfilled.

II Authorized Volkswagen service facility standards

5. CI/CD Volkswagen service facility

5.1 Primary Signage

The authorized Volkswagen service facility displays the elements that distinguish it as an official
partner of the Volkswagen sales organization to identify its business (minimum standard identifier).

The following applies as further clarification of Annex 1, Section 1.2 B of the Authorized Workshop
Contract: the minimum signage consists of the advertising element or service column with the ad-
dition of “Service”. For authorized Volkswagen service facilities whose structural conditions do not
permit placement of the advertising element on the building, the brand-specific flag-mounted sign
with the addition of “Service” is used on the building or pole. A name element conforming to the
Volkswagen CI may optionally be used.

The entrance portal from a previous dealership agreement may remain in use and contribute to the
general positive appearance of the authorized Volkswagen service facility. Removal is not necessary
but is permitted if so desired by the authorized Volkswagen service facility.

The Volkswagen logo (clip) on the entrance portal, building and brand pylon must be removed. An
identifier supplemented by the lettering “SERVICE” is not permitted for the entrance portal.

Primary Signage Elements Visualization (illustrative)

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Advertising element with the

addition of “Service”

Service column

Primary Signage Elements Visualization (illustrative)

Brand-specific flag-mounted sign with the addi-

tion of “Service” on the pole or building.

Dealer name element

5.2 Secondary Signage

Secondary signage elements are used both in the exterior area of the premises (e.g., directional signs
and driveway signs) and in the interior (e.g., directional signs in the showroom and door signs in all
areas).

The secondary signage for the modular concept is designed in Signal White RAL 9003. It provides
orientation in the retail space and directional guidance to individual areas such as vehicle showroom,
after sales service or seating area. The required basic elements from the After Sales Sales Guideline
are shown below; all other optional secondary signage elements can be found on the Brand Net.

Required secondary signage elements Visualization (illustrative)

Dialogue reception, outdoor

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Area sign indoor:

Volkswagen Original Parts

5.3 Service workstation

Using the service workstation furniture elements from the Volkswagen furniture range is recom-
mended.

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III Authorized Volkswagen dealer and service facility standards

6 Electric mobility

6.1 Authorized Volkswagen dealer

As a forward-looking component of the Volkswagen brand, e-mobility is gaining a significant role in
the retail space through direct customer contact. For this reason, it is extremely important to main-
tain a consistent appearance.

An entire range of opportunities are available to authorized Volkswagen dealers in this regard. All
elements fit into the existing design of the modular concept while emphasizing the special range of
products. There are two alternatives for installing a wall box in the exterior area.

Variant 1: Mounted on the wall

Variant 1 Visualization (illustrative)

Mounted on the wall

Variant 2: Mounted on a free-standing column

Variant 2 Visualization (illustrative)

Mounted on the column

Placement of the wall box:

The wall box should always be placed in a location on the dealership premises that can be easily
seen. The MEB demonstration vehicle should always be parked noticeably at the wall box.

Examples for parking spaces:

- In the area of the customer parking spaces, e.g., column with wall box
- Near the showroom façade and main entrance, e.g., column with wall box

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- In the area of the service parking spaces, e.g., column with wall box
- On the closed façade, e.g., wall-mounted wall box

Examples Visualization (illustrative)

Charging points at dealership premises:

01 DC and AC charger with customer access
02 AC charger in new vehicle hand over area
03 mobile charger in the workshop

Mobile interior charging point

Interior charging point Visualization (illustrative)

Mobile interior charging point in new vehicle

delivery area (AC)

6.2 Authorized Volkswagen service facility

The wall boxes in the exterior area (two) and optionally the marked parking spaces provide specific
identification for e-mobility. All other specifications correspond to those of the authorized
Volkswagen dealer in Chapter 6.1.

7. Digital presence of the authorized Volkswagen dealer and service facility

7.1 Website design

A website is a page that shows information on the Internet/online. The content of that page is ac-
cessible to everyone using a web browser. The website has an address (URL) by which it can be called
up. The content serves as an information basis for customers and interested parties.

Volkswagen Web Design serves as a template for a high-quality website that leaves a lasting and
appealing impression.

It is mandatory for the service facility’s individual website to be constructed according to the latest
version of Web Design. This also applies for all mobile variants. The Volkswagen Web Design Guide-
line on the Volkswagen Brand Net serves as a guide for designing Volkswagen partner websites. New
websites must be designed according to the current specifications.

In addition, the authorized Volkswagen dealer must only communicate Volkswagen-related content,

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logos etc. on the facility’s individual website. Additional information is available at

www.volkswagen-marketing.com and in the “Online Sales” Guideline.

7.2. Dealer-owned online shops

An online shop is a website for selling merchandise or services over the Internet. Not only can cus-
tomers view information there, rather also legally purchase contractual products online.

The dealer’s own online shop must meet the minimum design standards of the brand and the im-
porter. For instance, this includes an exclusive brand interface (front end) and an easy-to-understand
description for customers and interested parties. Additional rules are shown in the “Online Sales”
Guideline.

7.3 Domain structure of dealer websites

The authorized Volkswagen dealer is obliged to comply with the specifications of the importer in
relation to the domain structure of its Volkswagen dealer website. If the importer chooses a name
for the dealer websites that contains Volkswagen ID identifiers, the dealer is not permitted to reg-
ister this domain itself. Only the importer as a local representative of Volkswagen AG is permitted to
register domains with Volkswagen AG identifiers.

7.4 Email structure

It is important to ensure that emails can be sent from the address of the service facility’s website
(see Chapter 7.1).

Further details on email structure and communication are available at www.volkswagen-market-

ing.com.

7.5 Use of other digital media

The specifications for use of other digital media, such as apps, email marketing, online advertising
and social media, can be found on the Volkswagen BrandNet at www.volkswagen-marketing.com.

Note to importer: If there is a national digital retail concept, it should be used (e.g., use of screens,
tablets, VR glasses etc.). If a digital retail concept is offered by the importer, the authorized
Volkswagen dealer pays a share of the costs as needed.

8 Communication
Corporate Design is also applied in all communication points of the brand, e.g., on business corre-
spondence, classic advertising (print and online) and digital media (website, social media, apps etc.),
as well as events, trade shows and exhibitions. These are briefly described below:

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Business papers
Business papers include business letterhead, business cards, address labels and envelopes, for ex-
ample. These help the service facility to communicate with customers and interested parties. The
logo is used in various versions and sizes, depending on the planned application. Detailed specifica-
tions for using the logo in multi-brand businesses are available on the BrandNet.

Office communication/equipment
Office communication includes email signatures, presentations, dealership stamp and offer folders,
among other things. Additional specifications and guidelines for preparing documents such as faxes
and letterhead as well as price stickers can be found on the BrandNet.

Print communication/print media

Print media include sales literature on all models, dealer literature and dialog marketing.

Advertising (print and online)

Classic advertising has many variations. For instance, it includes notices, posters, vehicle lettering,
sponsoring and much more. Additional information on the individual advertising opportunities can
be found on the Volkswagen BrandNet.

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Imprint:

Contacts

VC-M2/2
Volkswagen Corporate Architecture
Cost center 1963

VMB
Volkswagen Global Brand Management &
Consumer Insights
Cost center 1969

© Volkswagen AG
38436 Wolfsburg, Germany

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