Lighting knowledge: Illuminating automotive showrooms effectively
In the automotive industry, flexible and optimal lighting is crucial for showcasing new models and captivating potential customers. How is this achieved? We talk with Marc Cornelius, Head of Sales Central Europe, and our expert in this field.
Marc, what is the challenge in automotive showrooms?
In automotive lighting, maximum flexibility is key. Typically, when planning a showroom, a fixed layout is developed, and the lighting is tailored to that arrangement. However, as soon as the layout or display areas are changed—perhaps due to new models—the lighting is no longer optimal. Yet, lighting can have such a significant impact! We need to find a solution that eliminates the need for a rigid layout while still providing optimal lighting for the vehicles.
And what does such optimal lighting look like?
Currently, there are two approaches: the 'more is more' philosophy and accentuated lighting. Personally, I prefer accentuated lighting. The goal is to showcase the car in the best possible way while ensuring the customer feels comfortable. The customer should be captivated by the car, not the lighting. The focus is on the product, the brand, and the customer. We refer to these as highlight zones, and here we use lights like Iqona or Glorea. These offer the necessary flexibility and high efficiency, as demonstrated by their energy consumption of up to 5.5 watts per square meter.
Why is the customer experience in the showroom so important?
In my experience, the showroom is often overlooked in the automotive industry, even though it is a crucial touchpoint in the customer journey. This is where the customer interacts with the product, experiences it, and perceives the brand in its entirety. Optimal lighting enhances sensory impressions, emphasizes emotional appeal, highlights the car's textures and materials, and ensures that the customer feels comfortable. With thoughtful and flexible lighting, we can create significant added value. It not only showcases the vehicles perfectly but also creates a pleasant and inviting atmosphere for customers. Investing in the right lighting technology pays off: it enhances brand perception and can boost sales.