Dealer Tommy Brasher is preparing to rip the metal exterior off his Weimar, Texas, Chevrolet store. And he's excited about it.
Sure, it'll cost him more than $100,000 to install the bright blue aluminum-paneled archway and silver fascia required to comply with Chevrolet's dealer-image program. And the façade he has up now is still in good shape.
But Brasher says he has "no problem with what they've asked me to do with the outside of the building. I think it'll look great, and I'll be proud of it."
His enthusiasm fades, though, when the discussion turns to his interior renovations.
A review of Chevy's facility design guidelines, obtained by Automotive News, offers a window into the numerous vendor-specific requirements and control over the renovation process being exerted by General Motors as described by Brasher and other dealers who are overhauling their stores.
Dealers with experience across the brand spectrum say Chevrolet -- reflecting the position of GM as a whole -- has one of the most prescriptive and stringent programs in the industry, except for a few of the luxury brands. And some of the meticulously detailed requirements have dealers shaking their heads.
"They're micromanaging this process to a ridiculous degree," says Brasher, a former co-chairman of the Chevrolet National Dealer Council.