BMW Wants a New Look for Its Dealerships

BMW Roundel 1 photo
Photo: BMW
BMW of North America will start rolling out new dealership standards, this year, forcing everyone to completely redo their interiors, to look more on pace with the world trends.
According to Automotive News, the new stores will be big, open and beige, the cost for all these changes adding up to $2,8 billion over the next 4 years.

The focus will be on creating a space similar to the one you find in Apple stores, making them more friendly and filled with technology that is supposed to showcase more of the brand’s models, a key component being video usage.

"You cannot have all the cars and all the variants at the dealership, but you can impressively show them on a screen," said BMW North America CEO, Ludwig Willisch, talking about the ever expanding line-up of the company he’s representing.

The new format will also introduce the so-called BMW Geniuses, of which we talked about last year. They will be responsible of explaining the i sub-brand to new customers without pressuring them into buying the new cars.

“If we look at the retail environment in the automotive world, it did not change much since we started selling cars. Outside, the retail world has been changing dramatically," but the automotive dealership "has not been moving at the pace people are expecting. We are reformatting and adjusting to customer needs," said Ian Robertson, BMW AG board member for sales and marketing.
Unfortunately for dealers, the decision is mandatory and has a couple of clearly defined standards that must be obliged:

• An open showroom without cubicles to give the store an air of transparency.

• Warmer beige and brown interiors will replace today's white and silver.

• Large video screens throughout the showroom will illustrate features and options.

• Regional pools of test cars with a wider range of models will give dealers access to more demo models than any store could stock.

Via: Automotive News
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