The BMW dealership interior is being upgraded


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David Sloane, chairman of the BMW National Dealer Forum, said the “modern, boutique-like” design aims to transform the dealership into a conversation space.

“Manufacturers are bringing more sensitivity to their programs for upgrading their facilities,” said Sloane, president of Sloane Automotive Group in suburban Philadelphia. “There is more focus and willingness in seeking input from retailers on what makes sense and what doesn’t.”

BMW last updated its store design nearly a decade ago. Called Future Retail, that concept emphasized open space, glass and natural light.

The latest concept puts the spotlight on BMW’s sedans and crossovers.

“The focus is on product presentation,” says Bugbee. “The car is the star.”

Dealer Mark Smith described the new design as “warm and colourful” – giving the showroom the feel of an “eclectic hotel lobby”.

“The customer expects something new and different,” said Smith, president of Principle Auto in San Antonio, which operates two BMW stores. “I applaud BMW for thinking about the customer experience.”

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