When executives of the German luxury brand approached Jonathan Chariff when he was constructing a new BMW dealership in South Florida, they asked: Can you make a few alterations in your design to suit something we have in mind?
As a result, Chariff’s South Motors BMW is the first of the brand’s 351 locations across North America to offer BMW’s new retailing concept in a showroom. This program is known as BMW’s Retail Next Program. A few vehicles are displayed as part of the design idea, including luxurious furnishings, lounge-style seating, and five-star service.
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Suppose you prefer more privacy for those conversations. In that case, you may either sit in a different location or next to the automobile and converse with a salesperson while designing your car on screens, according to Chariff. There are no computers between you and the salesperson, nice leather chairs, and round tables.
Additionally, the showroom is more open, with several high vaulted ceilings in several places. The viewing corridors are spacious, allowing you to see from one department to the next instead of walking down a hallway from service to sales.
At the new dealership, acquiring a car is similar to hanging out with an interior designer, said Chariff. He explained, “It’s like walking into a house and having a discussion.” When choosing a carpet or a couch, “you’re building your car like working with an interior decorator, with different palettes on the screen. Similar to that, but with more steroids.
The new 25,000-square-foot BMW showroom from South Motors was built for roughly $21 million. According to Chariff, there was no appreciable cost rise due to Retail Next. BMW will collaborate with its dealers to create new facilities or adapt existing ones around the Retail Next idea.