BMW and MINI dealerships go high-tech
Customer experience and EV era central to new world-leading dealership design, starting in MelbourneMelbourne BMW and MINI Garage has debuted a long-awaited corporate makeover for the two brands in Australia, becoming one of the first BMW Group dealerships in the world to make the switch in the process.
The multi-million-dollar do-over was visited by local BMW dealers this week, as part of a new product onslaught that’s set to continue into the new year.
While Melbourne has claimed the honour of being the first dealership to show off the new look, Australia is seen as a pilot project for the corporate ID rollout globally.
Similarly equipped showrooms are set to open soon in other capital cities, according to BMW Australia.
As well as completely new fit-out to the South Melbourne dealership’s interior, the $25 million refurbishment of the Kings Way site incorporates sustainability provisions that include solar arrays, green walls inside the showroom and the use of recycled building materials during construction.
The brand’s focus on electric vehicles is evident in the recharging infrastructure built into the site, with 12 AC and two DC chargers incorporated into the refit.
All BMW Group brands, including M, Mini and BMW Motorrad, will be represented in the new facility.
“We are proud that Australia was one of the first markets in the world to feature this new corporate identity, but even more so that Melbourne BMW and MINI Garage was the first metropolitan dealership to feature it at our spectacular new facility,” said Melbourne BMW and MINI Garage dealer principal, Daniel Odman.
“The opening of our new dealership incorporating the new corporate identity marks not only a major turning point in design and luxury appointments but also in what we offer to our valued customers.”
Odman said all aspects had been considered in the construction of the updated dealership.
“Every conceivable detail has been factored in to enhance our offering in recognition of both the changing needs and preferences of individuals but also those of a rapidly evolving retail landscape and automotive market,” he said.
“Our new facility includes a breathtaking 217-inch high-definition screen, as well as an array of digital specification screens for all our display models that are fully interactive and can be constantly updated.”
A cafe and seating area, as well as a new undercover area for demonstrator and pre-owned vehicles, rounds out the build.
“It really shows the sophistication of the audience and the market here in Australia that it was chosen for this opportunity,” said a BMW Australia spokesperson.
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