BMW of North America launches new dealership standards

Article by Anita Panait, on January 29, 2014

BMW of North America is introducing new mandatory dealership standards that will cost its 339 dealerships around $2.8 billion to comply with them over the next four years. BMW intends to give its showrooms the friendliness of an Apple store as well as offer them the technology and give them the chance to talk to experts who can explain its complicated and growing product line.

According to Ludwig Willisch, chief executive of BMW of North America One, the vital component of the new standards is the increased use of video to highlight BMW's lineup, which has increased from around 60 three years ago to over 100 today. "You cannot have all the cars and all the variants at the dealership, but you can impressively show them on a screen," he said.

Dealers will have to employ so-called “BMW geniuses” who could explain features and technology without pressuring customers to buy. As for the purchase process, the customer will be turned over to a salesperson.

"If we look at the retail environment in the automotive world, it did not change much since we started selling cars," remarked Ian Robertson, BMW AG board member for sales and marketing. He quipped that while the retail world has been changing dramatically outside, the dealership "has not been moving at the pace people are expecting."

Damon Shelly, head of the BMW National Dealer Forum and owner of Irvine BMW and Irvine Mini in Irvine, Calif., and Shelly BMW in Buena Park, Calif., remarked that the carmaker has extensively discussed the dealership standards with them, and the perception is that the carmaker is "trying to be more reasonable." He added that BMW’s leadership has realized that the global standards and design story has changed and “they have to bring the U.S. in alignment with the worldwide design." [source: automotive news - sub. required]

If you liked the article, share on:

Comments

Recommended

After the highly dynamic Polestar 1 two-door coupe – Polestar’s first ever production car -- was recently unveiled, not a few people’s curiosity was piqued as to how much they...
by - October 21, 2017
The BMW 7 Series is already highly sought after but nonetheless, the German marque is giving it a more exclusive variant for the Russian market, and they are calling it...
by - October 20, 2017
Several automakers including Porsche, Volkswagen, Smart and even Land Rover have all been victimized by cheap Chinese copycats. And if you haven’t seen it yet, the most recent one would...
by - October 20, 2017
The Mercedes-Benz G-Class has been around for quite some time now but to bid it farewell, the company has launched the Mercedes-AMG G65 Final Edition. Mercedes will only build a...
by - October 20, 2017
Have you ever wondered what you can you buy with $9,365 in your pocket? Well, you have quite a lot of options. In fact, you can even purchase a used...
by - October 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries