BMW is transforming its showrooms in India with a dedicated focus on the ‘M’ experience. As part of the innovative ‘Retail.Next’ concept.
BMW is set to introduce exclusive ‘M’ zones within its outlets, creating an immersive environment that aligns with the brand’s racing spirit and commitment to delivering unparalleled driving pleasure.
Revolutionizing Retail Spaces
The initiative was unveiled by Vikram Pawah, the President of BMW Group India, during a media briefing in New Delhi. According to Pawah, each showroom will feature distinct ‘M’ areas with unique themes and livery, emphasizing BMW’s racing heritage. The core objective is to provide customers with an engaging and luxurious space that resonates with the essence of sheer driving pleasure.
The first revamped outlet, inaugurated in Agra, Uttar Pradesh, showcases the new concept. It boasts a three-car display zone, a dedicated lifestyle and accessories area, and a workshop equipped with three service bays.
Expanding Reach and Touchpoints
In tandem with the ‘Retail.Next’ strategy, BMW has ambitious plans to increase its touchpoints for both the BMW and Mini brands.
The goal is to expand from the current 63 outlets across 35 cities to an impressive 80 outlets in 43 cities by the end of the calendar year 2026.
Unlike mere aesthetic updates, the ‘Retail.Next’ approach goes beyond a cosmetic makeover, emphasizing a comprehensive transformation of the customer experience.
BMW’s ‘M’ Line-up and Sales Growth
Vikram Pawah acknowledged the success of enthusiast-oriented models like the M2, especially with the introduction of a manual transmission last year.
Despite their popularity, these models cater to a niche segment and constitute a relatively small portion of overall sales. However, Pawah emphasized the rapid growth of the ‘M’ product line, anticipating further expansion.
The introduction of models like the M340i, X3 M40i, and X4 M40i has played a pivotal role in boosting ‘M’ series sales within BMW’s India portfolio. These additions, while catering to a broader audience, maintain the high-performance standards synonymous with the ‘M’ series.