BMW Group has introduced a new way to sell its vehicles in India, called Retail.NEXT. This innovative approach allows dealers to offer all three of BMW’s brands – BMW, MINI, and BMW Motorrad – under one roof. The company plans to invest heavily in this initiative to revolutionize the customer experience.
Retail.NEXT: A New Concept for Car Sales
The Retail.NEXT concept will bring all of BMW’s luxury car and motorcycle brands together in one place. In the past, BMW, MINI, and BMW Motorrad were sold at different showrooms, but now, customers can access all brands at a single location. This new way of selling vehicles will create a more unified and immersive buying experience.
Joint Investment for Future Growth
To support this initiative, BMW Group India and its dealers will invest Rs 365.6 crore over the next 36 months. This investment will span across 33 cities in India. BMW Group India’s President and CEO, Vikram Pawah, stated that this new concept is part of the company’s larger vision to offer a luxurious and seamless experience for customers in India.
Pawah emphasized that the company highly appreciates the dealers’ efforts and significant investment in making Retail.NEXT a reality. This initiative marks the beginning of a nationwide rollout that will transform the car buying process in India.
Phygital Experience
One of the unique aspects of Retail.NEXT is its focus on integrating both physical and digital experiences, often referred to as a phygital approach. This means that the showrooms will use digital tools to enhance the customer experience while maintaining the personal touch of an in-store visit. The goal is to create a more engaging and interactive environment for buyers.
Showrooms for New Buying Experience
Retail.NEXT dealerships will operate under the concept of “one floor” and “one ceiling.” This means that BMW, MINI, and BMW Motorrad products, including new and pre-owned vehicles from the BMW Premium Selection (BPS), will all be available on the same floor. There will be no separation between different business areas, making it easier for customers to explore all the products in one place.
First Retail.NEXT Showroom in Gurugram
BMW Group India officially launched Retail.NEXT with the opening of Bird Automotive’s showroom in Gurugram. This marks the first step in bringing this new sales model to India, with more locations set to follow over the next three years.
