BMW Group India introduces Retail.NEXT dealerships across 33 cities to transform luxury automotive experience, ET Auto

Retail.NEXT emphasises integrating parts, accessories, and lifestyle collections near the central hospitality area, with a fully accessorised highlight car creating a ‘Wow Effect.’ BMW Group India has introduced Retail.NEXT dealerships, aiming to redefine the luxury automotive experience over the next 36 months. This initiative will be rolled out across 56 facilities in 33 cities, focusing on integrating ‘phygital’ innovations—a blend of physical and digital elements—to provide a modern and engaging environment. Retail.NEXT is designed to cater to evolving customer needs with advanced services and facilities.“At BMW Group India, we are changing the game by redefining the luxury experience. With the introduction of Retail.NEXT, we aren’t just elevating experiences; we are transforming them. Every visit to a BMW dealership is more than just a step into a unique world; it’s an immersion into a space where modernity, progress, and true luxury converge seamlessly. Retail.NEXT dealerships are designed to revolutionise customer engagement by integrating ‘phygital’ innovations, where the physical meets the digital in environments that are as aesthetically stunning as they are forward-thinking,” said Vikram Pawah, President and Chief Executive Officer, BMW Group India.”This initiative marks the beginning of a nationwide rollout as we expand our vision of an immersive luxury experience in India. We greatly appreciate our dealer partners for their unwavering dedication to BMW Group and significant investment spanning over three years for implementing Retail.NEXT in India,” added Pawah.

What Retail.NEXT will provide

Retail.NEXT is set to overhaul the automotive retail space in India, blending digital innovation with personalised services. The design features open spaces and minimalist elements to ensure an intuitive showroom flow. Digital interfaces will allow customers to explore vehicle features, customise options, and receive tailored recommendations seamlessly.

Additionally, the design includes private consultation areas and zones dedicated to vehicle handovers, making each customer interaction personal and memorable. By doing so, BMW Group India aims to reflect its brand’s commitment to luxury, innovation, and customer satisfaction through these modern retail spaces.

Retail.NEXT emphasises integrating parts, accessories, and lifestyle collections near the central hospitality area, with a fully accessorised highlight car creating a ‘Wow Effect.’ Customer consultations will take place in a living room-like atmosphere, with Personal Service Advisors and BMW Geniuses equipped with digital tools to provide detailed product information.

Central customer walkway

Retail.NEXT’s layout features a ‘Central Customer Walkway,’ placing visitors and vehicles at the center. With unified flooring and ceiling across various segments such as BMW, MINI, BMW Motorrad, New, and BMW Premium Selection (BPS), the dealership ensures there is no separation between business areas. A single entry for both sales and service simplifies navigation.

In place of traditional reception counters, visitors are welcomed at a Welcome Stand, reducing physical barriers between customers and staff. The showroom also features a Multifunction Counter as an interactive spot, useful for parts and accessories sales or as a cashier desk for both new and pre-owned sales. The Central Customer Walkway guides visitors through a premium selection of luxury vehicles, while the BMW Bar & Lounge serves as a central relaxation area.

Sales and Service Consultancy Lounges are available for private discussions, covering aspects such as financing, leasing, and aftersales services. The Multifunctional Handover Bay is dedicated to the handover of new and pre-owned cars, further serving as the starting point for test drives. The relaxed lounge setting is designed to make car deliveries a memorable experience.

Electric vehicle (EV) users will find AC/DC fast-charging facilities available at the dealership.

Inauguration of Bird Automotive’s Retail.NEXT showroom in Gurugram

The first Retail.NEXT showroom, operated by Bird Automotive, was recently inaugurated in Gurugram. The facility, located at Address One, Baani, Golf Course Road, Sector-56, Gurugram, Haryana, is headed by Gaurav Bhatia, Dealer Principal of Bird Automotive, which represents BMW Group India with sales and service facilities for BMW and MINI in Dehradun, Gurugram, and Delhi.

“Our partnership with BMW Group India has grown and flourished over the years, a journey we take immense pride in. The remarkable growth we have witnessed in the Gurugram region stands as a testament to our shared vision and commitment. Today, as we inaugurate the first Retail.NEXT dealership in Gurugram, we are not just opening a new chapter in our success story, but also setting new benchmarks in luxury automotive retailing. We extend our heartfelt gratitude to BMW Group India for entrusting us with this groundbreaking opportunity. Together, we are poised to redefine the luxury car-buying experience, promising unparalleled service and unforgettable experiences for BMW customers in the region,” said Gaurav Bhatia, Dealer Principal, Bird Automotive.

The 8,690 sq. ft. facility showcases BMW and MINI vehicles on the ground and first floors, respectively. It features ten vehicles, including eight BMWs and two MINIs. A dedicated vehicle handover lounge ensures memorable car deliveries, while the lifestyle and accessories zone displays the latest merchandise. The customer interaction lounge provides a relaxed atmosphere for consultations with sales consultants, and various finance and insurance options are available for customers.

• Published On Sep 16, 2024 at 03:25 PM IST

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