The experience that precedes the purchase of a car has changed, as has the car itself, for which BMW has created a new showroom concept, which matches the urban context in which it is located, to give life to an environment, as the General Manager of BMW Rome, Salvatore Nicola Nanni, reminds us, in which architecture merges with technology, in order to create an immersive atmosphere in which the customer is free to move without the barriers of a predefined space.
As we verified by visiting the headquarters in Via Salaria, one of the 5 in the capital, and renovated last year, one has the sensation of being in an inclusive environment, with cars that become furnishing accessories, in which the approach with product is different, thanks also to the figure of the product genius, the one who is able to answer any curiosity about the brand's models, and is totally detached from the sales process, which can then be finalized by sector professionals.
We move from the BMW brand to the MINI brand, or to the department dedicated to two wheels of the Propeller company, naturally, and with the same scent in the air, an essence created ad hoc, called Salaria blend.
With digitalisation, then, it is possible to resume the online configuration of a car carried out at home, and through the use of apps, it is also possible to book services;
test drives;
plan a trip with an electric car;
and receive maintenance alerts.
Photo story BMW Showroom Rome in Via Salaria - Photo - Ansa.it
As happens on the cars, in which Kai Langer, head of the design of the i series models, explained to us, speaking of the Neue Klasse, the intent is to insert technology in a positive way;
and the same goes for dealerships.
In fact, just as customers expect much more from a car where they experience a decidedly more immersive atmosphere than in the past, it is natural that a modern and all-encompassing experience can also be enjoyed in the points of sale.
The success of the Retail Next project of the BMW group will lead to 41 dealerships being implemented in 2024, and in Rome, during the year, it will be the turn of the Via Appia Nuova showroom, which will follow the evolution implemented with that of Via Barberini in 2021, and Via Salaria in 2023.
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