Report: BMW Pop-Up Stores Preview The Future

BMW i8 (Credit: BMW)

Enthusiast site BMW Blog recently ran a report about the brand’s pop-up stores, saying that they signal the future of BMW’s retail push. The first of the chic stores was used last year in the South Coast Plaza, which is located in Costa Mesa, California. If one didn’t know better, they would have thought they had walked into in an Apple Store, complete with Tron-like decorations, large flat screens and even art from a nearby museum. It’s a far cry from the stale popcorn and old Field and Stream magazines often found in traditional dealerships (not really BMW dealerships, but still).

Does this mean that BMW is going to start invading the malls of America? Probably not.

Instead, the 339 BMW dealerships in the country are going to get a huge makeover, according to BMW Blog. The company will be pushing for the $500 million project, turning showrooms into a thing of beauty and somewhere people won’t be rushing to get away from.

The push comes after the Costa Mesa pop-up store has generated considerable leads for the five dealerships that helped sponsor it. Since it opened, over 100,000 people have walked through the doors. On the top day, almost 2,400 people went through. And on Black Friday it generated over 20 sales.

BMW believes that the technology- and style-rich design will help its dealerships appear to be more trustworthy. Anyone who’s been in car sales knows that generating leads (especially quality ones) can be one of the biggest challenges of the job. Instead of having to turn to other companies, BMW hopes car shoppers will come to it, ready to make a purchase.

Among the changes is an open design concept with plenty of glass walls and natural light. The large flat screens are also required, helping change messaging to customers on a regular basis. The air is infused with the same scent as the Encore Hotel in Las Vegas, adding to the luxurious experience. An Isetta Bar will also be present in each dealership, with different fruit flavored waters rotated out every day.