BMW’s range is already too big for dealerships compared with a few years ago, when it primarily consisted of only the 3 Series, 5 Series and 7 Series, admitted Fuhs. The current BMW line-up has ten times as many models as only around a decade ago.
“We have to completely revolutionise our network; we can’t have 24,000 square feet in central Amsterdam,” said Fuhs.
Numerous ideas about future retail solutions were discussed and floated, including the possibility of boutique-style stores, more experience-based brand spaces, and both physical and digital presences. A virtual showroom, like the Rockar ones employed by Hyundai and Jaguar Land Rover, were conspicuous in their lack of discussion, however.