A few days ago we reported on the decision of the BMW Group to give the BMW M GmbH vehicles an even more exclusive position in the line-up. To this end, around 100 dealerships and branches across Germany are being expanded into special BMW M bases, which are intended to meet the special interests and needs of M customers in a particular way.
The separate exhibition in separate shop areas designed in the typical style of M GmbH is intended to emphasize the independent character of the brand more strongly than before. Special advice areas for potential buyers of BMW M3, M5, M6, X5 M or X6 M increase the exclusivity compared to the “normal” vehicles from BMW AG.
The BMW subsidiary, which specializes in the development and construction of high-performance sports cars, is thus continuing its strategy of binding BMW M automobile drivers even more closely to the brand and captivating interested parties from the very first contact with the “strongest letter in the world”.
Dr. Kay Segler: "In the new BMW M competence centers we offer our customers a brand experience that corresponds to the high-performance character of our automobiles and products"
The establishment of the BMW M competence centers is part of a global strategy to further raise the profile of the brand in the high-performance automobile segment. As part of this strategy, BMW M GmbH will start a certification program for the German and international dealer network this year. Around 100 BMW dealers with M certification will position themselves as particularly competent partners for the sale and service of the brand’s high-performance sports cars on the German automotive market.
Binding standards for the design of the sales rooms, the presentation of exhibition vehicles and the availability of demonstration vehicles as well as brand-specific qualification of the sales staff ensure that potential customers in a certified company are fully informed about the unique selling points of a BMW M automobile and about the fascination of high-performance sports cars are recorded.
M GmbH also offers model-specific training measures for the service personnel as part of the certification. Maximum service competence, which is guaranteed by in-depth know-how and appropriate workshop equipment, is the key to long-term customer satisfaction.