BMW and MINI elevate O+O experiences with new retail concept in HK

Sime Motors, the official importer and distributor of BMW & MINI in Hong Kong, has unveiled the first BMW & MINI Retail.Next showrooms at Hopewell Mall in Wan Chai, featuring a holistic customer concept, new showroom designs and integrated technology.

As a new retail concept for all BMW Group brands, Retail.Next is designed to provide a comprehensive experience for customers throughout every online or offline interaction they have with the dealership. This includes thoughtful interior design, new digital technologies, customer-facing roles and processes.

Measuring around 9,000 square feet at the heart of Wan Chai’s Hopewell Mall, the new showrooms feature flexible and stylish interiors, multi-functional areas, as well as shared and open spaces with the customer’s comfort and experience in mind. New digital technologies, such as emotional virtual experience (EVE) and POS.Digital, are  integrated into the space to engage customers and inform them of the latest products and services.

Furthermore, the Retail.Next Concept features inviting, open spaces with minimalist design elements to ensure an intuitive flow throughout the showrooms. Customers can take a look at the signature BMW vehicles, including the BMW i and BMW M, in the BMW showroom.

Next to the BMW showroom is the MINI showroom, designed to embody bold innovation alongside timeless character. It aims to provide personalised experiences that reflect the brand's playful yet premium ethos, ensuring that customers feel that stepping into a MINI showroom is not just about purchasing a car, it’s about joining a family united by passion, precision, and a rebellious spirit.

Sales consultations are designed to be flexible, allowing customers to engage in discussions wherever they feel most comfortable. The unique living room atmosphere and the cozy positioning of the seating close to cars create a relaxed environment for consultation. While those who prefer even more exclusive privacy can enjoy a personalised consultation within the VIP lounge as personal service advisors and BMW geniuses offer information on product features and services.

The customer experience is further enhanced by the availability of digital tools, such as the emotional virtual experience (EVE), a 3D-rendering software that presents vehicles to the customer in almost photo-realistic quality during the consultation and sales process. With EVE, customers can explore the vehicle from all available angles, including a detailed look at the interior and the exterior of the car and experience the vehicle in different environments during the day and night. 

To celebrate the showroom openings, BMW and MINI have introduced a range of offers for customers. BMW buyers can enjoy exclusive deals on BMW i electric models, along with a special gift bag that includes charging offers, warranty, registration, and insurance fees. Meanwhile, MINI is offering a limited-time promotion on its entire all-electric lineup, allowing customers to benefit from special opening discounts on select models.

Andrew Basham, managing director of Sime Motors, said, “Our partnership with BMW Group has grown and flourished over the years, a journey we take immense pride in. The remarkable growth we have witnessed in Hong Kong stands as a testament to our shared vision and commitment. Today, as we inaugurate the first Retail.NEXT showrooms in Hong Kong. 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 Hong Kong 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 & MINI customers,” Basham added. 

Raymond Tan, managing director at BMW Group, Hong Kong & Taiwan, said, “The Retail.NEXT showroom concept represents the next step towards the BMW Group’s strategic aim of providing best-in-class customer and premium brand experience at all points of sale. This concept has already been successfully rolled out across many markets globally and it is indeed a pleasure for us, together with our longstanding partner Sime Motors Hong Kong, to be launching our first BMW and MINI Retail.NEXT showrooms right here in the heart of Hong Kong island today.”

“We believe that with the Retail.NEXT concept, we will further transcend the premium ownership experience of BMW and MINI customers to a completely new level and this strategy will surely complement our status as the world’s leading manufacturer of premium vehicles,” Tan added. 

MARKETING-INTERACTIVE has reached out to BMW Group for more information.

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