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BMW’s new concept store embraces biker lifestyle


AT A time when customer experience is at an all-time high, BMW’s motorcycle division, BMW Motorrad, has launched its new concept store at Donford Motorrad Cape Town. Embodying the brands new marketing campaign, “Make life a ride,” the store offers a 360-degree premium lifestyle and retail experience for motorcycle customers and enthusiasts.

After experiencing the new concept store you realise it’s no longer just about selling machines, it’s about creating a lifestyle, a culture and even a community. The R40-million investment highlights BMW’s intent and strategy to grow the brand and they’ve already seen a 7.4 percent growth over last year, selling 109 052 motorcycles globally, as of October.

This new store, which includes a lifestyle centre with a coffee shop, clothing store, sales area as well as a workshop to service and customise motorbikes, represents the first of its kind in South Africa and will pave the way for future BMW Motorrad flagship stores around the world.

“With the launch of this new concept store, we are striving for a consistent premium retail experience across our customer touch points. We’re creating new and more inspiring opportunities for our customers to experience our products and our brand. Our aim is to set new standards for retail experience in the motorcycle industry,” said Stephan Schaller, Global President, BMW Motorrad.

And it seems as though the new design stores have arrived just in time as BMW plans to continue the onslaught of new motorcycles in the near future, intending to launch two-wheelers with an under 500cc engine capacity in an effort to garner new customers. This follows the announcement of three new products at Intermot Motorcycle Show in Cologne with the R1200R, the R1200RS and the S1000RR.

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