If I Owned a BMW Dealership, Here Are 5 Operational Changes I’d Make


My BMW is part of my family, so I want the best for repairs and maintenance schedules. Sadly, the local dealership isn’t always up to scratch, and that shows based on how few BMWs are roaming the streets in my town. 

Spending time at the car shop is far from enjoyable, so I’ve often wondered what I’d change if I were to take ownership.

1. Better CRM

I recall walking into the store about three months after I purchased my BMW 3 Series sedan, only to be greeted by unfamiliar faces. Because of the high staff turnover, nobody knew I was a returning customer. After spending far more than someone purchasing a Forte, I expected at least some recognition or for my customer file to be easily accessible.

This disconnect highlights why a robust customer relationship management (CRM) system is essential. It tracks clients and their journey, streamlines sales, and strengthens relationships. Clients don’t just buy a car and drive off into the sunset, never to be seen again. They return for services, upgrades and future purchases, and expect to be treated like valued, loyal customers.

A CRM that builds detailed client profiles — including the when, what, where and why of their purchase — can help dealerships anticipate future interest in trade-ins or deals. It’s a valuable investment that drives sales and nurtures a loyal customer base.

2. Integrated CRM and Online Presence

A CRM also integrates perfectly with a dedicated website, which is how I shop for cars. My 3 Series BMW purchase started as an online search. I browsed models and options from the comfort of my home, but when I decided I wanted a car quickly, I visited a local dealership.

It wasn’t their marketing or strategy that won my business — it was pure luck that they had the exact model and color I wanted on the lot. Meanwhile, the larger franchise would’ve needed time to source my dream car.

Businesses don’t thrive on luck alone. That’s why I want to create a shopping experience that starts online — where many car buyers begin — and transitions smoothly to the brick-and-mortar showroom. The overall atmosphere, personalized advice and attention to detail should make customers feel special when they walk through the door, sealing the deal.

3. Creature Comforts

The first time I went to the BMW dealership near me, I spent over an hour discussing the performance and specs of the model I liked. When I returned to my car, it had turned into an oven under the baking sun.

Exposure to harsh sunlight can fade paint colors and crack interior finishes, significantly lowering the vehicle’s value. Installing covered parking at the showroom protects both sale and visitor cars, keeping them in top condition while offering protection from hail and snow. I know I’d feel more confident taking my BMW in for service if it wasn’t left in the sun while waiting for me to pick it up.

4. Personalized Messaging System

When I’ve just spent a large chunk of my paycheck on a vehicle, I don’t want a message or email reading “Dear valued customer.” Generic promotional emails and text messages make me feel I could’ve purchased a mass-imported vehicle, not a state-of-the-art, state-of-my-budget luxury vehicle. Customer-centric service improves return sales by up to 90%, with satisfied buyers more likely to share their experience through word-of-mouth advertising.

I would design promotions that consider my customers’ vehicle needs. I’d ensure they knew about upgrades to their model’s onboard computer and when newer, relevant models hit the market. To help them feel like part of the BMW family, I’d share images of other happy clients who’ve joined the club.

5. Innovative Designed Interiors

I may decide to wait in the lobby or reception while the mechanic checks my car, so I’d want to lounge comfortably, surrounded by tasteful decor and innovative use of the brand and logo. I don’t want to slide past a dozen showcased cars on the cramped showroom floor, fearing I’ll scratch one in passing.

So, I’d implement BMW’s latest showroom strategies, which include a more minimalist showroom with five or six cars on display and luxurious seating for waiting customers. I’d also place some carefully selected car books to engage my waiting customers with quirky facts about parking and automotive tricks and secrets.

My BMW Dealership Vision

Dealerships thrive when they have customer loyalty, but this only happens when you offer something unique and personalized. After all, owning a luxury car is an experience worth celebrating.

My dealership would create exceptional customer journeys that help owners get the most out of their vehicles and maintain them in top condition for resale or trade-in. Having a BMW is all about being part of something great, and that’s the sensation the dealership should create.

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