The first BMW i brand exclusive experience store officially opened in Shenzhen

[Global Car Comprehensive Report] On June 2, 2022, BMW's first BMW i brand exclusive experience store - "BMW i Shenzhen" - officially opened in Shenzhen Happy Harbor.As an extension of the "BMW Dealer Network Leading Project", "BMW iShenzhen" integrates vehicle tasting and customer experience, fully demonstrating BMW's "digital, electrified, sustainable" development concept and the charm of electric products.

"BMW iShenzhen" is invested and operated by Shanghai Yongda Group, covering an area of ​​about 400 square meters, including the exhibition area, vehicle configuration area, passenger rest area, coffee area, underground parking and charging area and other supporting facilities, and can accommodate up to 40 people at the same time.While displaying BMW products, technologies and services, "BMW iShenzhen" is also a fashionable and comfortable brand home. It integrates fashion elements such as boutique life, coffee and light food, leisure interaction, etc., and can hold exclusive tasting sessions and car friend gatherings. offline activities.

"The BMW i brand exclusive experience store is an important pilot project that allows us to experiment and continuously improve the customer experience - especially in the electric vehicle market," said Gao Xiang, senior vice president of marketing at BMW Brilliance. Each node of the company has very high expectations, and is more and more familiar with the new things brought by digitalization and electrification. Through service pilots such as elite test drives and customized delivery, the BMW i brand exclusive experience store will integrate online and offline customer journeys , explore the future direction of customer experience development.”

The featured services of "BMW i Shenzhen" include elite test drives, immersive car viewing with MR mixed reality technology, digital vehicle configuration and customized delivery.Vehicles currently on display in the store include the innovative BMW iX, BMW iX3 and more.After arriving at the store, customers can taste BMW products and make an appointment for a test drive.The difference is that the test drive here is undertaken by professional BMW test drive elites.They can present the performance, driving fun, design, environmental protection and other characteristics of BMW electric products to customers incisively and vividly. While cultivating customer interest, they can truly let customers experience the charm of BMW products.Customers can also interact with the community online through the experience store and complete test drive appointments online.

In the vehicle configuration area, customers can use a variety of digital means to customize the car, including 3D all-round, multi-scene configuration options, and immersive experience of BMW driving assistance systems, body structure and materials, and battery structure decomposition through Microsoft HoloLens mixed reality technology Wait.If the purchase intention is confirmed, the customer can place the order in the store and pay the deposit.Afterwards, "BMW iShenzhen" will provide high-standard, personalized delivery services, including "door-to-door delivery" at locations chosen by customers in future pilots.

The store design of "BMW i Shenzhen" is based on the innovative features of the BMW i brand and BMW's concept of "digitalization, electrification and sustainability", and inherits the design inspiration of BMW iX products.The exterior wall of the store adopts the diamond-shaped elements of BMW's classic front grille, with futuristic lighting changes.Entering the store, the first thing that greets customers is the breathing light ball from BMW's intelligent personal assistant.The top of the store is equipped with a luminous canopy that simulates the changes of natural light, which is made up of multiple diamond-shaped luminous panels.After the customer sits in the car and opens the sunroof, he can see the "blue sky and white clouds" overhead, as if the person and the car are in the nature.The original stone cutting design of the BMW iX has been introduced in many parts of the store, with simple and flexible lines and a sturdy and stable posture.In terms of material selection, the experience store fully reflects BMW's sustainable philosophy.For example, the waste glass recovered from the Shenyang factory is used as the aggregate for paving the ground for recycling; the wall material is 100% degradable; all furniture has environmental protection certification, etc.

The arrival of the BMW i brand exclusive experience store is in line with BMW's electrification offensive in China.In 2022, BMW will present five pure electric products to Chinese customers, including the innovative BMW iX, the innovative BMW i4, the BMW iX3, the new BMW i3 and the innovative BMW i7.By the end of 2023, the BMW Group plans to offer about 13 pure electric products in the Chinese market.

The "BMW Dealer Network Leadership Project" started in 2019, aiming to enhance customer experience through modern design and digital tools.As an extension of the "Leadership" project, the BMW i brand exclusive experience store caters to the diverse consumption concepts and habits of current Chinese consumers, enhancing the popularity and exposure of BMW's electric products.At present, BMW is planning to promote the model of BMW i brand exclusive experience store to more cities, and fully combine the actual needs of different cities and customers to further accelerate the construction and implementation of experience stores.