AGMC, the authorized distributor for BMW Group products for Dubai, Sharjah and the Northern Emirates, has broken ground for a new multi-million-dirham BMW and MINI facility in Dubai Motor City.
The new showroom and aftersales facility which will cover 100,000 square feet will be the first fully-fledged automotive dealership in the Dubai Motor City area.
Commenting on the new facility Stathis I. Stathis, Managing Director of Albatha Automotive Group, the parent company of AGMC, said that the company’s partnership with the BMW Group which goes back 42 years has been marked by AGMC’s continuous efforts to meet and exceed the automotive needs of motorists in Dubai, Sharjah and the Northern Emirates. The new facility, once it is operational will allow the company to cater to the growing demand for both the BMW and MINI brands, and to provide its loyal customers with the highest level of service.
Stathis concluded, “Providing a convenient and enjoyable shopping and servicing experience to our customers, the new Dubai Motor City facility is powerful evidence of our commitment to our customers, business partners and the local communities in which we operate.”
One of the most notable features of the new facility is the building’s iconic and contemporary design, which reflects the BMW Corporate Identity and is meant to create a setting in which is expected to provide customers with a homely and engaging experience. Tt has been designed with a view to helping customers to get immersed in the brand, mainly thanks to the dedicated sales area for luxury segment vehicles. The aftersales area have also been designed with a view to making the ownership experience more convenient, complete with glass panels to give customers visibility as to what is going on in the workshop area and integrating it into the warm ambience of the showroom.
Only certified materials will be used for the construction with the outcome being less energy consumption and lower emissions once it is operational. One key area that will be in focus will be provision for recycling of water, oil and batteries. The building will be fully compliant with the Dubai Municipality Sustainability requirements.
The new facility will have all the elements of the BMW Group’s ‘Future Retail’ Strategy, a series of latest customer engagement features which have been implemented to help BMW and MINI stand out in a highly competitive market.
Some of the advanced features include a Mobile Customizer, an iPad App which permits live car configuration and demonstration during consultations, and a Virtual Product Presentation. Customers can create lifelike and three-dimensional images of any BMW or Mini model on a smartphone or tablet with the help of Virtual Reality (VR) and Augmented Reality (AR) services. They can walk around them, open doors, and even ‘step into’ the vehicles with this visualization tool, and can customize the vehicles using a wide range of product options. New employee roles have been created including Product Geniuses – experts who will explain more to car shoppers about the various choices, explain the products and help the customer to understand them in more detail.
Every element of the customer journey has been considered and elevated to deliver a completely redesigned physical experience to the showroom, with a new furniture layout that will create a modern, warm, open and friendly atmosphere.
The enhanced aftersales facility will comprise 38 work bays, of which 16 will be Fastlane. Service consultations directly at the vehicle will now happen in a premium environment and the customers will be able to relax in luxurious lounges while waiting for their car to be serviced.
Johannes Seibert, Managing Director of BMW Group Middle East commented on the new facility saying that BMW has been successful in the Middle East thanks to the strong support it has received from its importers in the Middle East. AGMC has been BMW’s partner for more than 40 years and has invested continually in its brands to ensure that customers benefit from the best sales and service experience. He said that the new BMW and MINI dealership in Dubai Motor City marks the next step in BMW’s customer centric expansion strategy. It will cater to the customers located in the south of Dubai, and is expected to take BMW and MINI brand experience to new heights, eventually turning ointo an icon for the premium car dealership of the future. “
In addition to the proposed new multi-million facility in Dubai Motor City, AGMC has invested over AED 100 million during the past five years across all aspects of the business to foster the growth of the BMW Group brands and to enhance the overall customer experience. The company opened new facilities in Deira and Fujairah. It expanded its Sheikh Zayed Road showroom twice – first in 2011 and most recently in March 2016, when it opened a new workshop for BMW and MINI at the flagship facility, with 22 work bays, an exclusive MINI workshop, in-house training center and 250 parking slots.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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