Showroom and aftersales facility in Motor City will feature virtual reality tech to improve customer service
AGMC, the official importer of BMW Group products for Dubai, Sharjah and the Northern Emirates, has broken ground at the site of what will be a new multi-million-dirham BMW and MINI facility in Dubai Motor City.
The 100,000 square foot showroom and aftersales facility will feature virtual reality technology to allow customers to immediately bring up lifelike, three dimensional images of any BMW or MINI model on a smartphone or tablet, via which they can walk around them, open doors, and even ‘step into’ the vehicles.
Stathis I Stathis, managing director of Albatha Automotive Group, the parent company of AGMC, said: “This latest investment will allow us to cater to the increasing demand of both the BMW and MINI brands, and bring the highest levels of service to our loyal customers.”
He said the facility has been designed to provide customers with the opportunity to experience and be immersed in the brand, including a dedicated sales area for luxury segment vehicles.
It will also embody a series of latest customer engagement features put in place to help BMW and MINI stand out in a competitive market.
These will include a Mobile Customizer, an iPad App enabling live car configuration and demonstration during consultations, and a Virtual Product Presentation.
Using the visualisation tool, customers can also customise cars, and see the full range of product options on the spot. In addition new employee roles will allow AGMC to evolve the way in which it interacts with customers in the sales process.
This includes Product Geniuses - experts whose sole role is to educate car shoppers about the various choices, explain the products and help the customer to understand them in more detail.
Johannes Seibert, managing director of BMW Group Middle East, said: “The new BMW and MINI dealership in Dubai Motor City is the next step of our customer centric expansion strategy. Catering for our customers in the south of Dubai, the new facility will take BMW and MINI brand experience to new levels, and be an icon for the premium car dealership of the future."
AGMC said it has invested more than AED100 million over the past five years across all areas of the business to cater for the growth of the BMW Group brands and to enhance the overall customer experience.