Originally Posted by BMWI6
whats the difference between this and a nicely decorated dealership????? i dont get it? is it because they call it a BMW store instead of a BMW dealership?
Perception is everything and a luxury image only adds icing to this sweet, sweet cake. Boutique vs. store, Tiffany's vs. Zales, BMW store vs. dealership, BMW vs. Chevy, I can go on and on. Hell, here's one more... Any other big store vs. Wal-Mart. If this theory is working for Apple, why not BMW?
I can't imagine there will be traditional dealership salespeople, and the process for potential clients will probably be seamless and will also cater to (realistic) clients.